Tom Fishburne

1 week ago | marketingweek.com | Charlotte Rogers |Niamh Carroll |Tom Fishburne

From seeing mat leave as a chance to sharpen skills to developing fresh ideas to improve the return to work, can brands start a movement that celebrates mums? In January, Pearson vice-president of global brand Rachel Exton wrote an opinion piece for Marketing Week about why 2025 is the year businesses should embrace the superpower of working mums. Her column was a rallying cry celebrating the emotional intelligence and problem-solving capabilities of parents.

1 week ago | retailwit.com | Tom Fishburne

A couple years ago, Cory Doctorow observed a phenomenon in online products and platforms that he dubbed “enshittification”:“Here is how platforms die: First, they are good to their users; then they abuse their users to make things better for their business customers; finally, they abuse those business customers to claw back all the value for themselves. Then, they die.

1 week ago | marketingweek.com | Niamh Carroll |Molly Innes |Tom Fishburne

Peroni Nastro Azzurro has launched a new loyalty programme, Club Peroni, to give consumers a “reason to choose the brand” in the crowded beer category. Consumers wanting to sign up to the rewards scheme can do so in hospitality or retail venues, through QR codes on pack, for example, or on glasses in bars.

1 week ago | marketingweek.com | Tom Fishburne |Molly Innes |Charlotte Rogers

Marketoonist on the evolution of apps Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburneSee more of the Marketoonist here

2 weeks ago | retailwit.com | Tom Fishburne

There’s a famous observation from Dwight D. Eisenhower I’ve always found interesting:“Plans are useless, but planning is indispensable.”Another is Mike Tyson’s quip before a fight with Evander Holyfield:“Everyone has a plan until they get punched in the mouth.”What we know as “scenario planning” can be traced back to a Shell strategist named Pierre Wack in 1965.