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Marks & Spencer (M&S) will promote a “shared attitude” that connects with consumers regardless of age or demographic in a bid to promote itself as an “inclusive brand”. Global brand and marketing director Rob Weston believes M&S needs to express its values of inclusivity, quality and sustainability, which he admits have not always been clearly communicated in the past. “Moving forward we want to make sure we have a single front door to the brand. We want to...

Digital businesses are overly preoccupied with the online user experience at the expense of back end systems that support customer service, according to a senior executive at Shop Direct. Kenyatte Nelson, group marketing director at the online retailer, said during a panel discussion at Advertising Week Europe today (20 March) that many brands had succumbed to “magpie syndrome” whereby they would “chase the shiny stuff” and neglect to develop practical services that genuinely improved customers’ lives. “A lot...