Marketing Week Explores: Working abroad

10/18/19 • 22 min

In this edition of Marketing Week Explores, which is hosted by reporter Molly Fleming, senior writer Charlotte Rogers explores the benefits and pitfalls of working abroad. Including a deep-dive into the drastically different market of Japan. Senior reporter Ellen Hammett then joins the discussion, as the team explores the legacy of Tesco CEO Dave Lewis and what the future holds for the supermarket without its celebrated leader.

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Marketing That Matters - The inside story of the Army's award-winning recruitment campaign

We continue our new podcast series by looking into the British Army's controversial recruitment campaign, 'This is Belonging'. Launched in 2017, the campaign, which showed the camaraderie of army life, had a simple objective – widen the recruitment pool by moving the message away from guns and tanks to images of more human experiences.Even if it drew scepticism from the media for its emotional tone, it was an instant success, propelling applications to record levels and winning a number of awards, notably gold at the IPA effectiveness awards in 2018. It was followed in 2018 and 2019 with campaigns aimed at attracting recruits from all walks of life – people of all faiths, 'snowflakes' and 'selfie addicts', to quote the latest advertising copy.To tell the story, Marketing Week editor Russell Parsons is joined by Nick Terry, chief marketing officer at Recruiting Group, part of Capita and the firm responsible for British Army recruitment; Rhonwen Lally, senior planner at Karmarama; and Rob Fullerton Batten, associate director in planning at Mediacom.

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Next Episode

Marketing That Matters: How Britvic rescued Robinsons from decline

We continue our podcast series by looking into Britvic’s successful 2017 revitalisation of its flagship Robinson’s brand, which won the grand prix at the Marketing Week Masters awards 2019.Robinsons was struggling in a declining flavoured concentrate category. Its bold objective was to bring back lapsed shoppers and drive growth into the category once more, through of mix of cutting underperforming lines, introducing two new premium sub-brands and repositioning around a new purpose: 'Experts in simple goodness'.The activity was a success, driving trading up, and leading to higher value and margin for Britvic. To tell the story, Marketing Week editor Russell Parsons is joined by Britvic CMO Matt Barwell and Saatchi & Saatchi’s UK CEO Magnus Djaba in a live recording at the Festival of Marketing.

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