Nissan UK's marcoms chief admits his team faces an interesting challenge to convince sceptical car-buyers that the Japanese marque's all-electric Leaf model will not leave them stranded on the hard shoulder with a flat battery. John Tylee reports.
The marketing director of the UK's bestselling cereal brand is upbeat about the challenge of taking it into North America by extolling the 'fuel' story and avoiding going head to head with the multinational giants of the industry.
Nick Fell, SABMiller's global marketing chief, may be in charge of a portfolio of brands covering more than 75 countries and backed by a £390 million adspend, but he believes beer is a local product that must be marketed locally.
The Virgin Atlantic head of global advertising is confident that the airline's trusted relationship with RKCR/Y&R will give it the edge as it looks to create worldwide marketing campaigns that set it apart from the competition, John Tylee writes.
The easyJet marketing director wants the carrier to be the first choice for both business and pleasure, John Tylee discovers.
Can Norwich City's promotion to the Premier League and a tie-up with children's charities do for Aviva globally what Paul Whitehouse has done for the insurance giant in the UK? John Tylee speaks to Aviva's global marketing director, Jan Gooding.
Ian Ellington, the Walkers Snacks general manager in charge of a £30 million adspend, not only reformulated its products but also its marketing. The result? A much-loved, flexible ad campaign and a Cannes Grand Prix. John Tylee reports.
Organic farming advocate Tim Mead has overcome his initial adland culture shock, entrusting £5 million to BBH to help him take on the international dairy industry with a campaign that has delivered handsome sales returns, John Tylee writes.
Phones 4u's marketing director, Russell Braterman, has used clever tactics from free Bones 4u condoms to Asbo-themed Christmas wrapping paper to carve out a niche for his brand and ensure young customers keep coming back.
The Arla Foods marketing chief, Danny Micklethwaite, has a dream job in one of the toughest markets.
Alan Partridge, Peter Kay and a couple of beach bums called Brad and Dan have brought a smile to the faces of thousands of people, including Mark Given, the marketer responsible for Foster's and John Smith's advertising. John Tylee reports.
Welcome to the first incarnation of a new element in Campaign in which we invite experts to burrow beneath the surface of the catch-all that is "digital". Google, Isobar Mobile, JWT London, LBI and MBA share their insights on mobile.
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