Sainsbury's to put content at heart of marketing strategy
Sainsbury's is to make content a central pillar of its marketing, merging its content and digital teams to deliver the strategy.
Head of online marketing Joel Dawson will lead the combined team, with head of content Sarah Ellis moving across to the PR department on a temporary 'broadening assignment'.
The increasing focus on content is intended to help deliver the supermarket's 'Live well for less' brand promise to its customers.
Sainsbury's marketing director Sarah Warby told Marketing:'If you are not feeling and acting like a publisher, you are missing a massive trick.'
The decision to create the combined team comes on the back of 'phenomenal' traffic to Sainsbury's Tu clothing website, which acts as a content portal and currently has no transactional element.
Sainsbury's is making further strides into content with the development of an ad-funded TV show called What's Cooking. The 13-week series is expected to air on weekdays on Channel 4.
Ellis featured in last year's Marketing Power 100 Next Generation, which highlights the best young marketing talent in the UK.
This article was first published on marketingmagazine.co.uk
- Innovations and Insights Director Hasson Associates £60000 - £70000 per annum + Bonus, London
- Data Planner - Leading CRM Agency - Temp to Perm (Immediate Start) - to £250 per day Fill Recruitment £180 to £250 per day + benefits, London (Central), London (Greater)
- Brand Manager FMCG Connect £28,000 - £31,000 plus benefits, West Yorkshire
- Strategist - Brand Consultancy Ann Sharman Recruitment £35,000 - £45,000 + bens, London (Central), London (Greater)
- Digital Marketing Manager - West Sussex - up to £50K Salt £45000 - £50000 per annum + benefits, West Malling
- The man who made Grey matter
- Yorkshire Tea launches £5 million campaign
- Eric Cantona to swim Channel if Brits agree Kronenbourg 1664 is best beer
- Beacons installed on 500 London buses by Exterion Media
- MediaCom's Lisa Humphreys flies flag for media in '35 women under 35' list
- Asda brings back 'pocket tap' and adopts Walmart strap line in TV ad