Merlin appoints Craig Inglis as first CMO
Charlotte RogersDescribing the creation of the CMO role as a “significant milestone”, the entertainment giant has tasked Inglis with “redefining” the brand globally.
Describing the creation of the CMO role as a “significant milestone”, the entertainment giant has tasked Inglis with “redefining” the brand globally.
The future of advertising is in-house, claims Airbnb’s top marketer Hiroki Asai.
Despite increasing marketing spend in Q1, Airbnb is considering a potential tightening of activity to “drive growth” as it looks to become “more aspirational”.
Since rebalancing its marketing mix to focus on brand building, Airbnb has reaped the rewards, though top marketer Hiroki Asai says its model will not work for all brands.
The travel business is aiming for more direct bookings over those generated through paid marketing investment, something that it claims will benefit its P&L.
Having built its marketing strategy around brand building since 2021, Airbnb is moving into new categories in a bid to become a hub for experiences, not just overnight stays.
Saga cut marketing spend by £4.2m in 2024, pausing investment in some areas of its insurance business in a challenged market.
Allwyn took over the National Lottery licence from Camelot in February and is aiming to inject some “magic” into the Lottery’s individual games to recruit new and lapsed players.
The decision to charge visitors more during peak summer periods comes as Merlin Entertainment reports lower than pre-pandemic visitor numbers.
Having expanded both the marketing team and brand budget, Trainline has also invested heavily in behavioural science to fuel its growth agenda.
As the airline unveils its biggest TV campaign since 2019, marketing boss Calum Laming is looking to “build forward” not build back.
Airbnb is attracting new customers by using its advertising to “educate” rather than drive sales, says CEO Brian Chesky.
On the Beach CMO Zoe Harris says a ‘decommoditised’ brand is helping the business’s marketing spend work harder.
Celestyal is investing €2.5m in doubling its marketing team from six to 12 in order to build brand awareness and drive the boutique operator to the next level.
On the Beach’s CMO Zoe Harris has been on the firm’s executive board for over a year, which she says has encouraged her to look further ahead at the longer-term opportunities and allowed her to get inside the heads of investors.