Interviews, insight & analysis on digital media & marketing

Brands

Thinking like a local, acting like a global brand: how Karo Healthcare is transforming its media model

Kristie Naha-Biswas joined Karo Healthcare just over a year ago with a clear but sizable brief: transform the media model of a global business built on intensely-local brands, without the budget advantages enjoyed by bigger competitors. As Global Head of Media and Digital Marketing, she spoke to New Digital Age about retail media, the influencer shift toward healthcare experts, the GEO opportunity, and why “bold and badass” is more than just a meeting room slogan.

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Retail

Bridging the gap between brand-building and business outcomes: lessons from Tesco, Reckitt, Sky and Adlook

At the recent Future of Brands conference, a panel tackled one of the most persistent challenges in marketing: proving the commercial value of brand-building to the boardroom. Moderated by Rachel Forde, co-founder of TheZoo.London, the session brought featured Bhavesh Patel, Director of Media at Sky; Darren Thompson, Vice President of Sales, UK at Adlook: Gordana Buccisano, Global Brands Strategy Director at Reckitt; and Tom Mardon, Head of Media & Campaign Planning at Tesco.

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