It started with a tweet and went on to raise over £20m to tackle food poverty.

Beating stiff competition from the likes of Aldi and O2, Marketing Week Masters award winner Forest Holidays knows that open communication, having a vision and talent spotting are the hallmarks of a successful marketing team.

In the latest episode of Marketing Week’s podcast series, the Marketing Week Masters Team of the Year discuss the value of specialisms, grassroots talent and going all in to achieve their transformation agenda.

Boasting a growing loyalty membership and subscription base, Pets at Home is investing significantly in personalisation in a bid to boost its marketing effectiveness.

With plans underway to develop a centre of excellence for consumer experience, Britvic intends to ramp up its marketing investment and enhance its digital marketing capability in a bid to chase growth.

Customer champion, strategist, storyteller, frontline defender of the brand – the chief marketing officer (CMO) holds one of the most innovative and demanding roles in any organization.

From Coca-Cola’s streamlined agency model and its  DTC play to TUI’s revamped media strategy and an open letter calling for the end to advertisers spreading climate misinformation, catch up on this week’s biggest marketing news.

When everyone was talking about Messi, Budweiser and Copa90 created a campaign that would ensure the drinks brand was seen as more than just a mere part of the conversation.

It’s hard to tell a great story without a great character but most B2B brands seem reticent to entertain the idea. One exception is Salesforce, which introduced Astro who helped revitalise the brand and make it interesting again.