Hannah Bowler

Sitting down with The Drum after debuting the retailer’s latest Christmas campaign, Anna Braithwaite, marketing boss for home and clothing, reflects on three years of hard work to make the brand synonymous with style.

The European footwear retailer dropped its first TV campaign in 15 years to reaffirm its place on the high street. The Drum sits down with its chief marketer to find out how she plans to bring brand back into the business.

Search has fundamentally changed since the introduction of AI overviews on the world’s biggest internet browsers – and there will be an impact on brands. Here’s what you should be preparing for.

The challenger brand has been freshening up the sector with influencer marketing, cool brand collabs and innovative comms.

For The Drum’s B2B Focus, we talk to HubSpot’s Nicolas Holland about changes to search, shifting social media habits and an “overwhelming” amount of data.

Wildfire tackles B2B marketing’s ‘boring’ reputation and encourages industry to get more creative.

How do you regain the trust of customers after a glitch in your system brought the world to a halt? The Drum asks whether the cybersecurity firm responsible for this summer’s IT outage has rebuilt its brand.

The year ahead is set to be another tough one for marketers being asked to do more with less cash.

In 2024, CMOs had to get used to new team structures, become experts in the fashion industry and know when to say no to a trend (eg Brat Summer). Few people can do all those things; here’s how the role evolved.

This year, brands had to grapple with culture war politics, find ways to cut costs using AI and think up new ways to structure the marketing function. We round up some of our most-read brand stories of 2024.