Author: Amrit Virdi
Articles I have written for Marketing Week
Amrit Virdi
NCTJ-Accredited Reporter @ Marketing Week
Bylines @ Music Teacher Magazine, Children and Young People Now, Stylist, Clash, OK!, DIY, Women's Health, HR Magazine, London Runway, LeftLion etc
Former Podcast Producer @ CYP Now and Former Formula One Podcast Host
Highlights
‘The marketplace of the future’: Social shopping and the rise of ‘discovery commerce’
From collaborating with key opinion leaders in China to driving “incremental revenue” through live shopping, brands are using social commerce to reach new demographics.
What attributes do marketers need to find future success?
Marketing leaders from HSBC, Meta, Motorway Group and L’Oréal share the key attributes they think marketers will need to thrive in future.
‘Marketing is messy by nature’: Tony’s Chocolonely’s CEO on respecting the art of marketing
On its mission to end exploitation in cocoa, the retailer is relying on the creativity of marketers to build positive relationships with consumers.
‘Lessons learned the hard way’: Marketers on the mistakes they made while building sustainable brands
Marketing leaders from Abel & Cole, Who Gives A Crap and Allplants share their trials and tribulations from working to become a sustainable brand.
‘A sponge for all his knowledge’: Inside the rise of personal brand managers
Do personal brand managers help busy execs build their social presence, or are leaders at risk of losing touch with their audience?
EY CMO Rebecca Hirst: ‘We only measure what we treasure’
Marketing leaders from John Lewis, EY and NatWest share what they think is, and isn’t, necessary to unlock hidden opportunities in marketing.
‘We feel a degree of confidence’: How Chase is repositioning after doubling brand awareness
Chase, the American bank owned by finance giant JPMorgan, has been an established brand in the US since 2000, but that was no guarantee of success when it launched into a competitive banking category in the UK back in 2021.
John Lewis campaign ‘failing to land’ with non-customers, data suggests
Kantar’s latest data suggests the recent John Lewis ad is landing with shoppers, but not with those unfamiliar with the brand.
‘Evolution, not revolution’: Alzheimer’s Society on ‘stripping back’ to make a bigger impact
The Alzheimer’s Society is on a mission to tell the “hundreds of thousands” of real stories of living with dementia after relaunching its ‘The Long Goodbye’ campaign.
‘Youth mobilisation strategy’: Why RSPB wants to be ‘more than a bird charity’
The RSPB wants to balance a sense of nostalgia with a foray into TikTok, as the charity hopes to reach new audiences and long-term supporters alike.
‘Paradigm shift’: How brands and charities are ‘mobilising’ to ‘crack’ social challenges
Brands and charities are increasingly working towards “shared missions”, as the focus shifts from “transactional exchanges” to aligned values.
‘Incredibly resilient’: Corporate-NGO tie-ups switch from ‘tactical’ to ‘problem solving’
New data suggests modern corporate-NGO partnerships are increasingly driven by “strategic alignment and long-term impact” in a bid to get closer to communities.
‘Hit a sweet spot’: John Lewis claims ‘buzz’ is back with return of price pledge
The retailer says the return of its ‘Never Knowingly Undersold’ pledge has resulted in 55,000 extra organic visits to the John Lewis site.
‘We’re going in the right direction’: M&S on brand reappraisal and the transformation journey
With curated stores, TV deals and influencer collaborations high on the agenda, top marketer Anna Braithwaite admits M&S still has “a long way to go”.
‘High-performance culture’: M&S marks ‘new beginnings’ with ITV partnership
Celebrating the “beginnings of a new M&S”, the retailer is partnering with ITV on a TV show aimed at lifting the lid on its “high-performance culture”.
Aldi pledges ‘record’ investment to cut prices as sales soar
Aldi has pledged “record” investment aimed at cutting prices, as the supermarket prepares to spend £800m accelerating its expansion nationwide.
How CALM is using ‘targeted’ messaging to raise awareness on youth suicide
Mental health charity CALM is targeting ‘trusted adults’ to tackle the rising problem of youth suicide as it looks to ‘resonate’ with different audiences.
Q&A: Gloria Onitiri - Music Teacher
After being talent-spotted as a teenager, Gloria Onitiri is now a fully-fledged West End star, having played roles in Cinderella, The Lion King, Avenue Q and, most recently, Hadestown. Amrit Virdi meets her
TikTok on empowering the next generation of Paralympians
TikTok is working with ParalympicsGB to raise awareness of the games and inspire future athletes by reaching new audiences.With the Paralympic Games now in full swing, TikTok is working to raise awareness and excitement around the event and para-sport more generally by engaging new audiences with bespoke content.
Joint work ‘key to safeguarding’ in CSE cases - CYP Now
Part two of my investigation into the handling of child sexual exploitation by police forces.
Police forces struggle to tackle child sexual exploitation cases - CYP Now
Part one of my investigation into the handling of child sexual exploitation by police forces.
Interview: Lucy Peake, chief executive, Kinship - CYP Now
Amrit Virdi speaks to the chief executive of kinship care charity Kinship
Lego hails record profits as partnership strategy expands
Claiming to have “significantly outpaced” the wider toy industry, Lego is ramping up its partnerships with the likes of Fortnite and Nike in a bid to reach more consumers.
New government plans; SEND curriculum review; family support special
Including my roundup of sector reaction to the SEND curriculum review, and my selector of this month's hero and villain.
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