How Coca-Cola overhauled its marketing in 2015
Leonie RoderickFrom its ‘one brand’ strategy to lower calorie products, the soft drinks company is determined to keep up with changing consumer behaviour.
5 things you need to know this week
Thomas HobbsFrom ex-Man United goalkeeper Edwin van der Sar’s journey into marketing to Warburtons teaming up with the Muppets, here are five things you need to know from the week of marketing.
Marketing Week partners with Mumsnet for third Mumstock event
Leonie RoderickMarketing Week is the media partner of parenting website Mumsnet’s third annual ‘Mumstock’ event, which aims to highlight that while brands have access to a lot of data around parents, many still get it wrong.
Netflix subscribers climb after password sharing crackdown
Grace GollaschNetflix says it will stop reporting subscription numbers, instead looking at engagement as a key indicator of customer satisfaction and the future strength of the business.
‘That’s why we go to Iceland’: Iceland tweaks long-running brand slogan
Niamh Carroll‘That’s why mums go to Iceland’ has been a long-running slogan for the retailer, but it has been tweaked to reflect “all aspects” of its consumer base, its chairman says.
Marketers on the ‘perfect blend’ of internal talent and external expertise
Ellen HammettIn a bid to create best-in-class teams, how are marketers striking the balance between rewarding existing talent and bringing in new blood?
Pernod Ricard on ’empowering’ its marketers to communicate on sustainability
Niamh CarrollGreenhushing is a symptom of marketers feeling nervous about how they communicate on sustainability, Pernod Ricard is attempting to “empower” its teams to tackle the issue.