As traditional publishers scramble to keep up with digital disruption and explore new ways to make money, ecommerce seems like a logical next step. But for brands looking to work with them there are numerous challenges to overcome.
While many companies try to innovate, they are often doomed to fail. But according to senior marketers at Unilever, Britvic and L’Oréal there are various steps brands can take to ensure their product makes it through the critical first two years – from taking a closer look at customer behaviour to having a wider purpose.
Cosmetics group L’Oréal, named in the top 100 companies for ‘brand purpose’ in a new report by consultancy Radley Yeldar, claims that supporting women in science careers helps benefit shareholders while also benefiting society.
Time Inc. UK has appointed Michel Koch as its first ever chief marketing officer, with the publisher stating “the time was right” to strengthen its marketing expertise and “refocus” the business after 18 months of transformation.
The average tenure for a CMO at the US’s top 100 advertisers fell again in 2023 to 3.1 years, or 37 months.
Morrisons is trialling the personalised, AI-powered initiative, which rewards shoppers for purchasing particular brands they select from a list, something it says will provide value for both the consumer and brands.
Newly appointed chief brand officer Ije Nwokorie will take over as CEO next year.
The direct-to-consumer flower business is reducing its marketing spend as it shifts its focus from growth to profitability, following £100m in operating losses last year.