Recommended reading: Dream teams and disruption in the ad industry
Molly FlemingMarketing Week reviews the latest books for marketers.
Marketing Week reviews the latest books for marketers.
Häagen-Dazs’s admits the brand’s version of luxury had started to feel “unapproachable and unattainable”, especially with disruptive new brands entering the market, but a new marketing strategy aims to build a more personal connection with customers.
Laundry and homecare business Henkel is looking to banish sexist stereotypes as it readies a number of “disruptive” campaigns.
Noel Edmonds’ clever campaign for compensation from Lloyds Banking Group is harming perceptions of the Lloyds brand, which will ultimately cost it customers – and he’s unlikely to give up.
Coca-Cola used crowdfunding site Indiegogo to launch its premium water brand Vasler in a move that shows corporate giants need to adopt a startup culture to foster innovation.
Direct-to-consumer brands are taking control of their creative, digital and social campaigns, in many cases preferring to nurture talent in-house, rather than outsource to agencies.
In order to realise its ambition to stop selling cigarettes, Philip Morris International is hoping to claim a sizeable stake of the smoke-free market and persuade government that advertising restrictions are 30 years out of date.
With customer experience a focal point for businesses across all sectors, marketers shouldn’t just be looking at B2C brands for inspiration as B2B is increasingly seen to be leading the way.
The redesign is the latest move by Coca-Cola to get more people drinking its low and no sugar variants as it looks to adapt to changing consumer tastes and the introduction of the sugar tax.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Strong growth in categories such as ice cream, soft drinks and savoury snacks helped boost sales of branded goods over the summer.
Lego brought creative in-house a few years ago to ensure creative has “a seat at the table” and improve transparency, productivity and innovation.
We arm marketers with all the numbers you need for the coming week including how news sites are seeing a decline in third-party cookies post-GDPR and what the new generation of marketers want.
Gav Thompson tells Marketing Week editor Russell Parsons about his zig-zag career, founding a major national brand and his CMO roles across various sectors, including at Paddy Power.
Pepsi is buying the carbonated water company as part of its plan to branch into purpose-driven healthy alternatives to fizzy drinks.