‘Growth is back’: Nestlé bets on ‘iconic brands’ to drive second half success
Matthew ValentineDetermined not to “buy growth”, Nestlé believes compelling product and brand propositions, alongside managing price, will help the business thrive.
Determined not to “buy growth”, Nestlé believes compelling product and brand propositions, alongside managing price, will help the business thrive.
Marketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
The hotel chain is the latest brand to announce it’s appointing a chief marketing officer for the first time.
With the demands on marketers forever changing, is coaching the answer to career success?
Focusing on its 30 Power Brands enabled the FMCG giant to free up nearly €700m in extra brand and marketing investment to feed a “strong” innovation pipeline.
The Inclusive by Design theme is a rallying cry for businesses to build inclusive practices into their creative to ensure brands, products and communications are accessible for all.
ITV reported higher than expected growth in total advertising revenue, driven by a “very successful” performance during the 2024 UEFA Euros.
The UK advertising market grew 9% to £9.2bn during the first three months of 2024, almost three percentage points ahead of last quarter’s forecast.
Don’t think of loyalty programmes as points-based schemes that cost money, but as an investment in new revenue streams and drivers of profitable growth.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Nestlé declaring “growth is back” to two brands hiring their first CMOs, it’s been a busy week. Here is my take.
The CMA’s analysis into loyalty pricing is still ongoing, but it says it is “unlikely” to conclude that supermarkets are unfairly inflating non-loyalty pricing to make their member pricing appear more attractive.
Oatly CEO’s told investors it would refocus on its “reason for being” and be “slightly less self-indulgent” in how it uses its brand voice.
Men featured as central characters in 84% of ads, while only 15% of female characters are portrayed as having financial expertise, new study finds.
Understanding the six ways in which financial value is created can help marketers unlock bigger budgets.
As part of its new brand strategy, Lastminute.com hopes to position itself as the go-to place for last minute deals in a “very competitive” travel landscape.
Reckitt is selling ‘non-core’ brands, including Air Wick and Cilit Bang, and changing its business structure to chase long-term growth.
Brand advertising – rather than direct response – driving YouTube revenue, says Google, which credits AI innovation for second quarter growth.
Recruiters and jobseekers are continuing to struggle in the current landscape, with few jobs and opportunities leaving brands taking advantage of the ‘buyer’s market’.
Debate continues to rage as to whether out-of-work marketing candidates should signal their employment status on LinkedIn, with recruiters conflicted on the pros and cons.
Instead of seeing redundancy as a blow to their self-worth, marketers are reclaiming their careers and finding new avenues to thrive.
Implementing AI in the recruitment process can help brands shake off bias and hire for skills over experience, headhunters suggest.
How you spend the biggest part of your marketing budget depends on your brand and audience, but there are a few things all brands should pay attention to.
It’s typical that marketers fawn over a brand built through promotion and packaging, when they ought to focus on their role in improving the thing they sell.
Marketers see GenAI as a productivity aid, but in reality that means more work in the same time, not the same in less.
Creative campaigns and exclusive insights from across the agency landscape.
Mars introduced a tool that uses “behavioural philosophy” to predict the impact of creative in driving sales in 2020, part of its eternally evolving effectiveness effort.
Having the right people at the heart of effectiveness programmes is the difference between succeeding and failing.
B2B marketers have long leaned on lead generation as a way to quantify their contribution to revenue, however, with many recognising it can be a blunt measure, is there a better way for marketing to showcase its contributions?
Solving the increasing burden of responsibilities on marketers doesn’t come with any easy answers. But from increasing the profession’s presence in the boardroom to changing the culture of overwork, there are things that can be done.
Marketers should cease pontificating about the validity of CMOs and their time in post, and start focusing on how to do the job better.
Five top marketers from a range of businesses share their outlook for the future of marketing leadership, from struggles with role fragmentation to the need to be deep collaborators.
High levels of inflation have forced many brands to lean on increased prices as a lever of sales growth. This year, growth will have to come from elsewhere, presenting marketers with a huge challenge.
Maintaining a balance between price and footfall growth is a “North Star” for the McDonald’s business, which hopes its growing loyalty scheme will help it further step up its pricing strategy.
Escaping dependence on price promotions is a tough challenge, but it’s achievable with Mark Ritson’s systematic approach.
AI is making strides in retail personalisation and marketing content creation, and will continue to be a game-changer alongside expert human judgement.
If engagement is falling, your technology isn’t serving your objectives or campaign stagnation is creeping in, it may be time to switch or upgrade your marketing platform. Here’s what you should know.
Virtual production helps brands to cut the costs and environmental harms of video shoots, without compromising on the creative possibilities.