What are the learnings for marketers from three video case studies on segmentation? Co-op director of group marketing Gill Barr, marketing professor Patrick Barwise and Marketing Week editor Ruth Mortimer discuss the essential lessons from ‘The Uses of Research’ video series devoted to segmentation, created by the exclusive partnership between Marketing Week and Quadrangle.
Molson Coors’ decision to pull Animée from shelves should see the end of female-friendly beer brands with brewers instead focusing on changing perceptions of beer amongst women.
Stella Artois launches national outdoor advertisng push to promote its first responsible drinking campaign in seven years.
Marketing Week Live (MWL) is to launch an “Out of Home Media” Zone as part of its plans for the 2013 event.
‘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.
In a bid to create best-in-class teams, how are marketers striking the balance between rewarding existing talent and bringing in new blood?
Greenhushing 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.
Leadership, communication and strategic thinking are the skills most prized by CMOs, according to new research, with functional experience lagging further behind.