Five things you need to know this week
Alison MillingtonFrom Instagram’s plans to overtake Twitter and Google, P&G’s new CEO to Heineken’s biggest ever product launch, Marketing Week rounds up the top five stories you need to know this week.
Gousto looks to ‘displace horribly inefficient’ supermarkets with food delivery service
Alison MillingtonHome-delivery recipe kit service Gousto is looking to “displace supermarkets from the bottom up” as it hires its first CMO and launches a mobile app after seeing 500% growth so far this year.
Brands need to build momentum around disability sport
Alison MillingtonBuzz around disability sport has died down since the London 2012 Paralympics and more ‘storytelling’ needs to be done by brands to boost interest and participation.
Eat on how its ‘single-minded brand view’ can help it connect with customers
Alison MillingtonEat is upping competition with food-to-go rivals such as Pret and Itsu with a £13m store rebrand and a focus on digital and social that it claims enhance the in-store experience and will help it spread its quality food message.
Heineken pushes £7m into biggest ever product launch for Strongbow Cloudy Apple
Alison MillingtonHeineken is investing £7m into the launch of Strongbow Cloudy Apple, the biggest launch in the alcohol category this year and the largest new product launch Heineken UK has ever done.
Can New Balance’s ‘athletes first’ focus take on Nike and Adidas?
Alison MillingtonAfter introducing its first global ad campaign earlier this month and launching its football business in March, Marketing Week caught up with New Balance’s head of global marketing Hilary Keates to hear how the brand’s evolution to focus on “athletes first” has led to 15% sales growth and what it plans to do next.
Should brands be focusing on digital tech rather than digital advertising?
Alison MillingtonBoth Starbucks and Domino’s have highlighted the benefits of investing in digital technology and ecommerce capabilities to improve the customer experience. Domino’s saw its app sales overtake desktop for the first time and Starbucks’ posted its “most remarkable quarter” yet thanks to its mobile ordering and payment service. The results show that brands should be focusing on the benefits of investing in digital technology rather than simply pushing money into digital advertising.
Innocent looks to take coconut water mainstream with new product push
Alison MillingtonInnocent is launching a national campaign in support of its newly launched range of 100% coconut water as it looks to catch up with the US and make the health trend mainstream in the UK.
How Instagram’s mobile ad revenue will overtake Google and Twitter
Alison MillingtonInstagram is set to hit $2.81bn in mobile ad revenue globally by 2017 according to an eMarketer forecast, surpassing the likes of Google and Twitter in the US.
Data Storytelling Conference and Awards to celebrate ‘turning numbers into narratives’
Alison MillingtonMarketing Week’s 10th annual Data Storytelling Conference and Awards will take place in London on 10 September to celebrate how brands are using data to bring their stories to life.
Jacob’s looks to become ‘modern brand’ with £14m savoury snack push
Alison MillingtonJacob’s wants to move from being a ‘trusted’ to a ‘modern and up-to-date’ brand through a new campaign supporting the launch of ‘Cracker Crisps’, part of a £14m masterbrand push in 2015.
McDonald’s says turnaround plan is working despite sales fall
Alison MillingtonMcDonald’s claims it is ‘already realising some of the benefits’ of the turnaround plan it launched in May despite posting ‘disappointing’ sales results in the second quarter of its financial year.
How brands could use artificial intelligence to create ‘self-writing’ ad campaigns
Alison MillingtonThe world’s first artificially intelligent poster campaign, which evolves to write its own copy and selects its own images and fonts based on the reactions of passersby, has gone live in London.
Britvic acquires Brazilian soft drinks company ebba as GB revenues start to rise
Alison MillingtonBritvix has announced the acquisition of Brazilian soft drinks company Empresa Brasileira de Bebidas e Alimentos SA, known as “ebba”, in a move to extend and introduce Britvic’s brands to new markets.
Coca-Cola ‘confident increased investment in marketing is working’
Alison MillingtonCoca-Cola says it is seeing ‘better performance’ after improving the quality of its advertising by increasing its spend on media and adopting zero-based budgeting.