Scaling a premium brand: Peroni on its plan to become a top 10 global beer
Josh StephensonPeroni’s global marketing manager on how it plans to drive growth without sacrificing its premium status.
‘It’s about mindset’: Martini on avoiding the pitfalls of age-based segmentation
Josh StephensonMartini is celebrating 160 years of business with a new campaign celebrating its Italian heritage. Its marketing lead tells us how it the brand targets values rather than demographics when finding its next customers.
‘Louder, noisier, more provocative’: Oatly on its plans to accelerate growth
Josh StephensonAs Oatly launches its latest campaign thanking the dairy industry for its efforts, the brand’s creative directors discuss provocative campaigns and unique marketing structures.
Little Moons’ marketing boss on protecting budget in tough times
Josh StephensonMarketing director Ross Farquhar detailed how Little Moons maintained spend in a challenging economic environment.
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Tesla to start advertising in major reversal for brand
Josh StephensonTesla CEO Elon Musk has avoided traditional advertising campaigns in the past, but increased competition in the electric vehicles market may have forced his hand.
‘The right strategy for the future’: John Lewis’s top marketer on what comes next
Josh StephensonJohn Lewis customer director Charlotte Lock on why the brand’s solid foundations have led to improved footfall in 2023 amid plans to overhaul its loyalty and digital strategies.
The Marketing Academy reveals its 2023 Scholars
Josh StephensonThirty marketing executives will take part in this year’s Scholarship, which aims to help them develop the skills they need to take up senior and board-level roles.
Sky on how it plans to disrupt a ‘grudge purchase’ market
Josh StephensonSky Protect is the latest push from Sky into a new market, this time home insurance. Its top marketers talk about where its confidence in disruption comes from.
‘Refresh rather than rebrand’: Why Pets at Home is simplifying its brand portfolio
Josh StephensonPets at Home has “refreshed” its brands, bringing them all under the Pets umbrella as it looks to draw better connections between the different arms of the business.
‘We always follow the customer’: John Lewis’s marketing boss on its loyalty plans
Josh StephensonWith the development of its revamped pan-partnership loyalty proposition underway, the business is hoping to encourage more “cross-shopping” across John Lewis and Waitrose.
Premier Inn owner hails brand marketing a ‘powerful tool’
Josh StephensonThe hotel chain, owned by Whitbread, saw profits increase by 19% compared to pre-pandemic levels as CEO Dominic Paul credits the strength of the Premier Inn brand.
‘In sync with the zeitgeist’: How Evian plans to increase its ‘premium appeal’
Josh StephensonFollowing its latest collaboration with fashion brand Balmain, Danone Waters’ top marketer shares the benefits of cross-brand partnerships and why it has a responsibility to “push the sustainability agenda”.
How Unilever changed the narrative around dirt to deliver a 900% sales boost
Josh StephensonAs Unilever approaches the 20th anniversary of Dirt Is Good, its vice-president of marketing says the platform is “absolutely one of the reasons” people choose its laundry brands over rivals.
Tag Heuer’s CMO on why authenticity has become luxury’s ‘new currency’
Josh StephensonThe luxury watch brand has enlisted Hollywood actor Ryan Gosling to star in a short film as it celebrates the 60th anniversary of it most famous watch, the Carrera.
How can marketers handle the ‘inherent tensions’ in recruitment?
Josh StephensonWith more than half of marketers looking for a new role, what is the best way to navigate the hurdles of a recruitment system that has never demanded more from candidates?