Colgate launches sonic identity as it shifts focus from function to emotion
Manny PhamColgate believes sonic branding will be key to driving emotional engagement and will be used as a test case within the Colgate-Palmolive portfolio.
Diageo’s CMO on the ‘energy sources’ that underpin marketing
Manny PhamWhen Cristina Diezhandino took over as Diageo’s CMO last summer she saw it as an opportunity to rethink “the future of marketing” and introduce six pillars to rally the drinks giant’s 1,200-strong team.
How Huawei recovered its brand reputation after ‘bombshell’ ban
Manny PhamHaving swapped PR for marketing, Huawei’s Winston Eavis admits “it’s not that easy”, but his background in crisis management has helped the Chinese tech brand navigate a difficult year.
How Peperami is ‘moving the brand on’ to appeal to a wider audience
Manny PhamResearch and innovation have been key to Peperami’s growth strategy as the brand launches a campaign featuring Rio Ferdinand to showcase its revamped look and new products.
How Three’s top marketer plans to shake off its challenger image in the UK
Manny PhamThree’s Aislinn O’Connor now heads up marketing for the UK as well as Ireland, where it is the second biggest player. She plans to more than double the mobile operator’s customer base in the UK by bringing over her blueprint for marketing.
From functional to emotional: Amstel serves up Nadal to stand out from low alcohol crowd
Manny PhamAmstel’s global brand director says the brand’s latest campaign is a move to differentiate from rivals who pitch the functional benefits of low ABV drinks.
Camden Town Brewery on ‘growing its meaning’ with national TV debut
Manny PhamThe TV campaign, talking up the freshness of its beers, is part of a wider push to make Camden Town Brewery a household name.
Innocent launches brand platform to engage new ‘drinkers and thinkers’
Manny PhamHealth and sustainability are the key focus of Innocent’s ‘Little Drinks, Big Dreams’ campaign, as group marketing director, Kirsty Hunter, says it is more important than ever to highlight best practice.
Bud Light on why its ‘fun brand personality’ will be key to cracking hard seltzer
Manny PhamWith the launch of Bud Light Seltzer, Budweiser wants to use its trademark humour to demystify hard seltzers and become a leader in the nascent UK category.
Malibu on why consistency drives growth
Manny PhamMalibu saw “exceptional growth” in the last 12 months and “rejuvenated” interest in the brand thanks to product innovation and its long-term marketing strategy.
NatWest’s CMO slams lack of ‘pointed’ efforts to ramp up diversity
Manny PhamFive years ago, NatWest CMO Margaret Jobling thought the marketing industry would naturally become more diverse, but she realises now more action must be taken.
Stella Artois on creating ‘psychologically safe’ spaces for marketers
Manny PhamStella Artois global vice-president Tim Ovadia believes Gen Z marketers are more receptive to autonomy and creating space attracts diverse talent, which in turn helps foster an “ownership mentality” .
AB InBev: Creativity can solve people’s problems and marketing should be ‘flying the plane’
Manny PhamThe drinks giant set up an growth taskforce last year that meets every two weeks to discuss new ideas and creative solutions for problems.
Britvic’s CMO on how marketers can be ‘engines of growth’
Manny PhamBritvic will spend £6m on marketing its squash brand Robinsons this summer to capitalise on the brand’s recent growth.
UK brands urged to drive ‘meaningful innovation’ to arrest declining value
Manny PhamUK brands are encouraged to dial up their innovation and creativity, responding at pace to the trends caused by Covid-19, or risk diminishing value.