Unilever highlights Ben & Jerry’s and Hellmann’s growth following brand purpose criticism
Michaela JeffersonThe FMCG giant will focus on driving long-term growth this year despite inflation, backed by “competitive” levels of marketing spend.
The FMCG giant will focus on driving long-term growth this year despite inflation, backed by “competitive” levels of marketing spend.
Jim Shearer takes over from Sarah Koppens, who helped steer the business through two years of growth and attract 2.4 million new customers during the first Covid-19 lockdown alone.
With M&S four years into its transformation plan, the business says now is the “perfect time” for its two marketing teams to begin collaborating in a significant way again.
A closer relationship between its brand and performance marketers helped Mars Petcare cut the cost per acquisition of pet food brand James Wellbeloved by 57%, while giving its brand team valuable insight to help “sharpen” its ads.
The chocolatier’s catalogue scored in the top 2% of all UK ads on persuasiveness, while also proving its ability to drive long-term brand building, according to the latest data from Kantar.
New research from the ASA identifies three broad potential harms that could arise from adverse portrayals of race and ethnicity in advertising.
Tesco claims to have learned a “huge amount” from its failed discount chain Jack’s, but retail experts say it would have been better off focusing on the Tesco brand from the beginning.
The campaign will highlight M&S’s entry price point products across its homeware business, from £1 face towels to £7.50 duvet covers.
ISBA’s director of agency services believes pitches have become “more frequent, more complex and more costly”, to the detriment of both advertisers and their agencies.
A renewed look at talent is “vital” for the future success of the industry as brands, agencies and media owners “struggle” to attract and retain staff, says AA president and Tesco chief customer officer Alessandra Bellini.
Claiming “the ROI is there” for investment in marketing-led innovation, the FMCG giant plans to leverage the strength of its brands to support price increases.
The UK’s international aid organisations are launching a joint campaign for the first time, aimed at rebuilding the prospects of the entire category.
While more than a third of marketers expect to see new hires over the next three months, expansion plans have begun to tail off since hitting a peak last year.
A new report by econometrics firm Magic Numbers suggests the evolution in online advertising is a driving factor behind the increase in marketing’s average return on investment.
Peter De Roos will join Lidl GB in April from Lidl Netherlands, where he is currently director of purchase and marketing.