TUI launches academy to break down silos in marketing
Molly FlemingTUI’s CMO for UK & Ireland says the travel company has developed the marketing academy to create more rounded marketers and improve its employer branding.
TUI’s CMO for UK & Ireland says the travel company has developed the marketing academy to create more rounded marketers and improve its employer branding.
The world’s biggest brewer hopes using the “power and recognition of the Budweiser brand” will create a more well-known corporate identity for business in the UK and Ireland.
From the danger of being a dysfunctional client and why FMCG firms should stop resisting change to the power of brand equity, Joe Tripodi shares all after 40 years in marketing.
While Volvo’s marketing strategy director Mike Johnstone says there are benefits to spending his entire career in the automotive industry, he is keen to hire from outside the sector to encourage new ways of working.
Many marketer look to move between sectors to help accelerate their career but AB InBev’s UK and Ireland marketing director Tatiana Stadukhina says there are challenges so it’s important to ensure the culture is a good fit.
The Inside Story: In the first of a new series, Marketing Week looks at how Tesco Clubcard transformed retailing, shopping and marketing forever, as told by the people who were there at its conception.
The supermarket’s group brand director Michelle McEttrick was hired for her marketing know-how rather than her retail knowledge as Tesco looked to turnaround its fortunes.
Many job ads make sector experience a prerequisite, but hiring an outsider is a powerful way to bring new thinking to a brand’s problems.
Graze was a poster child for the direct-to-consumer movement but retail now makes up most of its business, prompting a rethink about the role of its packaging, brand and the how it communicates with consumers.
Coty, which owns brands inlcuding Max Factor, GHD, Rimmel and Bourjois, is trying to take a consumer-centric approach to technological innovation, looking at where it can add value for the consumer rather than jumping on the latest trend.
Marriott has spent more than two years on the launch of its new loyalty programme Marriott Bonvoy as it looks to align the more than 30 brands in its offering and get people considering one of its hotels more often.
Benefit is updating its brand positioning to ensure it is relevant among a new wave of consumers looking for inspiration rather than aspiration and as it faces growing competition from direct-to-consumer brands.
The FMCG giant is investing two- thirds of the £1.75bn it plans to save through efficiency programmes into marketing and improving its digital teams.
Deliveroo has a new strategy and brand purpose, as well as a new brand positioning and global marketing campaign, as it looks to move beyond its core market and encourage people to switch in an increasingly competitive market.
Jägermeister is looking to innovative new ways to make its brand more accessible online, including a tie-up with age verification app Yoti that means customers will be able to pay with a debit card for the first time.