Oatly’s creative boss on why he could never be a CMO
Niamh CarrollChief creative officer John Schoolcraft explains Oatly is a brand without a “red thread”, which fuels its “consistently inconsistent” approach.
Niamh is a reporter for Marketing Week. She covers FMCG, food and drink, utilities and travel. She is also interested in regulation and tech in the marketing industry. She joined Marketing Week from advertising publication VideoWeek in March 2022. Niamh graduated with an MA in international journalism in 2020.
Chief creative officer John Schoolcraft explains Oatly is a brand without a “red thread”, which fuels its “consistently inconsistent” approach.
CEO Bjørn Gulden admits the company still has a “long way to go” as it seeks to build brand equity and recover from a disrupted few years.
Despite its parent company posting a pre-tax loss of almost £1bn, the supermarket giant stepped up marketing spend in 2023 in a bid to improve value perceptions.
Campaigns designed to drive trust in the brand had traditionally centred around rational fact but with its most recent effort, McDonald’s decided humour could enable it to more effectively drive food quality perceptions.
After an “abnormal” 2023 where pricing dominated, Asahi will be returning to using a broader range of levers including innovation to drive growth this year, says CMO Grant McKenzie.
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The broadcaster claims marketing is acting as a key tool to drive growth for the ITVX streaming platform, which grew total views by over a quarter last year.
The Chancellor has set out a range of measures affecting small businesses, vaping and pubs in his Spring 2024 budget.
Having grown revenue through price increases last year, Nomad Foods is stepping up its marketing investment and innovation to return to volume growth.
Greggs increased sales by almost 20% in 2023, as it focused on making its brand “mean more to more people” as well as increasing its availability through new stores and extended opening hours.
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AB InBev’s volume sales declined by 15.3% in North America in the final quarter of the year, this was primarily driven by Bud Light, over six months on from a boycott of the brand.
Tasked with managing the tensions between long and short-term growth, Mars Food & Nutrition marketing boss Matthew Graham explains how his team focused on “fewer, bigger, better” innovation.
Weaker consumer confidence and an increasingly promotional environment has led Halfords to downgrade its profit expectations and seek strategies to cope with market volatility.
The amount spent on promotions increased by 4% versus the same month last year, according to data from Kantar, as supermarkets compete to out-do each other on price in an ever-competitive environment.
Tesco’s recently departed chief customer officer, Alessandra Bellini, has been part of many innovation successes; however, it’s those that didn’t work from which she has learnt the most. She explores these lessons in the latest edition of our series exploring marketers’ mistakes.