Dr. Martens: Brands need the confidence to constantly ‘reframe’ themselves
Niamh CarrollMarketers should view their relationships with consumers as a “collaboration”, said global brand marketing manager Janine Hearn-Odell.
Britvic ramps up marketing activity to drive long-term ‘growth ambitions’
Niamh CarrollBritvic is using its “highly relevant” marketing strategy to maintain the momentum of its core brands, while expanding its portfolio to move into new growth areas.
Incoming in-store HFSS restrictions could lead to ‘huge swings’ in category share
Niamh CarrollDespite the government announcing a delay to new HFSS multibuy and advertising rules, changes to in-store display rules are set to go ahead. These will have a major impact on affected brands, say analysts.
Marketing salaries, ethics and contextual targeting: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
CEOs are one of the most ‘underrated’ marketing tools, study finds
Niamh CarrollNew research shows a strong correlation between the personal reputation of CEOs and that of their brands, particularly in founder-led businesses.
How PepsiCo is moving beyond a ‘dated’ idea of ecommerce
Niamh CarrollPepsiCo is moving beyond the traditional idea of ecommerce towards a model of “digitally-infused” retail that encompasses DTC, rapid delivery and AR.
How Birra Moretti plans to build an ‘iconic’ brand with immersive experiences
Niamh CarrollThe brand aims to engage consumers with a “meaningful” message and build its share of the premium beer market, says global marketing director Marcelo Amstalden Möller.
Controversial Adidas ads banned for ‘explicit nudity’
Niamh CarrollWhile Adidas argues the images of breasts in the ads are a recognition of the diversity of bodies, the ASA has deemed the nudity as likely to cause offence.
Weetabix’s Gareth Turner leaves to focus on marketing consultancy
Niamh CarrollWeetabix’s head of marketing plans to use his 20 years of FMCG experience to help scale-up brands and agencies in the sector.
Consumer priorities, inflation, brand loyalty: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
Why Malibu is refreshing its brand despite a period of ‘exceptional’ growth
Niamh CarrollBrands shouldn’t wait until they are on a “downward trajectory” to launch new work, argues Malibu’s top marketer.
Boohoo makes ‘record’ marketing investment to drive growth of new brands
Niamh CarrollBoohoo is targeting growth in the second half of this year after elevating its marketing investment to build its newly acquired brands.
Why Mr Kipling is tapping into consumers’ ’emotional’ connection with the brand
Niamh CarrollMr Kipling has seen good growth for several years, but now is the “natural time” for a “refresh” of its brand platform, says Premier Foods’ CMO Yilmaz Erceyes.
How Revolution Beauty is using the ‘power’ of DTC to drive ‘huge’ growth
Niamh CarrollThe beauty brand has experienced rapid growth since 2014 selling through third-party retailers, but now it’s got its sights set on reaching customers direct.
Unilever to price ‘aggressively’ to protect brands from inflationary pressures
Niamh CarrollCEO Alan Jope has promised to maintain “strong” investment in Unilever’s top brands, particularly in ensuring its media spend stays at “competitive levels”.