Unilever’s CMO, Keith Weed says that marketers should focus on four big trends and link them together through strategy, in order for organisations to deliver a future they can see.
Though there is still much uncertainty around what the ‘Leave vote in the EU referendum will actually mean for business and the economy, there are indicators that brands in sectors such as luxury, discounting and alcohol could see benefits from Brexit.
From the UK’s decision to leave the EU to honest chats at Cannes Lions from Marks & Spencer and Google, here are the stories that mattered this week.
Kantar Worldpanel has expanded its Consumer Mix Model (CMM) measurement tool for brands so they are able to fully track the investment Facebook-based marketing campaigns have on ROI.
Having recently launched a new cider-based cocktail line, Rekorderlig claims the move signifies a more experimental phase as it also advises alcohol brands not to risk damage by cutting prices too deeply.
Beiersdorf’s VP of emerging markets, Neil George, talks to Marketing Week about the importance of communication, organising data and personalisation.
With the launch of its first ever UK TV ad during the England vs Slovakia match last night (June 20), Heineken is confident its Amstel brand can become a big player in the UK market due to its “authentic roots”.
It is over a year since BT launched BT mobile and sim card only contracts. With more than 400,000 customers in 12 months, the company is continuing to push its brand and establish its place in the telecoms market alongside its acquisition EE.
Former Thomas Cook CEO Harriet Green is now at IBM, pushing its internet of things agenda and drawing on her background in marketing to lead the business through its next stage of growth
The budget airline will launch ‘Ryanair Rooms’, an accommodation service that plans to collaborate with leading travel brands to provide a low price accommodation offer to its 116 million customers.
Brands using instant messaging apps such as WhatsApp and Snapchat might seem intrusive but as consumers use increases, companies such as Just Eat and the BBC are finding novel ways to engage with customers.
Tesco Mobile is offering brands the chance to reach its customers on the homescreen of their mobile phones, with users able to save money on their mobile phone bills by opting in to the new service. The mobile operator’s CEO Anthony Vollmer says it could signal a move to a business model like Spotify’s where consumers could get a free service based on the ads they watch.
The World Federation of Advertisers (WFA) has warned brands to be wary of investing too much in digital marketing until the ad tech industry takes action to combat the growing threat of ad fraud, which is expected to exceed $50bn by 2025.
With Mondelez moving away from “interruptive ads”, Jack Wills coming under fire and Uber launching its first major outdoor ad campaign, here are some of this week’s biggest marketing stories.
Following the departure of EE’s CMO Pippa Dunn in January, the company’s brand director Spencer McHugh has announced he too will be leaving EE at the end of July, after 12 years with the company.