The National Football League (NFL) has named former PepsiCo senior marketer Dawn Hudson as its chief marketing officer as it tries to quell fan and sponsor fears it does not take domestic violence seriously.
American International Group (AIG) is quickening investments in social, video and online advertising to exploit growing buzz around rugby ahead of next year’s World Cup in a bid to forge stronger ties to a public still wary of its past as one of the big causalities of the economic crisis.
Anheuser-Bush InBev’s (AB InBev) has drafted in former UK and Ireland executive Steve McAllister as its new president to oversee strategy in the crucial market as it looks to maintain the marketing-led sales momentum for its Budweiser and Stella Artois brands.
Microsoft is to unveil the biggest overhaul to its MSN news portal in 20 years that will see it collaborate with more than 1,000 publishers worldwide after previous investments struggled to transform it into a fully-fledged mainstream media channel.
Carlsberg is to centralise social media content for its brands around what it claims are “state-of-the-art responsive websites” in an attempt to make the fan journey from social to web seamless.
Under Armour is bringing its female athletes such as skier Lindsey Vonn together alongside its first non-athlete ambassador fashion model Gisele Bündchen to target women it claims are increasingly wearing more athletic apparel outside of the gym.
Mondelez International could be about to double the number of products under its Cadbury biscuit range as it looks to use the one billion dollar brand’s profile to help dominate the category.
The Football Association (FA) is embarking on its first brand campaign to try and convince fans to attend England matches more regularly as it looks to bounce back from record low crowds at Wembley following a disappointing World Cup.
Kronenbourg 1664 is turning to “tastemakers” from the world of sport, music and entertainment such as Alex James and Colin Murray to front an online series created to give the brand a more lifestyle-orientated tone.
Heineken is to reward smaller pubs and restaurants for selling more of its beer through a location-based loyalty scheme it hopes will steal share in the on-trade from rivals.
Mars is uniting with HIV charity (RED) to spearhead an awareness drive to help prevent the transmission of the disease from mothers to their babies.
General Mills is shifting from volume-driven to brand-equity marketing campaigns across Europe in a bid to fix the “disruption” caused by an appetite for promotions from rivals and retailers.
KFC is aligning TV, print, outdoor, PR and digital together for the first time to mark the arrival of its pulled chicken range, a tactic it hopes lifts the premium credentials of the brand.
KFC is looking to steal a share of the £68.4m BBQ style food market in the UK with the launch of a pulled chicken range it claims is the “biggest overhaul” to its menu in 20 years.
After ten years of aggressive acquisitions, Pernod Ricard’s bloated size weighed on revenue growth in 2013. Armed with a three-pronged approach aimed at “simplifying, prioritising and mutualising” operations, the business is reconnecting its brand and market marketing teams to win customers “in the last three feet” of the sale.