PepsiCo on why sustainability initiatives don’t need to be ‘perfect’
Niamh CarrollConsumers are more receptive to sustainability initiatives when they are tied closely to a brand’s purpose, say senior marketers at PepsiCo.
Why greenwashing should never wash with brands, or their agencies
Marketing Week PartnerBrands can’t pay lip service to sustainability, they must back up their creative with planet-friendly behaviours, the newly launched agency Morpho believes.
BT on why it won’t shy away from ‘spiky topics’
Molly InnesDeciding to “step up” and take a stand on online hate with its ‘Hope United’ campaign, BT knew it needed to move away from the standard campaign process in order to succeed.
Reach: Consumers aren’t sat at home thinking about brands
Molly InnesBrands should be bringing their purpose inwards, not outwards, says Reach’s director of market insight and brand strategy Andrew Tenzer.
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.
Innocent calls on industry to join forces to avoid ‘greenwashing’
Molly InnesTwo months on from weathering ‘greenwashing’ claims, Innocent wants to devise a common framework for communicating about sustainability to ensure brands aren’t fearful speaking out.
Why Sage is swapping B2B for ‘human to human’ with the launch of its first brand purpose
Michaela JeffersonBusiness decisions might seem logically and rationally driven, but for smaller businesses these decisions are “actually very emotional”, Sage CMO Cath Keers says.
Unilever to stop marketing food and drink to under-16s by 2023
Niamh CarrollUnilever-owned brands including Ben & Jerry’s and Magnum will no longer target children or gather their data in any of its markets.
Sports Direct to continue ‘transformation’ as data reveals success of brand building push
Michaela JeffersonSports Direct has moved its brand health forward across a number of key measures since investing in brand building, but CMO Beckie Stanion says the journey is far from over.
Mastercard’s Rajamannar on navigating the ‘confusion’ around brand purpose
Michaela JeffersonCMO Raja Rajamannar argues there is a difference between ‘brand purpose’ and ’cause marketing’, as he outlines the “roadmaps” Mastercard has built towards its own north star.
Volvo: Car brands must acknowledge they are ‘part of the problem’ on climate change
Niamh CarrollBrands have a duty to educate their customers honestly and transparently on the changes needed to tackle the climate crisis, said Volvo’s consumer director.
Munroe Bergdorf: L’Oréal controversy was a ‘masterclass’ in dialogue and humility
Michaela JeffersonThe transgender model and activist believes brands can learn a lot from her experience with L’Oréal, warning their diversity and inclusion efforts will become “tokenistic and stale” if they aren’t “plugged into reality”.
Boots on why marketing belongs to the whole business
Molly InnesFor a repositioning to succeed, it’s crucial to take the project “out of the marketing bubble” and engage the wider business, says Boots CMO Pete Markey.
Timpson CEO: Our business shouldn’t exist anymore
Charlotte RogersA culture of kindness, operating with two golden rules and celebrating failure are the secrets to retail survival, says CEO James Timpson.