Tony’s Chocolonely describes its product as its “biggest marketing tool”, but having now established its brand it is now looking to scale, with plans to start investing in paid media soon.
Intel feels “bullish” about its future, CMO Karen Walker says, as it invests behind its brand to support its “massive growth trajectory”.
Corona has opened an island off the coast of Colombia, designed to embody its brand purpose and promote escapism and sustainability.
CMO Tamara Rogers says that the consumer health business will achieve growth by adjusting its structure, focusing on effectiveness, and doubling down on purpose.
Leading questions and researcher bias have fuelled the social purpose orthodoxy, which marketers are only now acknowledging has no basis in evidence.
Marketing ethics is an increasingly complex and risk-strewn area, which makes it more important than ever for marketers to be well versed in its principles.
Conversations around purpose aren’t “nuanced enough”, says Mars vice-president of brand purpose Michele Oliver.
Attracting sponsors from Lego and Starling Bank to Pandora and LinkedIn, women’s sport is revving up for a record year fuelled by the return of the Euros.
Cannes Lions may be a reflection of the best connected – rather than best – people in marketing, but when it comes to tackling issues from the reversal of women’s rights to inclusion, that’s not necessarily a bad thing.
Marketers should be proud of their twin responsibilities of business growth and organisational culture – but to be credible they must measure themselves against metrics that matter.
Roe v Wade is not just a US issue, nor can brands assume it doesn’t affect them. Now is the time to stand up for your workers’ and consumers’ rights.
Improving representation and inclusivity will help make Google’s marketing more effective, according to CMO Lorraine Twohill.
The proportion of UK consumers that factor sustainability into their decisions when buying cosmetics and toiletries has never been higher. But, as new research by Teads reveals, major hurdles for marketers remain, from confusion to comparability to relying too heavily on social media to get their message across.
Marketers in consumer healthcare are often wary of being creative with their campaigns, but Bayer’s top marketer Patricia Corsi believes there is an opportunity to build better relationships with consumers.