Why GSK has created a cross-functional team to ‘future-proof’ its brands
Manny PhamGSK Consumer Healthcare’s CMO Tamara Rogers believes there are “too many” siloes within organisations today, as she works on building collaborative and agile teams.
Unilever on why sustainability has acted as a ‘talent magnet’
Manny PhamUnilever says in 54 out of 75 markets where it tracks staff attitudes, sustainability comes out as the top reason for joining the company.
Marketers must prove ‘sustainable consumption’ is not an oxymoron
Helen EdwardsBrands need to encourage better – not more – consumption, if they are to have a place in a sustainable future for our planet and society.
People want to shop green – what can brands and retailers do to help them?
Jeremy KingAttest research shows consumers want to shop sustainably, but brands and retailers need to offer good-quality and good-value products to help them make that choice.
How Maltesers plans to shatter the taboos around maternal mental health
Charlotte RogersThe chocolate brand is teaming up with Channel 4 on the second phase of its campaign to raise awareness of maternal mental health, encouraging the public to swap social media likes for genuine support.
We cannot tackle the climate crisis without the full backing of advertisers
Phil SmithIf brands want to have licence to talk about the environment they need to show they understand the problems and are making moves to mitigate their impact.
Virgin Media O2, British Gas and Sky demand world leaders tackle climate misinformation
Michaela JeffersonMore than 250 companies have signed an open letter, which demands world leaders and tech platforms take action to stop the spread of misinformation as data shows the extent of the problem.
Marketers are in pole position to shape consumer demand for sustainability
Grace KiteCreating a lower carbon alternative is one thing, but brands still need to get people to choose it, and marketing and advertising has the opportunity to be the driving force in helping people make the transition.
How Lifebuoy used purpose to become a €1bn brand
Manny PhamCurrently the “third most consumed brand in the world”, Lifebuoy is growing globally thanks to its purpose-led strategy, says brand boss Kartik Chandrasekhar, who sees marketing as far more than a “war game”.
Mastercard on why marketing ‘brings sustainability to life’
Matthew ValentineMastercard marketing boss Raja Rajamannar argues that while the CEO might be in the driving seat on sustainability programmes, it is the marketing department that makes these ideas a reality.
Reusables brand Chilly’s on its mission to outlaw single-use plastic
Matthew ValentineReusable bottle and container brand Chilly’s believes its positive vision of a UK without plastic pollution will resonate with consumers crying out for change.
How De Beers combines art and science to reach new audiences
Marketing Week PartnerThe jewellery brand wants to appeal to a new generation by communicating its brand purpose of ‘brilliance’ through separate storytelling and marketing effectiveness teams.
‘Sustainability is a journey’: Marketers on their mission to go green
Megan TatumAs Cop26 kicks off this week, marketers are feeling the pressure to communicate their brands’ sustainable credentials and avoid claims of greenwashing, while still delivering for customers.
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Cultural credibility: Meet the brands ‘supercharging’ the fan experience
Charlotte RogersFrom Nike to EA Sports, brands blurring the lines between entertainment, social conscience and the desire to lead are gaining cultural credibility in the world of sport.