CMO Julien Barraux is on a mission to find Unilever’s next billion-euro brand, as its ice cream brands enter a new era as their own business group.
Sage spent an additional £50m on marketing this year, as the B2B business refreshed its brand and revealed its first-ever purpose statement.
The majority of beer drinkers and football fans aren’t aware of BrewDog’s World Cup ‘Anti-Sponsor’ campaign, and there is a lack of strong reaction either way among those who are.
Taking a cue from customer sentiment amid the cost of living crisis, John Lewis has swapped glossy effects for a simpler story highlighting the experiences of children in care.
With the launch of its first retail store and an evolving media strategy, Gymshark’s chief brand officer and CEO are bullish about brand’s ability to reach beyond its core customer base.
Marketers have a responsibility to integrate sustainable thinking across their whole discipline, acknowledging and reducing the carbon footprint of digital activity.
WFA global diversity ambassador and Beam Suntory head of media, Jerry Daykin, wants brands to treat their DE&I work with the same seriousness they would a company-wide digital transformation.
As brands and charities address the impact of the cost of living crunch on their partnerships, Shelter, HSBC, Boots and Samaritans explain how they are adapting to cope with the crisis.
To really convince financial stakeholders, marketers need to urgently upgrade their marketing effectiveness language.
New data suggests corporate-NGO partnerships will only increase in importance over the next three years amid the cost of living crisis and war in Ukraine.
With CEO Alan Jope set to leave, Unilever faces battles not only with investors aiming to deprioritise brand purpose, but with its own Ben & Jerry’s brand, which is suing it for abandoning purpose commitments.
HSBC is looking to provoke discussion with its new brand platform ‘Open Questions’, as it aims to engage consumers and drive brand preference.
The Co-operative Bank sees its customer-led standpoint on issues such as the environment and human rights as what makes it different from other banks.
Patagonia has shown it is possible to grow a successful business with purpose at its core. It’s time other brands took a long hard look at how they run their company.