According to Marketing Week’s major new study on the ‘Anatomy of a Leader’, modern marketing leaders are focusing on driving strategy and using their skills to champion the next wave of talent, rather than attempting to be brilliant at everything.
Modern marketing leaders are refocusing their energy on sales and commerciality, building on their fundamental functional skills to drive tangible business success, according to Marketing Week’s major new study on the ‘Anatomy of a Leader’.
Britvic’s GB marketing director Kevin McNair says the company has no plans to copy fellow FMCG brands such as Unilever and Procter & Gamble in starting to promote their corporate brands because he believes consumers “buy brands first, companies second”.
Procter & Gamble’s Northern European brand director Roisin Donnelly believes marketers are allowing themselves to be distracted by new digital platforms and are using “technology for technology’s sake” rather than actually focusing on consumers and their needs.
With the government finally announcing a sugar tax for the soft drinks industry and Instagram introducing bold changes to its feed, it’s been a controversial week. Here are some of this week’s biggest marketing stories.
As the public becomes more health conscious and plans for a ‘sugar tax’ remain firmly on the table, big brands such as Coca-Cola, Britvic and Innocent are determined to respond to consumer needs – and are more vocal than ever.