Despite being one of the UK’s top marketers, when it comes to risk-taking and identifying trends Britvic CMO Matt Barwell admits there are certain questions he should have asked earlier in his career.
Tango’s punk rock spirit changed the face of advertising with its ‘You’ve been Tangoed’ campaign, but it was an uphill battle to get the industry to respect its anarchic style.
Congratulations to all the winners of this year’s Marketing Week Masters Awards, including ‘Brand of the Year’ Greggs, Grand Prix winner Britvic, and Tesco chief customer officer Alessandra Bellini, who has been crowned ‘Marketer of the Year’.
With 12 stages and hundreds of speakers across two days, there will be plenty to see at the Festival of Marketing. Here’s our top picks.
Tango did “a lot of soul searching” to ensure the ads fell on the right side of outrageous as it looks to become “part of the national conversation again”.
Britvic trialled a new format when it pitched for work on its Wisehead Productions brands as it looks to reduce the amount of time, energy and cost that pitching can generate for both clients and agencies.
With the sugar tax on soft drinks coming into force on 6 April, the industry’s big players are looking to innovation and premiumisation to kickstart growth in a ‘complacent’ market.
Matt Barwell says Britvic will increase its focus on data and digital effectiveness going into 2018, while “keeping the magic” alive in its creative work.
Trust, understanding and a shared vision is helping marketing and procurement drive transparency, efficiency and stronger agency relationships.
A Marketer’s Best Friend: The close alignment of marketing and procurement is enriching Britvic’s agency relationships and producing stronger creative work.
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’.
The relevance of the ‘4Ps of marketing’ in today’s digital world is a topic that continues to cause much discussion. Should marketers relinquish responsibility or retake control?
Britvic says brands should take a local approach when it comes to charity initiatives, as consumers sometimes “struggle to get a handle on” international campaigns and see their benefits.
Britvic has launched an ‘incubator company’ in a bid to target health-conscious adults with new premium soft drinks, moving away from “big bucks advertising” in favour of a grass-roots approach.