Coke on how cutting brands will lead to stronger innovation
Molly FlemingCoca-Cola says revenue per innovation is already increasing as it focuses its efforts on fewer brands.
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Premier Inn’s CMO on waking up the ‘dormant’ brand
Sarah VizardCovid might have forced Premier Inn to rip up the rulebook, but now it’s going back to its heritage and key assets to take its brand “to the next level”.
Unilever ups investment in ‘manpower intensive’ digital marketing
Molly FlemingUnilever is streamling innovation and investing in its brands as it looks to navigate the next period of Covid-19.
Greenpeace follows up ‘Rang-tan’ with campaign taking aim at the meat industry
Molly FlemingGreenpeace wants to take on the meat industry in the same way it took on fossil fuel companies to create the link between its actions and climate change.
Marketing budgets slump again as UK enters second Covid wave
Matt BarkerThe latest IPA Bellwether Report shows small signs of improvement compared to the “nadir for UK marketing budgets” seen during the second quarter, but the devastating effects of Covid-19 continue to be felt across all sectors.
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To win the biggest legal battle in marketing, Google must show who its competition really is
Mark RitsonGoogle might have an 80% share of the search market, but as the investigation by the US Department of Justice will no doubt show there are now many more ways people find information online.
Meet the ‘transformative’ brand-NGO partners pushing for systemic change
Matthew ValentineCorporate-NGO partnerships have become increasingly important as brands seek to live up to their purpose during a year characterised by Covid-19 and global calls for social justice.
‘Innovation, culture, ownership’: How Premier Foods achieved three years of growth
Charlotte RogersReflecting on delivering 12 consecutive quarters of growth, Premier Foods CMO Yilmaz Erceyes says he would rather have a brilliant proposition over a multi-million pound marketing budget any day.
Marketoonist on online product reviews
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Peloton’s marketing boss on learning the language of global business
Matt BarkerFrom flourishing in the world of gaming to changing the face of fitness, Marian Holties has always been up for chasing the next challenge and learning the nuances of each new market as she goes.
ITV hunts for a new CMO as Rufus Radcliffe assumes on-demand role
Sarah VizardThe move is part of a restructure at ITV that will split its media and entertainment division into broadcast and on-demand amid the growth of online viewing.
Brand investment, consumer spending, Chinese brands: 5 interesting stats to start your week
Marketing Week ReportersWe arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
How Skipton’s marketers used insight to win over its leadership team
Matthew ValentineSkipton Building Society had to convince its own stakeholders of the value of brand investment to secure a budget for a successful campaign.
If you want a bigger marketing budget, focus on creating cash flows
JP CastlinIn the finance world, creating value means generating cash flows that exceed the cost of capital, so this is how marketers need to frame their internal communications.
Unilever, Waitrose, Pernod Ricard: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.