Diageo credits its two-year focus on integrating marketing effectiveness across the business with a “profound shift” in the belief in marketing investment, but says the job is not done yet.
Essity’s global marketing boss has spent her career working across five different countries, which while difficult from a personal perspective has helped her better understand global business.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Clubcard, econometrics and working much more closely with the main Tesco brand form the foundations of F&F’s strategy to redefine what it means to be a supermarket fashion brand.
Why are British politicians so content to use the language of pirates to shed light on business?
The Dubai-based airline is trying to find new, less transactional ways to reward people for their loyalty, as well as engaging customers at the moments where they are more likely to make an “instantaneous impulse purchase”.
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Exploring the international market can be an exhilarating ride, throwing yourself into new cultures and widening your scope of reference, but going into it with your eyes open is crucial.
Tesco’s outgoing chief executive talked semantic strategies, regrets and how “brutal objectivity” helped him lead one of the UK’s biggest business turnarounds.
Does the plethora of new titles for senior marketing roles reflect a change in the nature of marketing, or is it a case of window dressing gone wild?
The activist, actress and director believes marketers have great power to impact behaviour and they must take that responsibility seriously.
Peer-to-peer social selling Depop is convinced that its content strategy of ‘reposting the coolest shit’ is the secret to engaging Gen Z shoppers.
Story of my CV: A graduate position at Sainsbury’s helped set Toni Wood up for a career that has seen her progress through a number of roles at global brands including Procter & Gamble, Britvic and now DFS.
The company behind Mr Kipling and Bisto succeeded in turning around the fortunes of many of its brands thanks to strong agency relationships and a new strategy focused on creativity, innovation and consumers.