At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the decline in CMO tenure to Corona strengthening its brand, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
New research from agency GottaBe!, revealed at the Festival of Marketing, shows why brands will only reach ethnic minority consumers by adapting to their needs.
From an increase in self-serve and personalised experiences to the rise of live chat and marketplaces, digital technologies are transforming the customer experience in B2B.
To become a world-leading marketing organisation, the FMCG giant says it needs to be “bolder and more creative”, highlighting examples such as the collaboration between Heinz and Weetabix in the UK.
This should have been a big weekend on social for Cazoo, with two of the teams it sponsors playing each other in the Premier League. However, its CEO says brands have a “responsibility to the wider community” to do the right thing.
While average tenure continues to decline, the number of CMOs from diverse backgrounds has also dropped to just 13%.
The majority of B2B marketers believe brands grow through customer loyalty rather than customer acquisition, but that couldn’t be further from the truth, according to a major new study by Ehrenberg-Bass Institute’s Professor Jenni Romaniuk.
Chief executive Alan Jope says ecommerce will “clearly remain a key channel” after the pandemic, and is keen to bolster Unilever’s digital operations further in response to changing consumer habits.
The fast food chain’s CEO says maximising marketing “in a culturally relevant way” and a focus on simplicity and customer needs has helped it drive growth despite Covid.
Retailers and brands can drive the recovery of physical store sales through first-party data collaborations, helping to reach the customers most inclined to buy there and improve their shopping experience.
Lion Little World Beverage’s marketing director wants the company to be a top three craft beer brand by 2023 and he believes the way to do that is distancing itself from the sector’s “pretentious image”.
As the paint brand prepares for its TV sponsorship debut, European marketing boss Jane Ryder explains how she plans to use the ‘Does exactly what it says on the tin’ slogan to help engage a new generation of DIYers.
CEO Simon Roberts says Sainsbury’s extended price lock programme and Aldi Price Match scheme is already driving improved value perception among customers.
Nut butter brand Pip & Nut puts its high speed growth down to obsessive attention to detail, quality control, making lists and squirrels.
Black Representation in Marketing (BRiM) is calling on marketing organisations to sign up to its new framework, after finding 42% of marketing professionals haven’t made any decisions to increase black representation in the past year.