A year ago Tesco was in crisis having just reported a £6.3bn loss and with its brand trust rapidly eroding. Yet CEO Dave Lewis claims customers are now returning as his focus on “what makes Tesco unique” and communicating that to customers helps turn around the business.
Pepsi is increasing its focus on low-calorie and “nutritional” innovations in a bid to “future proof” the company and respond to consumer appetite for health and wellness products.
Mars Food, the company behind Dolmio and Uncle Ben’s sauces, is putting advice on some of its products stating that they should only be consumed once a week due to high salt, sugar or fat content. But some fear it only offers a “short term fix” to a deep-rooted problem.
Having entered the third year of its Always Getting Better programme, Ryanair has “succeeded” in changing the negative perceptions associated with its brand and is now being inspired by Amazon to branch out into retail, according to its CMO Kenny Jacobs.
Heather Laverne, vice-president, partnerships & brand at American Express, on why it’s important to reward card holders with flexible offers.
As brands continually look to differentiate from competitors, those that incentivise customers with rewards outside of their core product offering could do better to build loyalty in the long-term.
Unilever says zero-based budgeting will help it to achieve up to 10 years of growth as the FMCG giant toasted positive sales in emerging markets during its first quarter.
Businesses frequently use the term, but what does it actually entail and who should be responsible for its execution?
Dominic Rowell, Gareth Jones and Fiona Low on why collaboration and simplicity are key to digital transformation and why it should be a continuous journey rather than a one-off fix.
Marketers are turning their focus to digital marketing tools as widespread financial worries and only a modest increase in budgets caused by concerns over a possible Brexit led to a heightened focus on managing spend to maximise effectiveness.
As part of Marketing Week’s continued focus on diversity we will be taking a closer look at 12 aspects that brands need to address, both internally and externally, in order to create a more inclusive society. The first in the series looks at physical disability.
Mergers often cause more difficulties than synergies, but Dixons Carphone is swiftly growing profitability and its new group CMO Gary Booker is confident its disruptive approach to marketing will set it up for long-term success.
Fashion ecommerce business Enclothed, whose founders will be speaking at Marketing Week Live on 28 April, rose to prominence last year following an appearance on the BBC show Dragons’ Den.
Even though marketing is supposed to be one of the most creative and innovative industries there is, leadership tends to be very static and traditional. Change is needed to save our industry.
The Marketing Week Awards 2016 will take place on 12 May 2016 at the Roundhouse, London and will bring together the best of the marketing industry. We need your help in judging one of the biggest awards of the night; Brand of the Year. Below are 10 shortlisted brands. Please vote for the brand that you feel had the best 2015.