How Heinz got festive soup on the global news agenda
Marketing Week ReportersJumping on news of a potential festive food shortage, Heinz gave its Big Soup brand a much-needed boost through its most cost-effective earned campaign of 2021.
How one white goods brand is proving marketing’s worth in a challenging economy
Niamh CarrollArçelik , parent company of white goods brands such as Beko, is determined not to compromise brand-building activities such as its sustainability initiatives and innovation even amid a tough economic climate.
Marketers have a role to play in levelling the gender health gap
Helen JamesWhile marketing alone won’t be able to close the gender health gap, it can certainly help to increase awareness of female-only health issues and remove taboos, which is definitely a step in the right direction.
Growth Hacks: Cloud Nine on why it is not a challenger brand
Molly InnesAlthough it was founded more than a decade ago, hair tools firm Cloud Nine’s brand journey kicked off properly three years ago, and it is already leading to significant growth.
P&G to prioritise innovation investment over bottom line
Molly InnesP&G reported a 4% drop in profits over the first quarter of its 2023 financial year, with gross profit reducing from $9.97bn (£8.86bn) in 2021 to $9.76bn (£8.67bn).
Marketing Week Top 100 2022: The top marketers in consumer goods, tech and automotive
Lucy TesserasMarketing Week reveals the top 10 marketers in consumer goods, technology and automotive, part of our Top 100 Most Effective Marketers, sponsored by Tag.
De’Longhi shifts focus as data reveals success of brand awareness push
Niamh CarrollHaving boosted awareness, education is the necessary next step towards moving consumers down the funnel towards purchase intent, says marketing director Alex Pickering.
Coty: Customers are ‘trading up’ despite cost of living crisis
Molly InnesCoty is focusing on return on investment (ROI) “more than ever” in its marketing, as it looks at the allocation of its budget, CFO Laurent Mercier has said.
Beauty giant Estée Lauder hails ‘powerful’ innovation amid record profitability
Michaela JeffersonThe company’s adjusted operating margin expanded 80 basis points to an “all time high” of 19.7% over its 2022 fiscal year, as the beauty giant invests in innovation to support its pricing.
Bodyform owner hails long-term marketing investments as market share grows
Michaela JeffersonEssity, the company behind brands including Cushelle, Tena and Bodyform, says it has increased sales volume across all business areas despite putting up costs.
Meet the period brand taking on the mainstream giants
Michaela JeffersonChallenger brand Here We Flo is accelerating its growth with TV and expansion into the US, as it works to meet customers “where they are”.
L’Oréal: The YOLO effect is outweighing inflation
Molly InnesL’Oréal’s chief digital and marketing officer explains how the house of brands is mitigating inflation and investing in Web3 amid a post-pandemic “return of colour”.
Samsung on effectiveness: Conversations with the CEO and CFO have matured
Molly InnesSamsung Europe CMO Benjamin Braun explains how post-Covid marketing has become regarded as a “proper sales channel” with measurable impact.
How beauty marketers can reach ‘confused’ eco-conscious consumers
Megan TatumThe proportion of UK consumers that factor sustainability into their decisions when buying cosmetics and toiletries has never been higher. But, as new research by Teads reveals, major hurdles for marketers remain, from confusion to comparability to relying too heavily on social media to get their message across.
How period care disruptor Here We Flo created April’s most effective TV ad
Michaela JeffersonWith its humorous take on period dramas, the TV debut of up-and-coming period care brand Here We Flo ranks highly on both distinctiveness and disruption – despite receiving its share of complaints.