How a focus on consumer behaviour increased demand for Irish white fish
Matthew ValentineConsumer insights fueled a nudge campaign that helped drive sales of Irish haddock, hake and whiting.
Our website uses cookies to improve your user experience. If you continue browsing, we assume that you consent to our use of cookies. More information can be found in our Cookies Policy and Privacy
Policy.
Consumer insights fueled a nudge campaign that helped drive sales of Irish haddock, hake and whiting.
Learn how Tena used consumer insight to tackle the stigma of incontinence and shake up the category.
In a year of disruption and chaos, themes around engagement and purpose grabbed marketers’ attention.
GSK is training marketers across its brands to ensure they are asking important questions about diversity and how to produce inclusive marketing.
Brand naming is always a difficult job, even more so for pharmaceutical drugs, but marketers should remember to put the naming carriage behind the positioning horse.
The marketing department can take a lead when it comes to creating a customer-centric organisation, but it shouldn’t be left to do all the work itself, says Lego CMO Julia Goldin.
Marketing Week reveals the top 10 marketers in consumer goods, technology and luxury, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Brands have seen a boom in direct-to-consumer sales as Covid-19 has impacted on the shopping journey, with increasing numbers of consumers experiencing the benefits of going direct, according to new research from BBH London.
GfK’s latest flash report brings some good news ahead of this weekend’s ‘re-opening day’, but comes with a warning about a fragile economy.
As the coronavirus pandemic caused society to shut down, GlaxoSmithKline global CMO Tamara Rogers empowered her team to work at speed by prioritising “ruthlessly” to keep pace with consumer demand.
Direct-to-consumer femcare brand Callaly is hoping its first big marketing investment will send a clear message about the need for more female-led innovation in the sector.
Calverley believes her experience as a commercially-driven CMO will stand her in good stead for the move to CEO, but admits to a fear that – after years in marketing – she might not like the change.
From cash flow to furlough, soaring demand and the shift to browsing behaviour, small and medium-sized businesses are finding themselves uniquely challenged by the coronavirus crisis.
From Heinz to Aldi, brands across the marketing spectrum are accelerating their shift to ecommerce in response to the unfolding coronavirus crisis.
From rethinking media strategies to streamlining product lines as demand surges, marketing and supply chain are teaming up to weather the coronavirus storm.