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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.
Inside Tena’s award-winning campaign to reverse brand perceptions
Marketing Week ReportersLearn how Tena used consumer insight to tackle the stigma of incontinence and shake up the category.
Coca-Cola, KFC, Under Armour: Marketing Week’s biggest news stories of 2020
Matt BarkerIn a year of disruption and chaos, themes around engagement and purpose grabbed marketers’ attention.
Jerry Daykin on why GSK is training all its marketers on inclusion
Molly FlemingGSK is training marketers across its brands to ensure they are asking important questions about diversity and how to produce inclusive marketing.
Bamlanivimab and the challenge of brand names
Mark RitsonBrand 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.
Lego: Brands that focus on their audience always win
Matt BarkerThe 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 Top 100 2020: The top marketers in consumer goods, tech and luxury
Marketing Week ReportersMarketing Week reveals the top 10 marketers in consumer goods, technology and luxury, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Consumers open the door to DTC success in a post-pandemic world
Matthew ValentineBrands 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.
Consumer confidence up three points as lockdown loosens
Matt BarkerGfK’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.
How GSK reorganised its brand portfolio in response to Covid-19
Charlotte RogersAs 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.
How one brand is tackling 100 years of ‘failed’ femcare
Ellen HammettDirect-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.
Eve’s Cheryl Calverley on becoming a CEO: What if I don’t like it?
Sarah VizardCalverley 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.
‘The virus caught people off guard’: How SMEs are fighting to survive Covid-19
Matthew ValentineFrom 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.
Brands go direct to consumer to capitalise on ecommerce surge
Matthew ValentineFrom Heinz to Aldi, brands across the marketing spectrum are accelerating their shift to ecommerce in response to the unfolding coronavirus crisis.
Why Covid-19 is forcing marketing and supply chain to ‘rip up the rulebook’
Charlotte RogersFrom rethinking media strategies to streamlining product lines as demand surges, marketing and supply chain are teaming up to weather the coronavirus storm.