Being offered the top marketing job at one of the world's biggest brands is most marketers' dream come true. But taking on that role in the middle of a global pandemic is probably not how most people envisage it happening. Especially when the brand in question is drinks giant Diageo at a time when much of the world's hospitality sector was forced to close.
Off trade sales in the US have driven growth, aided by planning and strategy tool Catalyst.
Diageo launched a global online training programme for bartenders to keep one of the most social work communities together during lockdown.
Diageo has added the latest data about Covid-19 with insights and consumer behaviour information to help improve marketing effectiveness during the pandemic.
After notching up a 21,500% annual increase in users, period care brand Yoppie puts the strength of its community firmly at the heart of its growth story.
The evolution of the CMO role means the relationship with the chief technology officer could be just as – if not more – important than the relationship with the sales director, says Bibby.
To explore the ‘art of the possible’ even in times of adversity, teams must feel empowered and fully supported, according to marketing leaders from Zoopla, HSBC and Benefit Cosmetics.
Global CMO Aude Gandon explains how Nestlé is ensuring its marketing function is set up to meet new challenges in ecommerce, data and sustainability.