Aviva and Tesco issue ‘call to arms’ to do more for mums
Charlotte RogersBoth companies missed out on Mumsnet’s list of the 10 brands mums love, which has encouraged them to reflect on what more they can do to connect.
Coca-Cola to axe 1,200 jobs as it shifts to new ‘cluster’ model
Sarah VizardMarketing jobs are at risk as part of job cuts that Coke hopes will help its transformation into a more agile ‘total beverage company’.
Carlsberg focuses on its Danish roots as new campaign taps into ‘hygge’ trend
Leonie RoderickCarlsberg is launching a £15m campaign in a bid to stand out from competitors, after recognising previous marketing campaigns had led it to become “interchangeable” with other beer brands.
Nestlé Purina: Culture change is the major challenge in our effectiveness journey
Michaela JeffersonEmbedding a culture of effectiveness within the company has meant breaking false beliefs around the efficacy of different media and re-educating brand managers.
Measuring purpose and repositioning B2B marketing: Your Marketing Week
Russell ParsonsAt the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From measuring the effectiveness of purpose to marketing marketing in B2B, it’s been a busy week. Here is my take.
The brand purpose debate: Is the pendulum swinging ‘too hard’?
Michaela JeffersonPeople tend to love or hate brand purpose, but is its real value somewhere in the middle? Top marketers and researchers weigh in.
Marketing Week Top 100 2021: The top marketers in financial services
Marketing Week ReportersMarketing Week reveals the top 10 marketers in financial services, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.