RB’s rebrand to Reckitt is part of a more focused effort to communicate what the corporate brand stands for, after observing ‘increased curiosity’ among consumers.
The best way of measuring digital marketing’s brand impact is to use “old school” methods such as econometric analysis, brand lift studies and customer research, according to Jerry Daykin.
The FMCG giant will stop using the word ‘normal’ to describe hair and skincare products and has banned the use of excessive digital editing as it looks to “do more good, not just less harm”.
In her first major interview since taking on the top marketing job at Unilever, Conny Braams says the addition of digital to the CMO title has enabled her to accelerate the end-to-end digitalisation of the FMCG giant.
In times of uncertainty, Unilever’s top marketer Conny Braams says brands must adapt to immediate changes without losing sight of their long-term strategy.
The FMCG giant revealed ecommerce sales surged last year, accounting for 9% of total sales as consumers were stuck at home.
Nivea is ramping up plans for a DTC offering to serve surging online demand, while at the same time unveiling a new brand purpose focused on the power of touch.
Direct-to-consumer brand Thinx challenged people to think differently about menstruation.
CEO Ken Murphy explains why the supermarket is in “good shape” as it prepares for the challenges of the year ahead.
Coughs and sneezes spread a marketing message for Covonia in a category-first campaign.
L’Oréal’s ecommerce business has almost doubled during the pandemic as shoppers seek beauty products online.
Unilever is streamling innovation and investing in its brands as it looks to navigate the next period of Covid-19.
Reflecting on delivering 12 consecutive quarters of growth, Premier Foods CMO Yilmaz Erceyes says he would rather have a brilliant proposition over a multi-million pound marketing budget any day.
Marketing taboo products can be tricky with communications playing a key role in education, but restrictions can foster greater creativity.
Reckitt Benckiser believes NGOs have a key role to play in ensuring brands behave authentically when it comes to climate change by holding up a mirror and getting them to think more deeply about their role and responsiblities.