Unilever ups investment in ‘manpower intensive’ digital marketing
Molly FlemingUnilever is streamling innovation and investing in its brands as it looks to navigate the next period of Covid-19.
‘Innovation, culture, ownership’: How Premier Foods achieved three years of growth
Charlotte RogersReflecting 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.
From periods to menopause: How marketers are challenging the ‘last taboos’
Molly FlemingMarketing taboo products can be tricky with communications playing a key role in education, but restrictions can foster greater creativity.
Reckitt Benckiser: Brands must try not to ‘oversell their story’ on climate change
Molly FlemingReckitt 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.
Marketing Week Top 100 2020: The top FMCG marketers
Marketing Week ReportersMarketing Week reveals the top 10 FMCG marketers, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
FMCG brands could claim $382bn by targeting ‘eco-active’ shoppers
Molly FlemingA new study finds eco-conscious consumers are worth $382bn to FMCG brands, with older consumers proving to be the most environmentally active.
Kimberly-Clark ‘solidifies’ marketing investment as Huggies embarks on a new strategy
Molly FlemingHuggies is launching a two-part strategy to appeal to a wider range of ages and increase penetration, as its owner Kimberly-Clark commits to investing in and growing its brands despite the pandemic.
‘We have kept some powder dry’: Unilever to invest heavily in ad spend as lockdowns ease
Sarah VizardUnilever cut brand and marketing spend in the first half as coronavirus restrictions hit, but as lockdowns ease it is planning to “invest heavily” behind its brands and innovations.
How Coty’s ‘quaranteam’ is helping it stay on top of beauty trends
Molly FlemingFrom creating a “work from anywhere policy” to building a new direct-to-consumer site in just three weeks, Coty is using Covid-19 to reset its business.
Recommended reading: Keeping up with customers and a roadmap for change
Matthew ValentineMarketing Week reviews the latest books and articles for marketers.
P&G threatens to pull ad spend if platforms don’t take ‘systemic action’ over racial equality
Matthew ValentineP&G’s chief brand office Marc Pritchard has warned media channels, networks, platforms and programmes that it will pull ad spend if they do not accurately and respectfully portray Black people.
P&G: To succeed during Covid-19 we must ‘push forward not back’
Molly FlemingP&G is aiming to use the pandemic to build on a strategy that increases productivity and builds long-term success for its brands.
L’Oréal’s UK CMO: The role of the marketer is getting harder and harder
Molly FlemingLex Bradshaw-Zanger, L’Oreal UK and Ireland CMO, discusses innovation, team structures and why the 1980’s was the best time for TV.
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.