Former P&G, Heineken, Converse and now Philips marketer Claudia Calori believes using the creative and analytical parts of marketing is key to success, regardless of category or sector.
The drinks company is in a ‘transitionary phase’, says its CEO, with the goal that it will return to volume growth, rather than driving revenue growth through higher prices, as it has been doing during the period of higher inflation.
Until very recently, Tony’s Chocolonely had never spent a penny on paid media, preferring to use earned and organic channels, however, it became ‘impatient’ with the pace of change and has now changed tack.
The Bisto-owner has committed to “sharpening” its promotional spend in the second half of its financial year, which it expects to drive increased sales volumes.
Food business Princes embarked on a journey to ‘dial up’ the focus on its brands, which include Princes seafood and Napolina, in order to drive distinctiveness and win market share.
Coca-Cola’s 2023 Christmas ad ‘The World Needs More Santas’ and its 1995 classic ‘Holidays are Coming’, both achieved “exceptional” scores on System1’s ad effectiveness ranking. However, Holidays are Coming reigns supreme, beating the 2023 ad and achieving the highest possible score.
Superdrug’s Matt Walburn on why its VIP Rewards scheme will entice customers to use its app and why the brand prefers digital channels for marcomms.
The Boots CMO has been awarded the prestigious title of Marketer of the Year at the Marketing Week Awards 2023.
From becoming Britain’s most popular pint to its remarkable sales growth across Europe, Marketing Week’s Brand of the Year has had a year to remember.
Kenvue is the consumer health spin-off from pharmaceutical business Johnson & Johnson. CEO Thibaut Mongon has touted the power of the “affinity” consumers have to its brands, which include Neutrogena and Listerine.
Unilever’s focus on purpose across its brands has been a source of criticism from some of its investors. Its new CEO Hein Schumacher says the company now recognises there are some brands where the concept is simply not relevant.
Esi Eggleston Bracey, who headed up Unilever’s USA business, will take on the new role of chief growth and marketing officer – a departure from predecessor Conny Braams’ chief digital and commercial officer title.
The perennial problem for any whisky brand is how to attract new customers. As the category continues to recover from a post-Covid slump, three whisky brands tell us how they are looking to grow the market through a younger audience.
Consumer goods giant P&G is banking on its ‘product superiority’ to allow it to continue to raise prices as it returns to volume growth.
Entrants to this year’s award were challenged to authentically represent LGBTQIA+ people in their ads, with the brief producing “probably the strongest set of entries” in its seven year history.