Unilever develops ‘Tinder for ideas’ to speed up the pace of decision-making
Molly FlemingUnilever is aiming to “minimise grunt work” and maximise creativity as it embraces tech to streamline innovation feedback.
Marketing 3.0: How L’Oréal is embracing new marketing codes
Ellen HammettDe-siloing, in-sourcing, “mutual upskilling”: L’Oréal’s digital chief on how the beauty giant is reacting to market disruption.
P&G rebrands Fairy to Fair to get people talking about LGBTQ+ rights
Molly FlemingP&G is leveraging “the size and iconic nature” of Fairy to spark conversations about LGBTQ+ rights as it aims to live up to younger consumers’ value systems.
Unilever’s boss on why leading a business is much like managing a brand
Lucy TesserasAlan Jope says he never had his heart set on becoming CEO but believes the skills he learnt as a marketer have set him up perfectly for general management. But going forward he thinks marketers will need to switch from being generalists to specialists.
Watch: Ritson on how Gillette convinced consumers to switch to a more expensive razor
Marketing Week ReportersMarketing Week columnist Mark Ritson explains how Gillette balanced mass marketing with targeted campaigns aimed at specific segments to convince Mach 3 users to upgrade to Gillette Fusion.
How Unilever is using AI to ‘democratise’ upskilling and future-proof its employees
Molly FlemingUnilever is introducing an online talent marketplace that it hopes will help more staff, including marketers, find projects and develop skills for the future.
Watch: Ritson on how Dove’s Real Beauty campaign found the perfect balance between long and short
Marketing Week ReportersIn this latest video looking back at 50 years of Effies case studies, Mark Ritson explains how market research into beauty industry stereotypes and a balance between long- and short-term investment led to Dove’s ‘Real Beauty’ campaign and a sales boost.
Mars’s three-point strategy to improve gender equality in its advertising
Lucy TesserasThe FMCG giant wants to “unprogramme” the way marketers and agency partners think to address the gender bias in its advertising, after research revealed men outnumber women three to two.
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P&G puts focus on reach: It’s a more important measure than spend
Ellen HammettThe marketing boss of the world’s largest advertiser is more interested in measuring reach than spend, with P&G increasingly finding it can use money that would have been “wasted” on frequency to boost the number of people it reaches.
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Unilever gets marketers to take DNA tests to challenge stereotypes beyond gender
Molly FlemingThe FMCG giant is broadening out its Unstereotype initiative to include ethnicity as it looks to get more of its marketers be more critical about diversity in its ads.
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Watch: Ritson on how Febreze used consumer insights to drive effectiveness
Mark RitsonMarketing Week columnist Mark Ritson explains how P&G’s Febreze went back to basics to understand how it could reclaim its key brand attribute in what had become a generic category.
Watch: Ritson on the effectiveness of Tide’s 2018 Super Bowl ad
Marketing Week ReportersMarketing Week columnist Mark Ritson explains how Tide used a key strategic insight to defend its significant price premium and market share in an increasingly commoditised market.
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Mark Ritson: Tide’s award-winning Super Bowl ad is the best of marketing and creativity
Mark RitsonProcter & Gamble’s US Tide brand delivered a perfect brief and chose a brilliant piece of creative by Saatchi & Saatchi, making it a deserved Grand Effie winner.
AB InBev launches in-house agency to help ’embrace creativity’
Molly FlemingThe world’s biggest brewer has created its first in-house agency in Europe covering social listening, content creation and digital media buying as it looks to speed up production times and “inspire” its marketers to be more creative.