How Mondelēz shifted focus from cost-cutting to growth
Molly FlemingFrom creating a digital accelerator to piloting a biscuit subscription service, Mondelēz Europe CMO is spearheading innovation at the confectionery giant.
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How to succeed as a marketer abroad
Charlotte RogersExploring the international market can be an exhilarating ride, throwing yourself into new cultures and widening your scope of reference, but going into it with your eyes open is crucial.
Why Mars is making sustainability a business KPI
Molly FlemingMars is tackling climate change through a three-pronged strategy that will target its consumers, suppliers and its own operations.
10 sessions you won’t want to miss at the Festival of Marketing
Marketing WeekWith 12 stages and hundreds of speakers across two days, there will be plenty to see at the Festival of Marketing. Here’s our top picks.
Why Avon is ‘getting rid’ of its marketing rule book to attract Gen Z
Molly FlemingAs the brand competes with disruptors such as Fenty and Glossier, it is focusing on a three-point plan to ensure it is relevant to younger consumers.
Kraft Heinz: We have invested too much in marketing costs that consumers can’t see
Sarah VizardNew CEO says the company has invested too much into marketing costs such as agency fees and production costs at the expense of media and creative.
How Unilever’s haircare platform puts tech at the heart of content
Molly FlemingAll Things Hair has a dedicated editorial team that aims to provide hair advice to consumers while sharing insights and data with brands.
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P&G shifts from targeting ‘generic demographics’ to ‘smart audiences’
Sarah VizardThe FMCG giant claims a focus on more precise targeting of audiences such as first-time mums is helping its advertising reach “the right people at the right time, in the right place”.
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Watch: Ritson on how Dare used channel diversity to become the leading iced coffee brand
Marketing Week ReportersMarketing Week columnist Mark Ritson digs into the marketing strategy that helped Australian iced coffee brand Dare more than double sales.
Gillette boss: Alienating some consumers with #metoo campaign was a price worth paying
Molly FlemingSix months on from Gillette’s controversial ad, the brand’s CEO discusses the intense fallout and why taking a stand is a “necessity” to connect with younger consumers.
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Unilever sees ‘significant step up’ in effectiveness in shift to data-driven marketing
Sarah VizardThe FMCG giant says a greater focus on data-driven marketing and a programmatic approach to media buying is helping improve ROI, but admits it is struggling to hire enough people to run these more complex digital campaigns.
How Unilever’s U-Studio is breaking down the barriers between marketers and agencies
Molly FlemingU-Studio has grown from a small in-house agency to a platform used by almost three-quarters of Unilever’s brands as it looks to increase the speed and relevancy of its digital marketing, while not allowing costs to spiral.
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.