Marketing is likely to face “increased scrutiny” as inflation continues to rise to record breaking levels, so marketers must focus on using creativity as a “power for growth”, Pritchard said.
Pepsi CMO Todd Kaplan says collaboration plus creativity, or “collaborativity”, will help brands take their agency relationships to “a new level”.
Marketers in consumer healthcare are often wary of being creative with their campaigns, but Bayer’s top marketer Patricia Corsi believes there is an opportunity to build better relationships with consumers.
Despite the government announcing a delay to new HFSS multibuy and advertising rules, changes to in-store display rules are set to go ahead. These will have a major impact on affected brands, say analysts.
Weetabix’s head of marketing plans to use his 20 years of FMCG experience to help scale-up brands and agencies in the sector.
Adopting a confident position, sticking to the plan and building relationships has helped Cushelle in its mission to change the makeup of the toilet paper sector.
CEO Alan Jope has promised to maintain “strong” investment in Unilever’s top brands, particularly in ensuring its media spend stays at “competitive levels”.
PepsiCo, which owns brands including Walkers, Pepsi and Doritos, says it is working together with its retail partners to mitigate “consumer reaction” to inflation.
Unilever-owned brands including Ben & Jerry’s and Magnum will no longer target children or gather their data in any of its markets.
Promoting the value credentials of its brands and building in new pricing architecture is enabling P&G to navigate inflation without losing customers.
Supermarket own-brand products now account for over 50% of sales, but there remains plenty of room for brands to make their mark on consumers amid the cost-of-living crisis, analysts say.
Conny Braams’ new title – chief digital and commercial officer – is designed to remove the “silos” between marketing and sales.
Unilever says Braams’ role has evolved alongside the world of marketing, as “accelerated digitisation” is “blurring the lines between marketing and sales”.
A combination of complex consumers, zero-based budgeting and stretched teams is making the role of consumer and marketing insights more challenging, says Reckitt’s George Papadopoulos.
Consumer research from GfK reveals how post-pandemic behavioural trends are playing out, and what marketers should do to adapt.