Mattel’s marketing boss on giving Barbie a timely makeover
Ahead of Barbie’s 60th birthday, Mattel’s chief operating officer Richard Dickson is rejuvenating the iconic doll brand to build a movement empowering the next generation of women.
How Bodyform took the ‘toxic shame’ out of periods
The sanitary care brand’s realistic portrayal of periods, while potentially polarising, has opened the door to more positive conversations and helped break down taboos.
Samsung sees smart homes as a ‘gamechanger for loyalty’
Samsung believes we are not far away from the mainstream adoption of multi-branded smart tech with the power to turn our homes into connected spaces but admits there are still privacy and security concerns that need addressing.
GSK launches brand incubator as it shifts to ‘fail-fast’ culture
On a mission to ‘rewire’ some of its brands for the modern consumer, GlaxoSmithKline is pursuing a digital transformation agenda aimed at boosting ecommerce performance and upgrading its media ROI.
How to ensure founder-led businesses don’t become toxic
As Tesla and Papa John’s fall foul of their creators’ toxic personas, other founders are setting an example of how to build businesses that value teamwork, trust and transparency.
Tobacco giant Philip Morris wants to be a ‘disruptive insider’ as it targets the smoke-free market
In order to realise its ambition to stop selling cigarettes, Philip Morris International is hoping to claim a sizeable stake of the smoke-free market and persuade government that advertising restrictions are 30 years out of date.
Why Lego is ‘upping the ante’ on its in-house creative agency
Lego brought creative in-house a few years ago to ensure creative has “a seat at the table” and improve transparency, productivity and innovation.
How direct-to-consumer brands are reshaping marketing
Direct-to-consumer brands have unfiltered insight into customer behaviour, streamlined supply chains and highly competitive price points, but as a business model it doesn’t come without its challenges.
How to convert consumers into connected home owners
Sponsored by YouGov
New research from YouGov shows that connected home devices still have barriers to overcome to convince consumers to buy.
Meet LNDR, the premium active wear brand that took Nike to court and won
It takes courage and confidence to launch a legal battle, particularly when your challenger is one of the world’s largest sportswear firms, but the founder of niche activewear brand LNDR says she had no other choice.
Co-op kicks off ‘year of eating together’ strategy with new marketing campaign
The new campaign is part of a wider strategy that includes product placement in Coronation Street and aims to show how food can bring people together.
KFC’s dancing chicken most complained about ad of 2017
Moneysupermarket.com, Dove, McDonald’s and Match.com also featured in the ASA’s top 10.
Majority of Christmas toy catalogues play to gender stereotypes, study finds
An analysis of this year’s Christmas toy catalogues shows girls are twice as likely to be shown playing in kitchens, reinforcing out-of-date stereotypes.
‘We’re not afraid of upsetting people’ says Jigsaw on immigration campaign
The British clothing brand claims its new ‘<3 Immigration’ campaign is breaking new ground in the fashion industry.
Jo Malone: Marketers should remember the ‘5Is’
Jo Malone had little marketing experience when she started her eponymous brand but says her advice when building a business is to remember the ‘5Is’ – inspiration, innovation, integrity, ignition and instinct.
Coca-Cola, Diageo, Vodafone: 5 things that mattered this week and why
A round-up of this week’s most important marketing news including the launch of Vodafone’s new youth-focused brand, Diageo’s struggles around direct selling and Camden Town Brewery’s first major brand campaign.
Four sales trends to watch this Christmas
Sponsored content
Using data to understand shoppers’ real behaviour and target them individually is the route to Christmas sales success. Criteo’s John Gillan gives marketers four festive insights.
Has the Under Armour brand lost its cool?
As sales growth slows and shares hit a four-year low, many are questioning whether Under Armour has lost momentum.
Asics in biggest brand shakeup in 25 years as it looks to broaden appeal
The Japanese sports brand is overhauling its marketing strategy as it looks to become known for more than just running gear.
L’Oréal on why communicating the science behind the beauty takes true collaboration
Close collaboration between marketing and science helps generate new ideas and bring innovative products to market, says Steven Shiel, scientific director at L’Oréal UK & Ireland.
Chief growth officer is just a symbolic role, says J&J CMO
Johnson & Johnson’s Alison Lewis believes the job of marketing has always been about driving growth.
International round-up: Budweiser’s military-themed bottles, Samsung uses VR to help the deaf
Plus Pink Ribbon’s artistic breast cancer awareness campaign and Libresse mocking the way advertising treats periods.
McDonald’s, Unilever and Virgin Trains: 5 things that mattered this week and why
McDonald’s gets in hot water for an ‘insensitive’ ad and Unilever toasts more growth for its sustainable brands.
How to ensure brand identity survives acquisition
Interweaving differing company cultures and often conflicting agendas means brands must work hard to retain their unique identity post-acquisition.
The Marketing Week Christmas blog
Welcome to the Marketing Week Christmas blog! A chance for the MW team to cram in all the latest festive advertising news in one place.
Why marketers must prioritise success in AI, philanthropy and B2B
From artificial intelligence going mainstream to brands being urged to take their philanthropic efforts more seriously, Marketing Week takes a look at some of the key talking points from Dreamforce 2016.
Jo Malone: ‘Great brands make consumers the creative heartbeat’
From creating fragrances at her kitchen table to starting her second brand from scratch, fragrance entrepreneur Jo Malone believes the best companies put consumers at the creative heart of everything they do.
Twitter loses its cool as Apple is voted the world’s ‘coolest brand’ for the fifth year running
Apple has for the fifth time running retained its top spot on the CoolBrands rankings, with tech brands continuing to dominate the top 20.