Diageo commits to ‘strong’ marketing investment as efficiency improves
Charlotte RogersThe alcoholic drinks giant halved the cost of digital ad views in the six months to 31 December, as it ramped up its global marketing investment by 6.8%.
How KFC accelerated revenue growth to more than £1bn
Marketing Week ReportersFrom stuck in a rut in 2017 to attracting 15 million new customers by 2021, KFC invested in a long-term brand platform designed to engage and excite the entire business from the CEO to franchisees.
McDonald’s achieves ‘exceptional’ branding score with eyebrow raising ad
Michaela JeffersonHaving won over marketers with its subtle approach to branding, McDonald’s new campaign scores high on brand recognition and short-term sales potential, according to effectiveness firm System1.
One beer brand on its ambition to be the ‘Guinness of alcohol free’
Molly InnesFresh from securing £10m in Series A funding, Lucky Saint is upping its investment in brand with the launch of its ‘biggest ever’ marketing push.
BrewDog CEO admits gold can fiasco was a ‘£500,000 mistake’
Niamh CarrollJames Watt has taken full responsibility for falsely claiming customers could win a solid-gold can of lager, describing it as a ‘damaging episode’ for the BrewDog business.
Gousto CMO Tom Wallis to depart
Charlotte RogersMarketing will sit under the remit of new chief customer officer Sally Matthews, who is promoted from chief product officer.
How plant-based brand Moving Mountains plans to win over meat eaters
Niamh CarrollPlant-based meat alternative brand Moving Mountains is targeting more mainstream consumers for growth, believing it can win them over through its taste and sustainability credentials.
Pret’s price rise comms crowned your marketing campaign of 2022
Marketing Week ReportersThe sandwich chain defeated the BBC in the final to take home the coveted prize.
BrewDog brings back CMO role as CEO promises to create ‘new type of business’
Lucy TesserasThe brewer’s brand and marketing director has been promoted to CMO, with co-founder James Watt saying BrewDog is “committed” to developing its leaders as it looks to distance itself from claims it operated a “culture of fear”.
Industry welcomes delay to junk food ad ban but claims it is still the ‘wrong policy’
Lucy TesserasAdvertising groups still believe the proposed ban on pre-watershed junk food ads will do nothing to tackle the root cause.
How PepsiCo is aligning its marketing teams around retail media
Michaela JeffersonAccording to PepsiCo’s senior director of ecommerce marketing, one of the business’s “biggest challenges” has been bringing retail media to the forefront of a complex marketing organisation.
‘Simple, distinctive, credible’: Müller OOH ad named most effective of September
Michaela JeffersonThe Müller Corner ad lands in the top 15% of all UK outdoor ads for both its ‘stopping power’ and for branding, according to The Works study.
Coca-Cola drops Christmas brand campaign to focus on ‘Holidays are Coming’
Niamh CarrollThe drinks giant’s long-running Christmas spot will return later this month, having proved its effectiveness over recent years.
Britvic plans further increase in marketing investment as profits jump
Niamh CarrollInvestment is particularly being made behind the Robinsons brand, which the business expects to be “challenged” by private label brands next year.
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Unilever’s CMO of ice cream on prioritising ‘product superiority’ over purpose
Niamh CarrollCMO Julien Barraux is on a mission to find Unilever’s next billion-euro brand, as its ice cream brands enter a new era as their own business group.