Mars creates internal incubator programme for brand launches
Matthew ValentineFMCG giant Mars is extending its internal incubator programme into brand development after its success in testing new marketing ideas.
Pepsi on why big, simple brand ideas are usually the best
Molly FlemingAs PepsiCo launches a new campaign for its Champions League sponsorship, it warns that marketers should not to be “seduced by new technology” and instead focus on the big ideas.
Cadbury and the National Trust end 13-year Easter egg hunt deal
Molly FlemingThe £7m partnership that saw National Trust properties host Cadbury-branded Easter egg hunts is ending as both companies shift the focus of their marketing activities around Easter.
Why Sainsbury’s is betting on convenience with new store format
Matthew ValentineGrocery retailers like Sainsbury’s and Marks & Spencer are hoping to tap into the growth of convenience culture as they attempt to claim a greater share of spend among urban shoppers.
‘We’re not shy of a bit of controversy’: How Diageo’s corporate brand was born
Charlotte RogersMore than two decades since the merger that formed drinks giant Diageo, the company’s corporate brand continues to strike a chord with employees and shareholders alike.
Seedlip on its mission to prove no-alcohol ‘shouldn’t be second best’
Molly FlemingThe world’s first distilled non-alcoholic spirit has “pioneered” the category, but as competition grows it must remain as agile as when it first began.
How Budweiser’s ‘Whassup?’ ushered in the era of viral ads
Matt BarkerBudweiser’s ‘Whassup?’ ads weren’t just part of a hugely successful campaign, they also helped usher in a new age of viral hits and the arrival of urban culture in the advertising mainstream.
How Young’s is ‘disrupting’ its marketing to capitalise on the flexitarian trend
Molly FlemingThe 200-year-old brand is investing in marketing, restructuring the business and becoming more reactive on social, all in a bid to get people eating fish one more time a week.
Heineken pushes non-alcoholic beer in James Bond ad
Molly FlemingHeineken is using it’s 20-year partnership with James Bond to challenge preconceptions about non-alcoholic beer and boost growth.
Marketing Week Meets…McDonald’s UK CMO Gareth Helm
Russell ParsonsOne of the UK’s most experienced and respected marketers explains why marketers need a plan to make money in the future, not just the present.
This Veganuary brands should be wary of ‘meat-free’ mania
Charlotte RogersAs every brand from supermarket retailers to fast food giants race to bring vegan food to the masses, it is worth taking a step back and asking – does the world need another jackfruit wrap?
Budweiser hires new UK marketing director
Molly FlemingThe new marketing boss will lead on the strategic and creative direction of brands including Stella Artois, Budweiser, Corona and Beck’s.
3 questions I wish I’d asked as a junior marketer: KFC’s Meghan Farren
Matthew ValentineIt was an unorthodox career path that led Meghan Farren to become CMO of KFC UK and Ireland, which is why she believes being bold enough to take calculated risks can pay off in the long run.
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Ben & Jerry’s CEO on why too much market research can cause ‘mediocrity’
Molly FlemingBen and Jerry’s CEO discusses embracing different ways of doing business from side-stepping research to prioritising activism.