Domino’s merges digital and marketing teams
Lucy TesserasFormer Costa Coffee CMO Sarah Barron has been appointed to lead the restructured team, filling the role which has been vacant since ex-McDonald’s marketer Emily Somers departed last March.
Morrisons looks to partner with innovative brands as it pushes local agenda
Matt BarkerThe retailer’s CEO David Potts explains how online growth and new partnerships will drive sales in 2021.
From category awareness to brand building: How Gousto is accelerating growth
Matt BarkerGousto’s vice-president of brand explains why the ‘Give It Some’ campaign signals the brand’s intent to become a household name.
Why Coca-Cola used 2020 as a ‘catalyst for spring cleaning’
Molly FlemingCoca-Cola’s chief financial officer explains how the company is balancing leveraging scale with more ‘intimate’ marketing efforts.
Coca-Cola crowned this year’s most effective Christmas ad
Sarah VizardThe combination of the nostalgia-tinged ‘Holidays Are Coming’ and its “heart-warming” ‘The Letter’ ad combined to make Coca-Cola the most effective advertiser in a year when brands found a number of ways to create effective marketing despite the pandemic.
Co-op’s marketing boss on why membership is more powerful than loyalty
Charlotte RogersPassionate about the rise of “cooperative competition”, Co-op’s marketing boss Matt Atkinson believes the brand has a blueprint for success in 2021 built on collaboration and strong values, backed by a movement of 4 million members.
Coke’s marketing boss on Christmas, brand culls and what makes a good marketer
Molly FlemingIn an exclusive interview, Coca-Cola UK marketing boss talks about the challenges of 2020 and why the soft drink maker has had to be “braver” than ever before.
Yum! Brands CMO on why cultural relevance beats global consistency
Molly FlemingThe CMO of KFC and Pizza Hut’s parent company talks about the value of decentralised marketing and why brand success nearly always comes down to relevance, ease and distinctiveness.
McDonald’s urges people to find their inner child this Christmas
Molly FlemingMcDonald’s hopes its festive campaign will help families reconnect with each other this Christmas.
How McDonald’s is returning marketing to a ‘growth pillar’
Molly FlemingMcDonald’s is promising to put purpose at the heart of its new marketing strategy as it looks to maximise investment and focus on loyalty.
Coca-Cola launches Christmas ad as it cancels annual truck tour
Molly FlemingCoca-Cola is celebrating 100 years of Christmas ads with a campaign encouraging people to be more present that will run alongside its ‘Holidays Are Coming’ messaging.
Walkers on why the nation needs LadBaby and some ‘light relief’ this Christmas
Molly FlemingWalkers is eschewing a TV spot and upping its investment in digital for this year’s Christmas campaign as it argues it is not appropriate to have “a big splash of celebrity” this year.
As Just Eat shows, digital plus TV delivers brand fame
Matt BushbyDigital platforms extend TV ads’ efficacy to increase brand fame and salience, but you need to create native content, not just repurpose it from broadcast.
How Pizza Hut overhauled its media strategy to be more efficient
Molly FlemingPizza Hut believes a focus on attribution and ROI can help to make its marketing more effective as it shifts to digital.
This Much I Learned with former Wagamama CMO Ross Farquhar on job hunting amid Covid
Sarah VizardIn the latest episode of Marketing Week’s podcast series, Wagamama’s former CMO Ross Farquhar discusses his redundancy and search for a new job amid the Covid-19 pandemic.