ITV’s new marketing director John Hardie received a harsh introduction to television audiences at a celebration of the channel’s 1998 football portfolio at the Equinox club in Leicester Square last month. Hardie, Procter & Gamble’s former managing director cosmetics and toiletries (Europe), was warned not to give a speech to the bear-pit crowd of agency salesmen and women. He ignored the advice and talked them through ITV’s fabulous 1998 football programme. Within seconds mini sponge footballs and beer mats were being hurled in his direction. A trouper, Hardie battled on and delivered the speech. As he descended from the stage you could almost hear him thinking: “This never happened at P&G.”
Huggies is launching a two-part strategy to appeal to a wider range of ages and increase penetration, as its owner Kimberly-Clark commits to investing in and growing its brands despite the pandemic.
We arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
At the end of every week, I look at the key stories from this week, offering my view on what they mean for you and the industry. From the travails of the travel industry, to the challenge of maintaining momentum, it’s been a busy week. Here is my take.
Despite lockdowns easing and the threat of the pandemic receding in the UK, at least for now, 30% more marketers are planning to cut their budgets than increase them in the second half of the year.