Mondelez is launching a new marketing model that aims to improve the return on investment of its global media spending, placing a big focus on original content and brand partnerships as it looks to fight growing consumer appetite for ad blocking.
MasterCard is shifting money away from traditional above-the-line advertising to focus on real-time promotions as its CMO Raja Rajamannar looks to ensure that its marketing builds not just the brand but the business as well.
FMCG giant PepsiCo launched its own content studio in May enabling it to create content in-house for its own brands, as well as white-label content that it can sell to distributors or advertisers for a profit. Kristin Patrick, senior vice-president of global brand development, explains how.
Rather than dialling back its purpose work, Lush used the Covid crisis to ramp up support for grassroots groups and returned to social media more than a year after quitting Facebook and Instagram.
While consumers’ personal finances look strong, this month’s GfK research points to fear of rising price inflation, which could once again weaken confidence.
The spot focuses on the now online-only department store’s delivery credentials, as it aims to drive both new and existing customers to the recently relaunched ecommerce site.
While M&S and Next can see a profitable future in selling third party brands, has John Lewis got its strategy wrong?