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.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the rise of Liquid Death in a cluttered category to the level of marketing team restructures, it’s been a busy week. Here is my take.
P&G is aiming to build its brands and the categories in which they operate through meaningful innovation, CEO Jon Moeller says.
The professionalisation of marketing has brought many benefits – but that innate ability to spin a yarn to capture the attention of the board has been left in the past.
Following a ‘surprise’ two-year high last month, consumer confidence has fallen.