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.
Marketing Week’s annual celebration of effectiveness, creativity and innovation returns, with a stellar jury of senior marketers lined up to determine the winners.
AB InBev’s volume sales declined by 15.3% in North America in the final quarter of the year, this was primarily driven by Bud Light, over six months on from a boycott of the brand.
The business cut marketing spend by 25% in 2023, despite making key hires in ecommerce and retail media.
Tasked with managing the tensions between long and short-term growth, Mars Food & Nutrition marketing boss Matthew Graham explains how his team focused on “fewer, bigger, better” innovation.