Brands in the consumer healthcare sector are being held back by a lack of creativity in their marketing, argues Bayer Consumer Health chief marketing and digital officer, Patricia Corsi.
Business decisions might seem logically and rationally driven, but for smaller businesses these decisions are “actually very emotional”, Sage CMO Cath Keers says.
The FMCG giant will focus on driving long-term growth this year despite inflation, backed by “competitive” levels of marketing spend.
RB’s rebrand to Reckitt is part of a more focused effort to communicate what the corporate brand stands for, after observing ‘increased curiosity’ among consumers.
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From Dr Martens’ price resiliency to UKTV uniting its streaming and linear offer under U, it’s been a busy week. Here is my take.
We arm you with all the numbers you need to tackle the week ahead.
Private label products have been eating into the market share of branded labels for years now. It can be argued, though, retailers are not doing enough to solidify this trend by engaging with will make them stick around long-term: brand building.
From Barbie to McDonald’s to Heinz, the Marketing Week team reveals the first six campaigns that make up our best of 2023.