Mondelez: Prioritising inclusion takes perseverance and persistence
Charlotte RogersThe confectionary giant affirmed its long-term commitment to diversity, as new UN research reveals progressive brands can drive 52% stronger pricing power.
The confectionary giant affirmed its long-term commitment to diversity, as new UN research reveals progressive brands can drive 52% stronger pricing power.
According to Mark Ritson, marketers have “overstated” the importance of creativity and in doing so taken their eyes firmly off the 4Ps.
No marketer wants to create work that doesn’t work, so building and fostering a culture of creative effectiveness is essential.
Being able to convey what your brand stands in a few words is crucial, says chief brand officer Noel Mack, hence its new platform ‘We Do Gym’.
The FMCG giant has shifted the focus of top marketer Doug Martin who has been chief brand and disruptive growth officer since 2021.
Agencies have a 50/50 responsibility to co-own the route to “greatness”, says global CMO Marcel Marcondes.
B2B marketers must take into account the needs of both ‘target’ and ‘hidden’ buyer groups and tap into their ‘true emotional states’ to drive growth, according to research from LinkedIn and Bain & Company.
The FMCG giant’s chief brand officer warned against embracing technology at the expense of human creativity – and encouraged marketers to find the creativity in the everyday.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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