Reckitt on Gen AI, ‘full funnel’ and why ROI is about to get easier
Charlotte RogersA firm believer in the strength of “full funnel ideas”, Reckitt’s Becky Verano is on a mission to “take the hood off” creativity and explore virtual production.
‘Bold disruptors with a kind heart’: Elf Beauty’s brand chief on its non-stop growth
Lucy TesserasCollaboration, communication and community have all played a crucial role in Elf Beauty’s rise, according to chief brand officer Laurie Lam, who shares how the business is also looking to make an impact beyond cosmetics.
Just Eat ad banned by ASA for insufficient targeting measures
Matthew ValentineA claim against the takeaway company was upheld despite Just Eat using Meta’s age targeting tools to aim the ad at over-18s.
How Hilltop plans to create a buzz in the ‘commoditised’ honey category
Grace GollaschHilltop hopes to “drive appraisal” in a category with flat penetration and deflationary prices, says the brand’s new marketing director.
Estee Lauder turns to ‘nimble’ precision marketing strategy to tackle falling sales
Matthew ValentineThe cosmetics company believes its stronger data capabilities will allow it to “quickly” turn trends into action and improve strategic pricing.
‘Global brand, local heartbeat’: Guinness on why its Premier League tie-up will deliver ‘tangible growth’
Niamh CarrollClaiming to have “crushed” traditional thinking around creating content, Guinness wants to nurture a long-term relationship with new partner the Premier League.
Karl Lagerfeld’s personal legacy isn’t matched by his brand
Mark RitsonKarl Lagerfeld is an oddly low-rent brand that belies the designer’s influence, perhaps because he earned his reputation in service of much bigger brands.
‘There’s another way’: One entrepreneur on helping marketers go freelance
Molly InnesVictoria Taylor set up Marketing Mavericks, which counts Glasgow University and Nottingham Trent among its clients, in 2020 after the pandemic hit job opportunities for graduates.
Marketoonist on playing it safe
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
X reputation, SVOD, open web: 5 interesting stats to start your week
Grace GollaschWe arm you with all the numbers you need to tackle the week ahead.
How Reckitt’s marketing academy is ‘raising the floor and the ceiling’
Charlotte RogersDiligence and resilience is needed when establishing an internal marketing academy, combined with an ability to “join the dots”, says Reckitt’s Becky Verano.
It’s possible to turn restructures from cost-saving crisis to strategic advantage
Secret MarketerRestructuring shouldn’t always be seen as a negative – it can be used as an opportunity to address fundamental issues and reset the position of marketing in the organisation.
‘Meaningful for anyone looking to stretch the budget’: Marketers on how AI is changing effectiveness
Josh StephensonWith nearly half of marketers using AI to drive marketing effectiveness, what are they doing, how is it working and how much further can it go?
Shifting categories and going green: Your Marketing Week
Lucy TesserasAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Andrex looking to shift from household to beauty to helping consumers make sustainable choices, it’s been a busy week. Here is my take.
X reputation falls to lowest level since Musk takeover
Grace GollaschFollowing Elon Musk’s tweets supporting far-right violence in the UK and a recent antitrust lawsuit against the WFA, X’s reputation continues to decline.