Carlsberg has turned its famous strapline on its head to admit it is ‘Probably not the best beer in the world’, a move that recalls its heritage while achieving a much needed repositioning.
By Mark Ritson
The babycare brand believes it has a key role to play in changing the conversations about parenting and is looking to disrupt the “unrealistic” image of parenthood with the launch of its first global campaign.
The rush to show immediate return on investment encourages tactics that ultimately reduce a brand’s ability to grow profitable sales, argues consultant and keynote speaker JP Hanson.
The ethical beauty brand’s desire to “stop fighting with algorithms” and reconnect with consumers is admirable, but ditching social to do so could prove a costly error.
Following its £170m acquisition of the Kings Mall in London’s Hammersmith, Ikea is on a mission to rejuvenate UK retail. But what does this mean for the wider shopping centre sector?
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
From the future of third-party cookies to the dearth of digital talent, there is plenty of opportunity and challenge in digital marketing this year.
FMCG emerges as the highest paying sector for marketers, according to Marketing Week’s 2020 Career and Salary Survey, with education, construction and the charity sector bringing up the rear.