Coca-Cola is launching its first global marketing campaign in more than a decade as it takes its ‘One Brand’ strategy global with the introduction of the new ‘Taste the Feeling’ strapline.
The Marketing Week columnist and architect of Sport England’s ‘This Girl Can’ campaign will help the brand address key social issues to support its brand purpose of ‘building society, nationwide’.
Amid concerns about whether the Russia World Cup presents a brand risk, Adidas’s CEO admits the event is not the sales opportunity it used to be, but says it still offers the chance to build the brand.
What are the benefits of adopting a test-and-learn mindset and how can it be done effectively?
Brands need big ideas to earn fame, but even though most media spend goes on digital, digital agencies are not set up for creative excellence.
The collective silence of sponsors during the European Super League fiasco spoke volumes, but brands should still be looking at ways to rebuild trust and engagement for fans of the beautiful game.
Louise Maugest will lead UK marketing operations, replacing Kris Robbens who takes on a global role as senior director of brand strategy at the soft drink giant.