Unilever finance chief tells investors to take ‘holistic’ view of return on marketing spend
Niamh CarrollReturn on marketing investment cannot solely be judged by whether volume sales grow, Unilever CFO Graeme Pitkethly has told an audience of investors and financial analysts.
Alpro: Focus on product rather than ‘edgy’ marketing is key to retaining market leadership
Niamh CarrollThe plant-based dairy alternatives shelf has become crowded; however, 40-year-old market leader Alpro believes it is its product that will help it stand out versus newer brands, rather than flashy advertising.
‘You can be blinded’: The perils of falling into the data trap
Matthew ValentineThe State of Market Research series continues with an examination of the role internal data has played in the seemingly diminishing position of market research. Is internal data a cheap effective resource or is it leading brands to false conclusions?
Marketing being the ‘greatest value driver’ and removing silos: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Octopus Energy’s CEO underlining the importance of marketing to the need to remove silos, it’s been a busy week. Here is my take.
‘Lessons learned the hard way’: Marketers on the mistakes they made while building sustainable brands
Amrit VirdiMarketing leaders from Abel & Cole, Who Gives A Crap and Allplants share their trials and tribulations from working to become a sustainable brand.
Co-op’s top marketer on why being an ‘oversimplifier’ is his ‘superpower’ in the boardroom
Grace GollaschCo-op’s chief membership and customer officer Kenyatte Nelson says “simplicity” of communication helps him better connect with those at the top of the business to drive the importance of its membership scheme.
HSBC on the ‘double punch’ of dialling up distinctive assets
Charlotte RogersFor director of brand marketing, Sarah Mayall, the bank’s decision to hero its red hexagon logo is the “big win” of her time in role.