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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 budgets and good growth: 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 Nestlé declaring “growth is back” to two brands hiring their first CMOs, it’s been a busy week. Here is my take.
Competition watchdog ‘unlikely’ to find supermarket loyalty pricing is misleading consumers
Niamh CarrollThe CMA’s analysis into loyalty pricing is still ongoing, but it says it is “unlikely” to conclude that supermarkets are unfairly inflating non-loyalty pricing to make their member pricing appear more attractive.
‘Less self-indulgent’: Oatly’s CEO says advertising will refocus on ‘substance’
Niamh CarrollOatly CEO’s told investors it would refocus on its “reason for being” and be “slightly less self-indulgent” in how it uses its brand voice.
The Week in Tech: Google cookies, AI perceptions, Meta and Tesla
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.