‘We’re building the plane while flying it’: AB InBev on the growth of its in-house agency
Molly FlemingAB InBev’s in-house agency draftLine has quadrupled in size since it began in 2019 and is now setting its sights on a new test and learn lab.
Molly Fleming
Why Mercedes-Benz ditched the corporate stereotype to get the most from its marketers
Molly FlemingMercedes-Benz UK marketing director shares how new ways of working are helping the luxury car brand improve creativity and why innovation comes from people saying ‘yes’ more than they say ‘no’.
Marketing industry renews efforts to tackle sexual harassment ahead of office return
Molly FlemingThe industry’s response to #MeToo aims to ensure office life in 2021 avoids a return to an “old normal” with a refreshed code of conduct and new training.
Jerry Daykin on why GSK is training all its marketers on inclusion
Molly FlemingGSK is training marketers across its brands to ensure they are asking important questions about diversity and how to produce inclusive marketing.
Why Coca-Cola used 2020 as a ‘catalyst for spring cleaning’
Molly FlemingCoca-Cola’s chief financial officer explains how the company is balancing leveraging scale with more ‘intimate’ marketing efforts.
1 Comment
How one marketer is navigating redundancy
Molly FlemingTravel marketer Will Weeks shares the lessons he’s learnt from being made redundant and the job hunt routine that keeps him sane.
Coke’s marketing boss on Christmas, brand culls and what makes a good marketer
Molly FlemingIn an exclusive interview, Coca-Cola UK marketing boss talks about the challenges of 2020 and why the soft drink maker has had to be “braver” than ever before.
Yum! Brands CMO on why cultural relevance beats global consistency
Molly FlemingThe CMO of KFC and Pizza Hut’s parent company talks about the value of decentralised marketing and why brand success nearly always comes down to relevance, ease and distinctiveness.
Specsavers CMO Katherine Whitton on her brand building legacy
Molly FlemingKatherine Whitton may be leaving Specsavers after three years, but she looks back with pride on a tenure, which has included negotiating the challenge of Covid-19 and repositioning the brand.
Sky and Unilever back industry initiative to address climate crisis
Molly FlemingThe industry has launched Ad Net Zero, which calls for brands and agencies to commit to a five-point plan to reduce CO2 emissions.
An accelerator and a stress test: How Covid has shaken-up L’Oréal’s digital plans
Molly FlemingL’Oréal’s ecommerce business has almost doubled during the pandemic as shoppers seek beauty products online.
O2’s first Christmas campaign aims to show the ‘power of the imagination’
Molly FlemingO2’s first foray into festive advertising features its brand mascot Bubl helping a young girl take part in the sport she loves despite lockdown.
Tesco gets rid of Santa’s naughty list for Christmas ad
Molly FlemingTesco is hoping to provide some reassurance this year that even if you have done something naughty you can still treat yourself this festive season.
McDonald’s urges people to find their inner child this Christmas
Molly FlemingMcDonald’s hopes its festive campaign will help families reconnect with each other this Christmas.
How one charity is bringing marketing up the business agenda
Molly FlemingHow do you convince people that marketing is not a cost but an investment? Rewilding Britain is using a three-part strategy to win over sceptics.
How McDonald’s is returning marketing to a ‘growth pillar’
Molly FlemingMcDonald’s is promising to put purpose at the heart of its new marketing strategy as it looks to maximise investment and focus on loyalty.