The consumer goods giant ‘reset’ its superior product portfolio, reducing the proportion of its products that are included in it, in order to fight ‘inertia’.
Yorkshire Tea has gained share to become the clear market leader in black tea, but as the top brand in a declining category it is now looking to fresh ways to stimulate growth in a contracting market.
Travel brand On the Beach reduced marketing spend from 45% of its revenue last year to 38% this year. It claims its spend is working harder with a focus on offline and an increasingly differentiated brand.
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Motor retailer Halfords has introduced dynamic pricing in its services business to drive profitability by directing demand to its under-utilised autocentres.
Christmas is traditionally a quiet period for the travel sector but TUI is launching a festive ad to build resonance for the brand and “prime” audiences for the busy turn-of-year trading season.
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It’s important to not just zone in on the skills and qualities you need at your current career stage, AkzoNobel’s Karen Wilkinson says, but to find out how to get ahead for the next.
Reckitt’s global brand director for Durex, Eleonore Murauer, says brands’ presence at Pride was tested in 2023 after high-profile backlashes.
The drinks company is in a ‘transitionary phase’, says its CEO, with the goal that it will return to volume growth, rather than driving revenue growth through higher prices, as it has been doing during the period of higher inflation.
Until very recently, Tony’s Chocolonely had never spent a penny on paid media, preferring to use earned and organic channels, however, it became ‘impatient’ with the pace of change and has now changed tack.
Electrical retailer AO World is investing £15m in brand-building across its current financial year as it seeks to drive growth through increased awareness.
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In the first of a new series looking at what marketers have learned from mistakes, Diageo’s chief innovation officer Mark Sandys shares the story of Guinness 0.0, which is now a best-seller in the non-alcoholic category. The road to success was paved with missteps though, including several false starts and even a full product recall.
Diageo has increased its marketing investment by 60% since 2017 and intends to continue to step up this spend, despite lowered projections for its profit and sales.
The Bisto-owner has committed to “sharpening” its promotional spend in the second half of its financial year, which it expects to drive increased sales volumes.