Being able to demonstrate the revenue-generating potential of any proposed spend is essential to convincing key stakeholders to invest in marketing, says Pinterest’s Grace MacDonald.
The 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.
Marketers are too quick to jump on tactical and short-term solutions rather than carry out a proper diagnosis of why customers are leaving their brands, says Virgin Media O2 director of customer experience Marie Feliho.
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Waitrose head of marketing Emma Isaac will join the bank as its first chief marketing officer at the end of October.
Return 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.
The new roles will see the brand and customer experience teams come together to take relationships with customers “to the next level”, according to Waitrose customer director Nathan Ansell.
Enhanced data capabilities have enabled Coca-Cola to understand better where and how its growth is generated, CEO James Quincey says.
Primark resisted any move towards online shopping until 2022 when it introduced a click-and-click trial for kidswear, which it now plans to extend to women’s clothing.
Members of the loyalty scheme spend an average of £266 per transaction more than non-members, Halfords claim.
TV has long been one of marketers’ preferred ad channels, but its importance has declined massively over the past year, according to Kantar’s latest Media Reactions report.
M&S re-entered the fold as one of the UK’s most valuable companies last week, but marketing director Anna Braithwaite tells Marketing Week it is still focused on achieving its transformation goals, adding ‘the job isn’t done’.
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The ad has the potential to kick-start sales for the AB InBev-owned beer brand following the backlash it received after partnering with transgender model Dylan Mulvaney.
Cancer Research UK’s top marketer Philip Almond says the charity is very strict about where it invests marketing spend to ensure it gets “value for money”.
The drinks giant is using technology to optimise how its marketing and promotional spend is deployed as it looks to get higher returns on its consistent level of investment.