Dry dog food brand Bakers Complete makes its television debut with a 1.5m push, breaking next week. The ad, created by Burkitt Edwards Martin, features dogs shopping and its hero is “Higgins”, who leaves a supermarket on a skateboard clutching a packet of Bakers. Dog lovers will be pleased to know “Higgins” is the son of “Pippin” who won a Cannes Grand Prix for work in Spanish ads.
We arm you with all the numbers you need to tackle the week ahead.
In the first of a new series looking at brand-building best practice in B2B, we speak to CMOs at companies including KPMG, QuickBooks and RS Group about brand diagnosis and positioning.
CMOs from Channel 4, Chelsea Football Club and Octopus Energy discuss the trends impacting marketing’s top job, from reputational control to growth and tenure.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the rise of Liquid Death in a cluttered category to the level of marketing team restructures, it’s been a busy week. Here is my take.