Exploring the international market can be an exhilarating ride, throwing yourself into new cultures and widening your scope of reference, but going into it with your eyes open is crucial.
Story of my CV: A graduate position at Sainsbury’s helped set Toni Wood up for a career that has seen her progress through a number of roles at global brands including Procter & Gamble, Britvic and now DFS.
Gillette Labs will focus on attracting smart tech enthusiasts as the brand looks to engage younger consumers through a new purpose and different routes to market.
The FMCG giant claims a focus on more precise targeting of audiences such as first-time mums is helping its advertising reach “the right people at the right time, in the right place”.
Six months on from Gillette’s controversial ad, the brand’s CEO discusses the intense fallout and why taking a stand is a “necessity” to connect with younger consumers.
P&G is leveraging “the size and iconic nature” of Fairy to spark conversations about LGBTQ+ rights as it aims to live up to younger consumers’ value systems.
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Marketing Week columnist Mark Ritson explains how Gillette balanced mass marketing with targeted campaigns aimed at specific segments to convince Mach 3 users to upgrade to Gillette Fusion.
In this latest video looking back at 50 years of Effies case studies, Mark Ritson explains how market research into beauty industry stereotypes and a balance between long- and short-term investment led to Dove’s ‘Real Beauty’ campaign and a sales boost.
The marketing boss of the world’s largest advertiser is more interested in measuring reach than spend, with P&G increasingly finding it can use money that would have been “wasted” on frequency to boost the number of people it reaches.
Marketing Week columnist Mark Ritson explains how P&G’s Febreze went back to basics to understand how it could reclaim its key brand attribute in what had become a generic category.
Marketing Week columnist Mark Ritson explains how Tide used a key strategic insight to defend its significant price premium and market share in an increasingly commoditised market.
Procter & Gamble’s US Tide brand delivered a perfect brief and chose a brilliant piece of creative by Saatchi & Saatchi, making it a deserved Grand Effie winner.
There are a few criteria which need to be met for strategic brand purpose work and stand a chance of delivering, which leads to the conclusion Gillette’s ‘#metoo’ ad was a waste of time and money.
Organic sales of grooming products were down 1% in its third quarter results, marking another tough period for the category, but the world’s largest advertiser believes all is still to play for.