A move to premium products and Gillette recovery help boost P&G
Molly FlemingA focus on innovation has helped boost Procter & Gamble’s performance in male grooming, an area that is increasingly competitive.
The rise of consultancies and peak purpose: Marketing moments of the decade, part III
Sarah VizardFrom the rise of consultancies to Unilever’s $1bn acquisition of Dollar Shave Club and Pepsi’s attempt to derail purpose, here is the final installment of Marketing Week’s moments of the decade.
The best marketing campaigns of 2019: Part I
Sarah VizardFrom chilled-out bulldogs and record-breaking vegan snacks, to probably not the best beer in the world and Alan Partridge’s ‘back at the BBC’ memo, here’s part one of Marketing Week’s campaigns of 2019.
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How to succeed as a marketer abroad
Charlotte RogersExploring 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.
DFS’s CMO on using the ‘power of data to influence’
Erin LyonsStory 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 launches premium division with first heated razor
Molly FlemingGillette 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.
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P&G shifts from targeting ‘generic demographics’ to ‘smart audiences’
Sarah VizardThe 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”.
Gillette boss: Alienating some consumers with #metoo campaign was a price worth paying
Molly FlemingSix 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 rebrands Fairy to Fair to get people talking about LGBTQ+ rights
Molly FlemingP&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.
Watch: Ritson on how Gillette convinced consumers to switch to a more expensive razor
Marketing Week ReportersMarketing 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.
Watch: Ritson on how Dove’s Real Beauty campaign found the perfect balance between long and short
Marketing Week ReportersIn 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.
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P&G puts focus on reach: It’s a more important measure than spend
Ellen HammettThe 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.
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Watch: Ritson on how Febreze used consumer insights to drive effectiveness
Marketing Week ReportersMarketing 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.
Watch: Ritson on the effectiveness of Tide’s 2018 Super Bowl ad
Marketing Week ReportersMarketing 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.