Sky on how it plans to disrupt a ‘grudge purchase’ market
Josh StephensonSky Protect is the latest push from Sky into a new market, this time home insurance. Its top marketers talk about where its confidence in disruption comes from.
Why brands are banking on new store formats amid cautious return to the high street
Matthew ValentineWith a host of retailers returning their attention to physical retail, finding new formats that entice consumers could be key to growth.
Unilever credits ‘effectiveness of innovation’ for Q1 growth
Matthew ValentineOutgoing Unilever CEO, Alan Jope, said its top performing brands are benefitting from the “strongest innovation line-up” it has had for years.
‘In sync with the zeitgeist’: How Evian plans to increase its ‘premium appeal’
Josh StephensonFollowing its latest collaboration with fashion brand Balmain, Danone Waters’ top marketer shares the benefits of cross-brand partnerships and why it has a responsibility to “push the sustainability agenda”.
How to ensure product launches have the best chance of success
Ian BurrellFrom tapping into an unmet consumer need and settling on the best communications strategy to finding the right timeframe for measuring impact, the art of the successful product launch is highly-nuanced.
Why Tango is reviving its ‘forgotten’ focus on product
Niamh CarrollTango is tapping into the spirit of its famous ‘You’ve been Tango’d’ ads from the 90s and 00s to speak to a new audience.
Coca-Cola on its plans to grow in the alcoholic ready-to-drink market
Niamh CarrollDespite mixed results from its expansion into the UK’s alcoholic market so far, The Coca-Cola Company believes there remains an opportunity to seize, starting with its new partnership with Jack Daniel’s.
Marketoonist on navigating AI hype
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Marketoonist on generative AI tools
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
‘All up for grabs’: Which brands will dominate the no and low alcohol market?
Niamh CarrollIn an increasingly cost-conscious consumer environment, there could be an opportunity for private label brands to take share in the no and low alcohol sector, say analysts. But they’ll have to fight off rising competition from both alcohol giants and independent brands alike.
How Toyota delivered tens of millions in incremental revenue
Marketing Week ReportersChallenged to develop a compelling service offer to arrest years of decline, Toyota used research and a new creative concept to get drivers back behind the wheel.
New product launches fail because they aren’t given the time to grow
Jon EvansSystem1’s Jon Evans looks at 10 years of data in the soft drinks category and explains why the few successful new product launches survived in the long term.
The road to innovation is paved with abandoned products – don’t let yours be one of them
Dr Kirsten VictoryWith so many new product launches failing to exist even just one year later, brands must ensure they have clear strategic intent when bringing new lines to market.
Beyond the hype: What next for NFTs and the metaverse?
Rebecca SentanceHow did web3 technologies such as NFTs and the metaverse play out over the past year and how might they make an impact in the year to come?
Reckitt plans ‘significant’ rise in brand investment following return to profit
Michaela JeffersonIn 2022, Reckitt’s brand investment increased by 5.7% while like-for-like revenue grew 7.6%. As a percentage of revenue, spend decreased from 12.6% to 11.8%.