Heineken’s beer director talks to Marketing Week about the trends the industry needs to pay closer attention to if it is to drive future growth, as he reflects on the launch of Birra Moretti’s first global campaign.
Pret is expanding into packaged goods as part of its transformation plan and move away from its store-first strategy.
After taking the decision to rationalise its portfolio at the onset of the coronavirus crisis, Birds Eye has reacted quickly to push out new products tailored to the evolving consumer mood.
As companies from Coca-Cola to Mondelēz weed out underperforming brands to focus their energy on the products best set to deliver growth, is innovation becoming far more selective?
The FMCG giant revealed ecommerce sales surged last year, accounting for 9% of total sales as consumers were stuck at home.
Brands are having to evolve their innovation processes in order to keep up with fast-changing consumer demands as a result of the pandemic.
Nivea is ramping up plans for a DTC offering to serve surging online demand, while at the same time unveiling a new brand purpose focused on the power of touch.
From digital-first customer journeys to pushing the electrification agenda, car marques such as BMW, Audi and Kia are switching strategies to ensure their marketing keeps pace with consumers.
In the latest episode of Marketing Week’s podcast series, UK head of marketing at Pret A Manger, Becci Dive, discusses the “once in a lifetime” challenge of Covid-19, digitising the brand and taking an idea from WhatsApp to store in a matter of days.
Rather than slashing R&D budgets in response to the pandemic, the vice-president of L’Oréal’s tech incubator believes there is still “so much room” for innovation.
Learn how Tena used consumer insight to tackle the stigma of incontinence and shake up the category.
Data is often inaccurate and inefficiently managed yet marketers rely on it to guide and justify every decision, when it should be there to support human insight and intuition.
5G mobile networks will be a revolution in immersive media and democratising content creation, taking brands’ relationships with consumers to a new level.
As one of the largest ecommerce companies in the European web-to-print market, Unitedprint has successfully completed its transformation into a ‘smart business’. Unitedprint summarises its strategic formula in a simple equation: data intelligence + network co-ordination = smart business.
Celebrating a brand’s anniversary shouldn’t be about complacency or introspection but a reassessment of what its heritage means for modern consumers.