General Mills ups marketing investment after crediting brand building for five-year growth streak
Molly InnesThe Häagen-Dazs owner has praised the power of brand building and committed to increasing marketing spend next year.
The Häagen-Dazs owner has praised the power of brand building and committed to increasing marketing spend next year.
Tesco evolved its Clubcard offer, adding exclusive member discounts in 2020, which many rivals have looked to emulate, but its top marketer argues its proposition still stands out thanks to its “unrivalled” customer data.
Currys is moving away from pursuing sales that are heavily driven by discounting or costly free delivery in an attempt to improve profitability.
Regardless of what technology the future will bring, it is clear that artificial intelligence is already automating much of our work. In the long term, AI’s contribution to many industries will only increase.
A streamlined name and a new internal brand position coincide with Ovo embracing its place as a major energy company – but it still wants to keep its challenger spirit.
We arm you with all the numbers you need to tackle the week ahead.
The MoneySuperMarket Group saw significantly more revenue generated through both CRM and pay-per-click in the first half of the year, and debuted a brand campaign, which it hailed as its “best performing to date”.
This year has been pivotal for artificial intelligence, with innovations such as ChatGPT creating waves in multiple sectors. As AI introduces capabilities that might seem alarming, find out how businesses can prepare and unlock its value.
The soft drinks giant credits work on lowering entry points through price-pack architecture and digitised B2B platforms after raising organic revenue forecast for 2023.
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 Mattel’s brand plan to Elon Musk’s Twitter rebrand, it’s been a busy week. Here is my take.
We arm you with all the numbers you need to tackle the week ahead.
Welcome to the Marketing Week Christmas blog where you’ll find all the latest festive advertising news in one place.
The online retailer wants to be profitable by the end of its 2025 financial year, as it looks to ‘re-invent’ its marketing efforts.
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From Asos sharing its first “full-funnel” brand platform to the winners of the Marketing Week Awards being revealed, it’s been a busy week. Here is my take.
We arm you with all the numbers you need to tackle the week ahead.
Coca-Cola’s 2023 Christmas ad ‘The World Needs More Santas’ and its 1995 classic ‘Holidays are Coming’, both achieved “exceptional” scores on System1’s ad effectiveness ranking. However, Holidays are Coming reigns supreme, beating the 2023 ad and achieving the highest possible score.
Both Aldi and M&S Food have scored the highest possible long-term effectiveness rating of 5.9 stars on System1’s Test Your Ad platform. Both ads see the return of brand characters from previous festive campaigns.
Marks & Spencer’s ongoing investment in style and Sparks has led to growth in sales and profit but chief executive Stuart Machin argues the journey is not over.
This year’s Christmas ad featuring Snapper the Venus flytrap has achieved John Lewis’s highest effectiveness score since 2020, according to System1; however, the ad has failed to land in the top 10.
TV has long been one of marketers’ preferred ad channels, but its importance has declined massively over the past year, according to Kantar’s latest Media Reactions report.