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How negative health reports are hitting trust in food brands
Lucy TesserasAn influx of negative news focusing on sugar, trans fats and misleading food labels has led to a distrust of brands and change in consumer buying behaviour, new research shows.
Secret Marketer: High street retailers should focus on the benefits of being local to compete with digital
David CoveneyAs retailers announce their Christmas trading figures, it is interesting to note that those that did well credit their success to online sales almost without exception. In contrast, those that underwhelmed the markets blame digital competitors and their own inability to respond quickly.
Are Barbie’s new curves just a ploy to boost sales?
Sarah VizardBarbie has introduced a range of new Barbie dolls with more diverse body types and from different ethnicities as it looks to arrest a steep decline in sales. But while some may be cynical the brand is actually going back to its roots.
Is this applicable to B2B marketing? Please stop asking
Mark RitsonThis week our marketing columnist asks and then answers the most annoying question of them all.
Heinz on its mission to move ‘at the speed of culture’ to create an ad in five days
Matthew ValentineSince launching its global platform ‘It has to be Heinz’, the food brand has been able to move at pace to respond to local trends, allowing it to create its latest ad in record time.
Almost half of large businesses leaning on innovation to grow
Niamh CarrollDespite indications that large businesses will invest in innovation and marketing to drive growth, cost-cutting and efficiencies are still top-of-mind for many, according to a new report.
‘It’s destabilising and unsettling’: How to manage teams faced with delivering more with less
Michaela JeffersonThe need to deliver growth on a reduced budget is the reality for many marketers but its not just a job of optimising investment. For marketing leaders, it’s also about maintaining motivation and managing expectations.