Maersk Line on what keeps a CEO awake at night
Rachel GeeMaersk Line’s social media manager Davina Rapaport says that social media in companies should focus on what keeps a CEO awake at night, not simply likes and engagement.
Videos
‘Music is a difficult beast’ admits Heineken as it launches global music-focused campaign
Leonie RoderickHeineken is launching a new global music strategy in a bid to cement itself within the live music scene. However, Heineken’s global brand communication director Anuraag Trikha admits that it faces a challenge as “people come to see the artist and not the brand”.
P&G looks to engage British public in Rio Olympics with renewed ‘Thank you, mum’ push
Leonie RoderickRoisin Donnelly, P&G’s brand director for Northern Europe, admitted to Marketing Week that it will be more challenging to engage the British public for the Rio Olympics with its latest ‘Thank you, mum’ campaign but that British patriotism and a unified brand approach will cut through.
Knorr evolves brand to target food obsessives with interactive ‘flavour-matching’ tool
Leonie RoderickKnorr is hoping to stay relevant with a younger ‘food obsessed’ generation as it takes a more ‘personal approach’ in its marketing.
Airbnb’s marketing boss on polarising brands, mass tourism and why it wants to offer a ‘complete experiential proposition’
Leonie RoderickAirbnb is rapidly expanding its service away from just offering accommodation to provide a full travel service as it looks to lure holidaymakers away from “mass produced tourism”. The brand’s CMO Jonathan Mildenhall talks to Marketing Week about being a polarising brand, maintaining its “millennial cool” and its plans for the future.
H&M aims to make recycling ‘cool’ with first ever sustainability campaign
Leonie RoderickH&M has launched its first ever campaign that focuses on behavioural change by encouraging consumers to recycle their unwanted clothes as it seeks to pave the way for “a sustainable fashion future”.
Mr Kipling pushes ‘cake-on-the-go’ snacking as it introduces new brand positioning
Leonie RoderickMr Kipling is rebranding and launching a campaign under the slogan ‘Exceedingly Good Distraction’, as it seeks to become more relevant with young families and push its cakes as ‘on-the-go’ snacks.
Danepak aims to ‘reawaken interest’ in bacon as it battles against falling sales
Leonie RoderickDanepak is launching a new campaign today (6 April) in a bid to relaunch the brand in the UK and battle declining sales after the World Health Organisation published a damning report in November last year stating eating processed meat increases the risk of cancer.
Coca-Cola slogan likeness is ‘unfortunate’ says Cadbury
Leonie RoderickIt is “unfortunate” that Dairy Milk’s new slogan ‘Taste like this feels’ is similar to Coca-Cola’s ‘Taste the feeling’, according to Cadbury’s global brand equity director Nikhil Rao, but he insists that Cadbury’s focus on ‘consumption experiences’ gives it a point of difference.
Cadbury moves away from ‘Free the joy’ in favour of ‘Tastes like this feels’ in new brand campaign
Leonie RoderickCadbury is launching a global brand campaign for its Dairy Milk brand, replacing its ‘Free the Joy’ slogan with ‘Taste like this feels’ although marketing director Matthew Williams says its marketing will still focus on providing “moments of joy”.
Vans’ EMEA marketing chief on its secret to brand success
Leonie RoderickOriginally adopted by the skater community in southern California, Vans’ shoes – epitomised by their rugged make-up and sticky sole, have gone on to become a global phenomenon. Vans European marketing boss Neil Schambra Stevens speaks to Marketing Week about the secret to its success and how the brand can remain relevant for the next 50 years.
Persil deepens commitment to ‘critical issue’ of children’s playtime with film set in US prison
Leonie RoderickPersil is hoping to bring about behavioural change by encouraging parents to “get out and get dirty with their children” as it evolves its ‘Dirt is good’ marketing strategy to focus on the worrying statistic that prisoners at a maximum security jail in the US spend more time outside than the average child.
P&G overtakes Unilever to top list of most effective global advertisers
Sarah VizardProcter & Gamble has overtaken Unilever to take the title of the most effective global advertiser while “breakthrough brands” including Ikea, Heineken and Jaguar owner Tata Group climbed up the rankings.
Atom Bank creates 1.4 million logos in bid to prove ‘customer obsession’
Leonie RoderickAtom Bank has created 1.4 million logos in a bid to tailor the customer experience ahead of the brand’s launch in the first quarter as it seeks to be a “customer obsessed” organisation.
First Utility slams big six’s ‘lullaby’ marketing as it launches first brand campaign
Leonie RoderickFirst Utility has launched a new campaign today (4 January) in a bid to ‘call out’ the big six suppliers and grow its market share further with a brand position that aims to engage and empower consumers.