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 a major investor calling Unilever’s focus on purpose “ludicrous” to the importance of time, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
Courtesy of French politics, Kärcher is the latest brand to find out that becoming synonymous with your category is a double-edged sword.
Aldi’s Christmas ad campaign was crowned the most effective festive ad of 2021, helping the supermarket to record sales growth ahead of its rivals. However, analysts believe its “poor” online proposition is holding it back.
After shedding a “higher order” purpose and refocusing the Baileys brand based on customer insights, Diageo has learnt a lot about how to build a distinctive brand consumers love.
Faced with a worsening cost crisis, soaring inflation and recession, this report explores how marketers can demonstrate the tangible impact of their activity so they can make a compelling case for investment, even as budgets are squeezed.
Dismissing its critics, Mars’s CEO believes brand purpose is an essential tool for “quality” companies in both talent acquisition and driving profit.
He takes on the CMO role at Nomad Foods after three years running Birds Eye’s UK and Ireland business.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
