Why P&G is moving away from targeted Facebook advertising
Procter & Gamble has admitted its targeting went “too narrow” and that mass reach remains important as it looks to stay front of consumers’ minds.
P&G admits marketing cuts hit growth as it refocuses on brand investment
Sarah VizardFMCG giant is now planning to “get back to making consumers aware of its products and communicating their benefits”
P&G’s Roisin Donnelly to leave after 31 years
Leonie RoderickRoisin Donnelly, brand director for Northern Europe at Procter and Gamble, is leaving the company at the end of June after 31 years to “pursue other interests”. It is currently unknown who will replace her.
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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.
Three strategies industries use to drive results from programmatic ads
Raina RobertsProgrammatic ads have benefits for a wide range of objectives. Here are three approaches adopted by different sectors for achieving their specific goals.
Molson Coors: Bud Light backlash has resulted in ‘permanent shift’ in company’s favour
Niamh CarrollMolson Coors CEO Gavin Hattersley said the change in market share in favour of its Coors Light and Miller Lite brands represented a ‘permanent shift’ in the US beer market.
Tesco chief: ‘I don’t see marketing as a cost. I see it as an investment’
Chris SutcliffeAs Tesco raises its profit forecast on the back of easing food cost inflation, its chief executive looks to highlight provenance and loyalty in marketing spend.
Best in class brand building: Top marketers on getting brand diagnosis and positioning right
Michaela JeffersonIn the first of a series of articles looking at what it takes to build brands effectively, Boots, Yorkshire Tea and Cadbury – three of the five brands shortlisted for the coveted Brand of the Year prize at the Marketing Week Awards – share their thoughts on the importance of brand diagnosis and positioning.