AB Inbev credits World Cup and Wimbledon campaigns for sales gains
Russell ParsonsAB InBev says the exposure sponsorship of the World Cup and Wimbledon gave flagship brands Budweiser and Stella Artois in the UK helped increase sales across its portfolio by 13.5 per cent in its latest quarter.
Nestlé Purina: Culture change is the major challenge in our effectiveness journey
Michaela JeffersonEmbedding a culture of effectiveness within the company has meant breaking false beliefs around the efficacy of different media and re-educating brand managers.
Measuring purpose and repositioning B2B marketing: Your Marketing Week
Russell ParsonsAt the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From measuring the effectiveness of purpose to marketing marketing in B2B, it’s been a busy week. Here is my take.
The brand purpose debate: Is the pendulum swinging ‘too hard’?
Michaela JeffersonPeople tend to love or hate brand purpose, but is its real value somewhere in the middle? Top marketers and researchers weigh in.
Marketing Week Top 100 2021: The top marketers in financial services
Marketing Week ReportersMarketing Week reveals the top 10 marketers in financial services, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
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