Having earned itself a reputation as a chocolate bar people either bought at the airport or discount shops, Covid gave Toblerone the punch it needed to reposition and relaunch the brand.
Marketers should view their relationships with consumers as a “collaboration”, said global brand marketing manager Janine Hearn-Odell.
The outgoing group brand and reputation director explains why it’s crucial for marketers to avoid the “pet projects” of senior leaders and keep their eyes on the prize.
Britvic is using its “highly relevant” marketing strategy to maintain the momentum of its core brands, while expanding its portfolio to move into new growth areas.
Despite the government announcing a delay to new HFSS multibuy and advertising rules, changes to in-store display rules are set to go ahead. These will have a major impact on affected brands, say analysts.
We arm you with all the numbers you need to tackle the week ahead.
New research shows a strong correlation between the personal reputation of CEOs and that of their brands, particularly in founder-led businesses.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
PepsiCo is moving beyond the traditional idea of ecommerce towards a model of “digitally-infused” retail that encompasses DTC, rapid delivery and AR.
The brand aims to engage consumers with a “meaningful” message and build its share of the premium beer market, says global marketing director Marcelo Amstalden Möller.
Thirty marketers have been selected to take part in this year’s UK Scholarship programme, which aims to prepare emerging leaders to take on senior and board- level roles.
New research reveals 67% of employers looking to hire marketers believe being closely located to the office is no longer as important as it was pre-pandemic.
The planned introduction of new digital competition rules and a new UK data protection regime heralds “enormous change” for the advertising sector, ISBA says.
While Adidas argues the images of breasts in the ads are a recognition of the diversity of bodies, the ASA has deemed the nudity as likely to cause offence.
ISBA and the IPA’s newly launched Pitch Positive Pledge aims to ensure all pitch processes are necessary, efficient and mindful of mental health.
With 91% of the population concerned about the rising cost of living many are already adapting their behaviour to save money, including choosing cheaper brands and cutting back on luxuries.
With B2B customers only in market 5% of the time, Sage has taken a long-term focus on brand building to drive sustainable growth.
Weetabix’s head of marketing plans to use his 20 years of FMCG experience to help scale-up brands and agencies in the sector.
Brands, agencies and media owners are all invited to put a team forward for the charity event, which raises money for cancer research and to support future marketing talent.