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How one market-leading startup is scaling a brand-new retail category
Having created a new category, functional juice shot brand Moju, first had to educate consumers about the product before turning its attention to brand.
How can SMEs ‘sweat their budgets’ in 2024?
Alex WrightRuthless prioritisation, ringfencing money for risk-taking and optimising internally could enable SMEs to stretch their budgets further.
How can SMEs strike a balance between long- and short-term success?
Michaela JeffersonRather than sticking slavishly to the 60:40 rule, flexing the balance between long- and short-term investment could prove fruitful for SME marketers balancing the books.
‘We’ve never had this access to talent’: SMEs on recruiting to chase growth
Ian BurrellFrom nurturing T-shaped talent to benefitting from specialists on the job market, SMEs are looking for new ways to recruit their way to growth.
Booking.com owner to cut paid media spend as it prioritises direct bookings
Niamh CarrollThe travel business is aiming for more direct bookings over those generated through paid marketing investment, something that it claims will benefit its P&L.
Tropicana on ‘getting back’ to its leadership role in a declining category
Niamh CarrollThe juice category has become “commoditised” in recent years, with its leading brands underinvesting in it. Tropicana is aiming to push back against this by dialling up its brand assets, investing in innovation and reconnecting with key occasions.
Marketing Week’s Festival of Marketing to return in October
Marketing Week ReportersDragons’ Den star Deborah Meaden is confirmed for the 11th Festival of Marketing. She will join CMOs and other speakers from the world of marketing and beyond on 3 October.
Global social media ad spend to approach £200bn in 2024
Grace GollaschAccording to WARC Media, social media is the largest media channel worldwide by advertising investment, with Meta alone representing a 63% share of global social spend.