Marketing transformation is a term used by all sorts of brands and business but lacks a common term. What classes as truly transformative work, however, is a fiercely debated topic.
Streamlined processes, the principles of Ehrenberg-Bass, and creating an ‘engaged marketing community’ are all helping the privately-owned snack company drive growth, says marketing boss Kevin McNair.
After undertaking extensive consumer research, Subway has overhauled its menu to make it more tempting and prevent “order paralysis”, the first step in its wider transformation plan.
Over the past five years, McDonald’s has been on a mission to establish a “creative excellence and effectiveness culture”, which has allowed it to prove the value of marketing and show how brand building contributes to business success.
The travel business is aiming for more direct bookings over those generated through paid marketing investment, something that it claims will benefit its P&L.
The 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.
Dragons’ 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.
According 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.
