Esprit’s new CEO admits the brand has been “lost for a long time”, but with its first brand chief in place, it is now looking to re-establish the retailer as a global leader in fashion.
The social platform’s global marketing lead emphasises the need for a balanced approach, particularly in times of economic uncertainty, and the importance of backing up success with evidence.
Doug Martin has been at the company since he joined as an intern, which has allowed him to acquire the “completely different skillsets” of growing brands and enabling new ideas.
Booking.com CMO Arjan Dijk prefers to view his marketing through the lens of low, medium and high intensity activity, rather than in performance versus brand terms, a debate which he says is “a bit 2003”.
Mars Wrigley’s chief brand officer says its marketing is “building on the shoulders of giants”, but to keep up with evolving consumer demands it has been overhauling how it approaches media, data, team building and purpose.
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.
After becoming a household name during the pandemic, Pfizer is now in the process of transforming its marketing under the leadership of its first CMO Drew Panayiotou, who admits the business had been missing a trick by not connecting its products to its brand.
Unilever believes brand purpose is crucial for driving growth but its top marketer Conny Braams acknowledged a strong product and price proposition must come first.
The food giant’s chief growth officer, Diana Frost, says tech should be viewed as an enabler and that marketers’ core focus must always be the customer.
Heinz’s top marketer wants to take the brand to “the next level” by building its equity as a global food brand, not just one for ketchup and baked beans.
Don’t delude yourself about returning to a ‘golden age’ of offline advertising. There’s plenty of evidence you can build successful brands with today’s media.
Growing markets should be the “highest order ambition” for marketers, Pritchard said, as it attracts more people, which in turn creates more value.
Former Burger King CMO Fernando Machado, talking alongside PepsiCo’s Mark Kirkham, say it’s crucial marketers are a “fighting force” for their company.
Research from LinkedIn’s B2B Institute and Warc suggests showing a “promise to the customer” could be revolutionary for B2B brands looking to increase their brand marketing spend.