Marketing director Ross Farquhar says planning and preparation helped the mochi ice cream brand take advantage of sudden social fame.
Little Moons marketing director Ross Farquhar didn’t think much of it when a young graduate in his team asked if they could set up a company TikTok account.
As companies from Coca-Cola to Mondelēz weed out underperforming brands to focus their energy on the products best set to deliver growth, is innovation becoming far more selective?
Head of brand Gareth Turner explains how adopting a more innovative approach to marketing is helping Weetabix to grow over the long term.
In the latest episode of Marketing Week’s podcast series, Wagamama’s former CMO Ross Farquhar discusses his redundancy and search for a new job amid the Covid-19 pandemic.
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.