Far from seeing their decades in the business as an excuse to ‘get comfortable’, marketers with long tenures are proving just you how far you can stretch yourself in a single company.
The obsession with change so often seen in marketing has a habit of spilling over into everything from tactics to career trajectories.
From Boots and Cadbury to British Airways and the Post Office, Waitrose’s customer director has soaked up a wealth of marketing knowledge working across a variety of British brands during his 37 year career.
The Covid crisis has flattened corporate hierarchies and bridged the generation gap between marketers with decades’ worth of experience and those just starting out, according to customer director Martin George.
After launching its Green Cuisine range two years ago, Birds Eye is now looking to broaden appeal further among mainstream consumers by partnering with Team GB ahead of the Olympics.
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.
