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.
As marketers become disillusioned with prolonged job interview processes, as stages and demands increase, what impact is this having on the industry?
Coca-Cola’s senior director of media operations underlined the importance of being customer-centric in order to avoid siloed thinking.
Britvic CMO Cindy Tervoort believes in using creativity to drive business impact, but is wary of how “fragmenting” budget can stop brands standing out.
Having built its marketing strategy around brand building since 2021, Airbnb is moving into new categories in a bid to become a hub for experiences, not just overnight stays.
When the whole country is your customer, delivering customer experience is a complex equation. Here, CX50 members from the public sector reveal their approach.
The rules of content marketing are evolving faster than ever – here’s why.
Compare the Market says the titles reflect “two crucial areas” for the business. Tom Wallis, who joined the business as chief revenue officer last year is now chief customer officer, while Mark Vile, who has been CMO since 2017, is now chief brand officer.
Group customer director Emma Botton has been with Tesco for eight years, taking on the most senior marketer last year after chief customer officer Alessandra Bellini left the business.
In a world where less is more, checking insights, aligning KPIs and adopting a mend and repair mindset can make your marketing investment work harder.
The financial services firm is bolstering its brand marketing capabilities with the creation of a new role dedicated to growing its “market visibility”.
Definitions of marketing are wide-ranging and inconsistent, but it’s up to organisations to work out what it means and how it can help them.
The changes are aimed at making the two segments “more connected” to the Johnson & Johnson brand, the business says.
Created in just a few short months, Wellsoon is a challenger private healthcare brand that is aiming to open a category that many still feel isn’t affordable to them and tackle NHS waiting lists.
As brands are reportedly demanding an increasing number of interview stages, marketers say they’re being asked to do more than ever to get a foot in the door.
Not only having to deal with a gender pay gap, women in marketing are more likely to take on additional responsibility without an uplift in pay. It’s a problem with no easy solutions but bubbling frustrations.
Exclusive data from Marketing Week’s 2024 Career & Salary Survey reveals the gender pay gap for full-time workers has improved, but only by a minimal 0.5 percentage points.
With stints at LVMH, Estée Lauder and Makeup by Mario under her belt, Estrid’s first chief brand officer Nico Morga Alden’s “risk prone” approach to her career has served her well.
Women’s career progress and salaries take a dive when they become mums, not because they become less good at their job but because policies around parental leave and childcare continue to be biased.
Follow British Airways’ example: for every new ad you make, identify at least one customer experience improvement to go with it.
The effectiveness expert and author of The Long and the Short of It explains how pre-testing has led to more effective ads, focusing on emotional response.
Marketers may like to be believe they can identify with a wide range of people but, in reality, they are as likely to be led by their biases as anyone else.
Creative campaigns and exclusive insights from across the agency landscape.
Mars introduced a tool that uses “behavioural philosophy” to predict the impact of creative in driving sales in 2020, part of its eternally evolving effectiveness effort.
Having the right people at the heart of effectiveness programmes is the difference between succeeding and failing.
B2B marketers have long leaned on lead generation as a way to quantify their contribution to revenue, however, with many recognising it can be a blunt measure, is there a better way for marketing to showcase its contributions?
Solving the increasing burden of responsibilities on marketers doesn’t come with any easy answers. But from increasing the profession’s presence in the boardroom to changing the culture of overwork, there are things that can be done.
Marketers should cease pontificating about the validity of CMOs and their time in post, and start focusing on how to do the job better.
Five top marketers from a range of businesses share their outlook for the future of marketing leadership, from struggles with role fragmentation to the need to be deep collaborators.
High levels of inflation have forced many brands to lean on increased prices as a lever of sales growth. This year, growth will have to come from elsewhere, presenting marketers with a huge challenge.
Maintaining a balance between price and footfall growth is a “North Star” for the McDonald’s business, which hopes its growing loyalty scheme will help it further step up its pricing strategy.
Escaping dependence on price promotions is a tough challenge, but it’s achievable with Mark Ritson’s systematic approach.
AI is making strides in retail personalisation and marketing content creation, and will continue to be a game-changer alongside expert human judgement.
If engagement is falling, your technology isn’t serving your objectives or campaign stagnation is creeping in, it may be time to switch or upgrade your marketing platform. Here’s what you should know.
Virtual production helps brands to cut the costs and environmental harms of video shoots, without compromising on the creative possibilities.