Copy KitKat on your quest for ‘double D marketing’
Mark RitsonTight positioning, a respected brand heritage and refusal to overcomplicate things means when it comes to uniting distinctiveness and differentiation, KitKat has it licked.
Uncategorized
Aline Santos to depart Unilever after 35 years
Josh StephensonThe global marketing team will report into chief growth and marketing officer Esi Eggleston Bracey as Santos leaves the FMCG giant after three decades.
‘A bet for the future’: Zero Sugar’s role in driving growth for Coca-Cola
Niamh CarrollCoke Zero Sugar provides an opportunity for the trademark brand to reach a new set of consumers and provides existing drinkers with the choice to enjoy the product over more occasions, says senior director of global strategy, Oana Vlad.
Marketoonist on breaking through the clutter
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
‘We win if we make people laugh’: Liquid Death on its unconventional approach
Josh StephensonThe American water brand has disrupted a category with humour and an edgy packaging design. Keeping that rebellious spirit intact will be key to its future growth, its lead marketer tells us.
‘Curiosity is the easiest skill to lose’: Three marketing leaders on why investment in training matters
Molly InnesIt’s hard to prove an ROI on training and development, but it’s crucial brands give space and support for their marketers to grow, say top marketers at Diageo, Channel 4 and Specsavers.
January retail sales, retail media, UK recession: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
Is 100% alignment between B2B sales and marketing teams truly possible?
Matthew ValentineThere’s many reasons why greater alignment between the sales and marketing team can improve business outcomes. But how far should these go? And how can B2B marketers find the right balance?
Almost half of marketing teams restructured in 2023, survey reveals
Molly Innes46.5% of marketers experienced a new team structure in the last 12 months, according to Marketing Week’s 2024 Career & Salary Survey.
‘If you’re not in one, you’re probably about to be’: Why are so many marketing teams restructuring?
Molly InnesYou’re not alone if your team is changing – almost half of marketers experienced restructuring last year. And if you weren’t part of the 46.5% in 2023, you probably will be soon.
Morrisons follows Asda to launch Aldi and Lidl price match
Niamh CarrollMorrisons becomes the latest supermarket to launch a price match initiative, pledging to match either Aldi or Lidl, depending on which is cheaper.
Unhappy marketers and innovation: Your Marketing Week
Lucy TesserasAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the fact marketers’ happiness is dwindling to the role of innovation, it’s been a busy week. Here is my take.
One B2B marketer on why the CMO has to be the ‘nerve centre’ of the business
Josh StephensonIt may have only existed for 20 years but the TCS marketing department has changed the business’s approach to brand building for the better – and added billions of dollars of value to the brand.
Where are you on the rich/poor staircase? Let’s find out
Andrew TenzerResearch suggests most marketers grew up in a household where the highest earner was social grade AB – to better represent people of all walks of life the industry needs to diversify.
Kellogg’s and Heinz owners outline strategies to drive volume growth
Niamh CarrollBoth WK Kellogg and Kraft Heinz saw declining volumes in 2023 while managing to hold onto net sales growth through price increases. With this strategy looking unsustainable this year, both outlined how they might drive volumes in 2024.