Why Lego is ‘upping the ante’ on its in-house creative agency
Sarah VizardLego brought creative in-house a few years ago to ensure creative has “a seat at the table” and improve transparency, productivity and innovation.
How Spotify built its in-house creative team
Sarah VizardWhen Spotify’s brand chief joined five years ago the plan wasn’t to build an in-house creative function; she now manages a team of 90 but still believes external perspectives are crucial.
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Mars on why its top marketers are becoming ‘chief demand officers’
Sarah VizardThe FMCG giant is pulling together its marketing and sales teams as it looks to improve marketing effectiveness and ensure it is driving both brand and category growth.
Mastercard on the ‘existential crisis’ facing CMOs and how it can be fixed
Sarah VizardMastercard CMO Raja Rajamannar warns that too few marketers have both creative and financial experience, leading to them being replaced by chief revenue or growth officers.
Alibaba’s CMO on why marketers cannot ‘lag behind reality’
Charlotte RogersAlibaba CMO Chris Tung on the rise of live video, the importance of lifestyle content and why Western brands should underestimate Chinese consumers at their peril.
Why Cadbury is taking ‘a glass and a half’ into new global markets
Charlotte RogersAs Cadbury looks to accelerate growth in South East Asia and the Middle East, global brand director Ben Wicks shares its plan for establishing a loyal following overseas and why innovation must be led by marketing.
How GSK’s digital transformation enabled it to ditch ‘safe’ advertising
Sarah VizardGSK has introduced a marketing capability programme – MIQ – as it looks to upskill staff around its new model for brand building and marketing in a digital world.
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Dana Anderson on life after Mondelēz and why ‘rule-bound’ FMCG is changing
Charlotte RogersMediaLink chief transformation officer and former Mondelēz CMO, Dana Anderson, discusses the need to prioritise diversity of thought and the future of marketing.
One luxury brand on why retailers must do ‘less, but better’
Charlotte RogersChief brand officer at fashion brand Rebecca Minkoff, Ana Andjelic, explains how luxury retail has transformed itself from conspicuous consumption to helping customers become their ‘better selves’.
Deliveroo on its ambition to become the ‘definitive food company’
Charlotte RogersDeliveroo is ramping up the pressure on its food delivery rivals as it aims to reach six million UK customers by the end of the year and drive global fame by riding the wave of its latest campaign.
Domino’s: It’s not as simple as ‘we’re digital so let’s spend all our money on digital’
Charlotte RogersDespite the fact digital makes up 80% of its sales, high-profile TV sponsorships remain at the heart of Domino’s marketing strategy as the pizza delivery giant looks to position itself as the ‘Official Food of Everything’.
Instagram on why brands shouldn’t see shoppable posts as a threat
Charlotte RogersWith Stories representing a top priority for Instagram, the social media giant is on mission to educate brands about the importance of creating vertical video.
Stop mistaking purpose for differentiation
Russell ParsonsIf this year’s Cannes Lions festival is anything to go by then brand purpose is still high on the agenda. Marketers, however, would be better off focusing on something less utopian – differentiation.
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How L’Oréal drives marketing effectiveness and media neutrality
Sarah VizardL’Oréal has developed a tool, dubbed cockpit, that measures the ROI and productivity of its media investments in real time so it can see what is working and make decisions based on performance, not internal goals or preconceptions.
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KFC’s UK marketing boss on that ‘FCK’ ad and finding its brand voice
Sarah VizardKFC’s UK CMO believes its response to the chicken crisis is a testament to the strength of its relationship with agency Mother and shows a brand that is confident in its identity and place in a modernising fast food market.
Nike on how setting an ‘audacious goal’ helped the brand work differently
Charlotte RogersUnprecedented access to the athletes’ journeys as they attempted to run the first sub-two hour marathon was at the heart of #Breaking2’s global appeal, says Nike brand communications director Mark McCambridge.
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Johnson & Johnson sacrifices ‘sacred cows’ as it preps rebrand
Charlotte RogersJohnson & Johnson is rebranding its entire baby care portfolio, prioritising transparency over science as it looks to get closer to parents.
Why direct-to-consumer beauty brand Glossier is ripping up the marketing playbook
Charlotte RogersSince launching online in 2014, Glossier has attracted a legion of hardcore fans with its straight-talking approach to beauty that shuns “stale retail” in favour of complete customer centricity.
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Diesel CMO: Marketers are at risk of being driven by data
Russell ParsonsCannes Lions 2018: Data can help drive the creative process but many in marketing are overestimating its contribution, according to Diesel’s chief marketing officer Dario Gargiulo.
Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions
Charlotte RogersCannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.
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P&G: If you aren’t doing multicultural marketing, you aren’t doing marketing
Sarah VizardCannes Lions 2018: Marc Pritchard believes the days of marketing to a general audience are over, and with people wanting to see themselves in ads brands will have to start representing their whole audience.
HP’s Antonio Lucio on why brands must innovate on their own terms post-Cambridge Analytica
Charlotte RogersCannes Lions 2018: HP’s marketing boss says the Cambridge Analytica scandal has “definitely changed” the relationship it has with the big digital platforms.