Marketoonist on Super Bowl advertising
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
Primark credits the right ‘pricing versus volume’ balance for sales uplift
Chris SutcliffePrimark owner Associated British Foods says the business spends “every day… worrying about whether we got the right price points”.
Sprite scraps labels from bottles in new trial
Niamh CarrollThe trial, designed to make recycling simpler, “could contribute to longer-term changes to the way brands communicate with their consumers”, says Coca-Cola Europe marketing vice-president, Javier Meza.
Diageo: We will not pursue ‘short-term’ market share growth at expense of brand equity
Niamh CarrollDiageo lost market share in 70% of its portfolio in the six months to the end of December. However, the business will not resort to leaning on price promotions to drive “short-term” share growth at the expense of brand equity, its CEO said.
Best-in-class brand building: The B2B edition
Michaela JeffersonIn the first of a new series looking at brand-building best practice in B2B, we speak to CMOs at companies including KPMG, QuickBooks and RS Group about brand diagnosis and positioning.
‘Marketing won’t change’: Top marketers on the evolving CMO role
Molly InnesCMOs from Channel 4, Chelsea Football Club and Octopus Energy discuss the trends impacting marketing’s top job, from reputational control to growth and tenure.
Restructures and standing out: 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 rise of Liquid Death in a cluttered category to the level of marketing team restructures, it’s been a busy week. Here is my take.
P&G CEO: We will prioritise innovation and brand building before promotion ‘any day’
Niamh CarrollP&G is aiming to build its brands and the categories in which they operate through meaningful innovation, CEO Jon Moeller says.
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