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.
Coca-Cola CEO: Innovation is serving as a ‘competitive advantage’
Niamh CarrollInnovation contributed 30% of gross profit growth in 2023 CEO James Quincey told investors, claiming a focus on “taste superiority” was ensuring its success.
‘You’ve got to self-disrupt’: Diageo on launching an innovation team that doesn’t create new products
Niamh CarrollDiageo launched its breakthrough innovation team last month, which will focus on creating innovation beyond “liquid in a bottle”, something that director Guy Middleton says is crucial for its growth.
Make this the year you innovate
Helen EdwardsCompeting priorities will hold you back in this time of budget pressure and economic stagnation, so focus only on creating an offer that meets customer needs.
One CMO on why marketing must be at the heart of product development
Josh StephensonThe cyber security business, which owns brands including Norton and Avast, had marketing involved from the start in its latest product launch, an example of its customer-centricity, says marketing lead Krista Todd.
Marketoonist on navigating innovation
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
‘Marketing DNA is in everybody’: The consumer focus behind SharkNinja’s rapid rise
Josh StephensonThe home appliances brand has undergone a period of rapid growth and is sticking to its beliefs of customer centricity and product innovation to keep it going.
It’s time The Body Shop became exciting as well as ethical
Helen EdwardsThe Body Shop pioneered ethical beauty, but that positioning is no longer unique and its owners need to inject life into the brand to arrest its decline.
Launching Gen Z cult brands to new markets – how to get it right
Tom StoneWhen launching established, cult brands in new markets, the importance of cultural insights and behavioural nuances – especially on social – has never been more important.
Coca-Cola CEO: Knowing ‘what not to prioritise’ is just as important for growth
Niamh CarrollEnhanced data capabilities have enabled Coca-Cola to understand better where and how its growth is generated, CEO James Quincey says.
‘We solve problems together’: Candy Crush on why collaboration between marketing and product has been key to its success
Josh StephensonCandy Crush Saga’s vice-president of marketing on why working closely with the product team has been key to the mobile game’s longevity – and its innovations.
Marketoonist on generative AI adoption
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The value of differentiation will only increase as more brands follow the AI herd
Mark RitsonThere are far more pressing issues marketers should be turning their attention to before getting distracted by AI.
Marketoonist on crossing ‘the chasm’
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
AI’s double-edged sword: Will it help or hinder marketing creativity?
Marketing Week PartnerArtificial intelligence was the hot topic of Cannes. At two roundtable events hosted by global production house Tag, marketers debated the importance of experimentation and retaining creativity’s human touch as AI’s reach extends beyond simple automation.