At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From the nation’s favourite ad of 2022 to the importance of ‘place’ in a marketer’s remit, it’s been a busy week. Here is my take.
A “comprehensive” advertising campaign is to follow later in the spring, as owner Britvic invests behind the brand to prevent loss of market share to private label competitors this year.
The video game developer needed to go beyond a simple stunt to engage League of Legends fans with the launch of its new animated Netflix series.
As new channels emerge the opportunities for brands multiplies, but with control over place diminishing, what can marketers do to reclaim influence over this often forgotten P?
The former Marketing Week contributor started his career as an FMCG marketer, before making his mark on the industry as co-founder of one of the “foremost” specialist consultancies for sales promotions.
CEO Michel Doukeris said the alcoholic drinks giant had stepped up the effectiveness of its creativity through its digital transformation and its in-house creative agency DraftLine.
ITV’s 2022 results show advertisers continuing to shift spend from linear to digital TV advertising, as they approach the first half of 2023 with “caution”.
Appreciation of the design process should permeate an entire organisation, not just its in-house creative team.
KFC’s UK general manager Meghan Farren says she is thankful to have “fresh eyes” on the business, having left her CMO position in 2021 to join Asda as chief customer officer, only to return a year later in her current role.
In 2022, Reckitt’s brand investment increased by 5.7% while like-for-like revenue grew 7.6%. As a percentage of revenue, spend decreased from 12.6% to 11.8%.
The online comparison site is splitting its marketing function in two, with Tom Wallis to take on leadership of both customer and performance marketing. CMO Mark Vile remains in place to lead on brand.
With a new challenge to grow a specialist business area, the communications giant turned to account-based marketing to power growth through global system integrators.
The desire to broaden his skill set beyond communications and take ownership over customer experience and innovation in the long term has led former marketing boss Chris Carter out of the marketing department entirely.
Brands are now expected to deal with personal data on the individual’s terms, which means they need to adapt their digital marketing approach, but this also creates an opportunity to reappraise the role digital can play.
As a travel company, TUI “sells dreams” and so needs to look beyond channels where return on investment can be granularly measured, says UK and Ireland CMO Katie McAlister.