Why one scaleup business is investing in brand and its people to power growth
Marketing leaders should avoid taking a cookie cutter approach to hiring when eyeing up growth, says Tor Hunt-Taylor, marketing director at The Collective.
By Molly Innes
Scaling a challenger brand in today’s market is no mean feat as marketers grapple to prove the importance of brand marketing investment to their finance directors who are usually focused on immediate growth.
Likewise, investing in skills and capability is also often under pressure in businesses trying to get the most out of their stretched marketing teams.
It’s notable, then, that in 2023, premium yoghurt brand The Collective, best known for its child ‘suckies’ – otherwise called yoghurt pouches – invested £2m in its first brand awareness campaign.
More impressive still, it’s a figure that rose by 50% last year, and continues to do so.
The masterbrand launch has been an “iterative process”, says Tor Hunt-Taylor, the brand’s marketing boss who was hired in 2021 after four years with eco-friendly cleaning product brand Method. She says the brand has been spending “consistently” for the last year, which she attributes to its now year-long partnership with agency Joint, which she describes as hugely collaborative.
