Barclays appoints VMO2’s Simon Groves as global brand boss
Niamh CarrollSimon Groves joins Barclays after almost 25 years working at O2, and will report into former O2 colleague Nina Bibby at the bank.
Niamh Carroll
One CMO on coming ‘home’ to marketing after years in general management
Niamh CarrollCMO of Warner Hotels, David Murdin, worked at big brands including British Airways and Sky before moving into general management at Costa and Debenhams. And while the experience was crucial in making him a more rounded leader his passion for brands has ultimately seen him return to marketing.
Pernod Ricard to step up brand activations in each market despite declining sales
Niamh CarrollPernod Ricard, which owns brands including Malibu and Absolut, is using its digital and tech capabilities to activate 15 to 20 brands in each market, compared to six to eight previously.
How Guinness 0.0 became the UK’s number one non-alcoholic beer
Niamh CarrollGuinness 0.0 is now the best-selling non-alcoholic beer in the UK off-trade. It has benefited from Diageo putting it on an “equal footing” to Guinness draught, says marketing director Anna MacDonald.
Striking a balance: Marketers on navigating the price promotion ‘tightrope’
Niamh CarrollPrice promotions can be dangerous if overused, but done right they are an important part of any brand’s growth toolkit.
HelloFresh on its shift away from discounting to drive sustainable growth
Niamh CarrollDiscounting has been a big focus for communications in the recipe box category, but now HelloFresh is breaking away from the norm, and instead looking to establish more long-term relationships with customers.
Retailers are deploying ‘murky’ loyalty pricing practices, says consumer watchdog
Niamh CarrollWhich? says it has found some evidence of loyalty pricing examples that “looked like an outright rip off”, as it investigated how retailers are using the mechanism.
‘Crystal clear on growth’: Waitrose on becoming ‘more confident’ in its brand personality
Niamh CarrollWaitrose is utilising a more “confident” communications strategy to bring new shoppers into the brand, says customer director Nathan Ansell.
‘Global brand, local heartbeat’: Guinness on why its Premier League tie-up will deliver ‘tangible growth’
Niamh CarrollClaiming to have “crushed” traditional thinking around creating content, Guinness wants to nurture a long-term relationship with new partner the Premier League.
Guinness launches biggest-ever global campaign as it debuts Premier League sponsorship
Niamh CarrollGuinness has created its biggest-ever global campaign to coincide with the debut of its Premier League sponsorship as it seeks to “reach across the globe” to speak to consumers at scale.
‘Like nobody else’: Why product is the key differentiator for one brand in a crowded category
Niamh CarrollBritvic owned plant-based drinks brand Plenish operates in crowded markets, such as juice shots and milk alternatives. It is banking on its differentiated product to stand out.
Mars to acquire Pringles maker Kellanova for $36bn
Niamh CarrollThe acquisition of snacking company Kellanova is the biggest buyout in consumer packaged goods history, surpassing Mars’s 2008 Wrigley deal.
‘Repeat the same message over and over’: Puma on the power of consistency to drive results
Niamh CarrollPuma’s global marketing boss Richard Teyssier has implemented a philosophy of “fewer, bigger, better” at the brand with the belief it will deliver greater impact.
‘More beauty than bin liners’: Andrex on redesigning to reframe as a skincare brand
Niamh CarrollToilet roll category leader Andrex has unveiled its biggest redesign in more than a decade. The visual identity is designed to position the brand as being a skincare or personal care brand, thus driving value for the category.
Burger King: We won’t ‘overreact’ to softer sales
Niamh CarrollRestaurant Brands International is resisting the temptation to “overreact” in an increasingly promotional environment, despite Burger King’s sales slip.
‘This lawsuit seems misguided’: Has Musk made a mistake suing over alleged ‘boycott’?
Niamh CarrollX’s decision to sue the WFA for allegedly leading a “boycott” of the platform looks likely to deepen the gulf between the billionaire and brands.