Lego hails record profits as partnership strategy expands
Amrit VirdiClaiming to have “significantly outpaced” the wider toy industry, Lego is ramping up its partnerships with the likes of Fortnite and Nike in a bid to reach more consumers.
‘Talent will never be recruited by a machine’: L’Oréal on its approach to AI in recruitment
Molly InnesAI can help recruiters tackle high applicant volumes, but it can’t take on a large role, says Michael Kienle, global vice-president of talent acquisition at L’Oréal.
How Barbie plans to approach the next ‘big thing’ for the brand
Grace GollaschMattel’s senior vice-president of Barbie and global head of dolls says she knows the “power” of the Barbie brand, something the business will be leaning on as it celebrates its 65th anniversary.
‘We taser them’: Liquid Death on turning hate comments into content
Grace GollaschEmbracing its “entertainment-first marketing” strategy, the brand takes an unconventional approach to hate comments – turning them into content.
‘Sharpening up’: One brand on embracing the ‘risk’ of a rebrand
Ellen HammettEstablished 264 yeas ago, UK homeware company Salter was long overdue a marketing strategy, explains brand director Tracy Carroll.
Nike ramps up innovation to combat sales slip in ‘transition year’
Grace GollaschAiming to accelerate the pace of “newness and innovation”, Nike says it is repositioning to become more competitive.
E45 launches award winning campaign highlighting skin changes for trans people
Grace GollaschThis year’s entrants were challenged to focus on a misrepresented part of the LGBTQIA+ community, with the winning campaign intended to “alleviate hostility” faced by the trans community.
Bloom & Wild focuses on customer retention over acquisition as it chases profitability
Niamh CarrollThe direct-to-consumer flower business is reducing its marketing spend as it shifts its focus from growth to profitability, following £100m in operating losses last year.
Nike CFO: Innovation is crucial to driving pricing power
Niamh CarrollBringing “newness” to the category through innovation and creating a distinctive brand facilitates pricing power with consumers, Nike CFO Matt Friend said.
How Mars overtook its rivals with a festive chocolate push
Marketing Week ReportersThe confectioner’s play to win the chocolate war by axing Bounty helped Celebrations pull ahead of its key competitors over the Christmas season.
The humour and empathy behind Pampers’ cinema ad effectiveness
Chris SutcliffeThe nappy brand’s ‘Poonami’ campaign is November’s most effective cinema ad, according to Kantar’s The Works study.
Dr Martens credits brand strength for price hikes having ‘limited impact’ on sales
Chris SutcliffeDespite increasing prices, the footwear brand says it has “not seen any impact” on sales in the UK and EMEA, but the US continues to drag down its overall performance.
Mattel’s ‘robust marketing’ pays off with Barbie sales uplift
Molly InnesBarbie sales grew 16% in the last quarter off the back of Barbie-mania this summer, with its CEO crediting its ‘innovative’ marketing arm.
Nearly half of podcast listeners choose to skip ads
Chris SutcliffeResearch from YouGov suggests more than two in five podcast listeners are avoiding advertising entirely, while just 14% say they find them unintrusive.
Barbie owner Mattel doubles down on strategy to expand brands as sales slump
Niamh CarrollMattel is seeking to tap into the potential of the value of the IP it owns on brands including Barbie, Polly Pocket, Barney and Hot Wheels following the success of the Barbie movie, which opened last week.