Reckitt on Gen AI, ‘full funnel’ and why ROI is about to get easier
Charlotte RogersA firm believer in the strength of “full funnel ideas”, Reckitt’s Becky Verano is on a mission to “take the hood off” creativity and explore virtual production.
How Reckitt’s marketing academy is ‘raising the floor and the ceiling’
Charlotte RogersDiligence and resilience is needed when establishing an internal marketing academy, combined with an ability to “join the dots”, says Reckitt’s Becky Verano.
‘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.
‘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.
Molson Coors finance chief pledges ‘no pull back on marketing’ despite volume decline
Niamh CarrollChief financial officer for Molson Coors, which owns brands including Madri, Carling and Coors Light, likened marketing spend to “fuel to drive momentum” for the business.
Bodyform on ‘amplifying’ its mission to expose the reality of periods
Ellen HammettBodyform’s marketing boss explains how the brand leveraged data to inform its latest campaign, which brings together the whole product portfolio for the first time.
Kraft Heinz looks to ‘unlock’ marketing efficiencies after sales slip
Ellen HammettThe company ramped up investment in marketing amid ongoing cautious consumer spending during the second quarter, which saw sales decline 3.6%.
Coca-Cola promotes internally for new UK marketing director
Grace GollaschElodie Peribere will lead UK marketing operations, replacing Louise Maugest who has joined the Coca-Cola Trademark European team as senior director.
‘We’re not interested in wasting your money’: P&G reassures investors on marketing effectiveness
Niamh CarrollAs P&G makes a “meaningful” increase to marketing spend, its leadership seeks to reassure investors it is both efficient and effective in driving growth for the business.
Diageo ‘realigns’ marketing team as it focuses on driving efficiency of marketing spend
Niamh CarrollAfter successive years of upweighting its marketing spend, Diageo kept its investment “flat” over the past year, as it struggled to drive volumes amid weaker consumer demand.
Heineken to ‘significantly’ increase marketing spend as it seeks to maintain ‘balanced growth’
Niamh CarrollHeineken is aiming to generate growth “balanced” between volume increases and pricing going forward, and is “significantly and materially” increasing its marketing spend to do so.
‘Less self-indulgent’: Oatly’s CEO says advertising will refocus on ‘substance’
Niamh CarrollOatly CEO’s told investors it would refocus on its “reason for being” and be “slightly less self-indulgent” in how it uses its brand voice.
‘Growth is back’: Nestlé bets on ‘iconic brands’ to drive second half success
Matthew ValentineDetermined not to “buy growth”, Nestlé believes compelling product and brand propositions, alongside managing price, will help the business thrive.
Unilever boosts brand and marketing spend by €700m in first half
Matthew ValentineFocusing on its 30 Power Brands enabled the FMCG giant to free up nearly €700m in extra brand and marketing investment to feed a “strong” innovation pipeline.