Three CMOs on how agencies can become better partners
Lucy TesserasTop marketers from PepsiCo, TikTok and Moderna share how they believe partnerships with agencies can be improved.
Top marketers from PepsiCo, TikTok and Moderna share how they believe partnerships with agencies can be improved.
The drinks giant has launched Pepsi Smart Can, a digital device developed by its marketing and design chiefs in tandem to create a new media platform that “grabs your attention”.
Pitched as an alternative to radical innovation, is brand renovation an efficient way of getting existing customers to fall for your products all over again?
The graphic design platform is focused on building its brand awareness across the world as it looks to develop its B2B business.
Grocery price inflation has now been falling for 16 consecutive months, finds Kantar data, but it was not enough to drive more than lacklustre growth in the grocery sector last month.
Almost two-thirds (65%) of LGBTQ+ consumers expect the brands they buy from to support the causes they care about, according to Nielsen research.
Growth marketing mixes brand building and commerce, says Unilever marketing boss Esi Eggleston Bracey, who believes purpose should never be “one size fits all”.
Over half (57.1%) of marketers say their business has become more focused on the quality of creative over the past year, with smaller firms leading the way.
The confectionary giant affirmed its long-term commitment to diversity, as new UN research reveals progressive brands can drive 52% stronger pricing power.
According to Mark Ritson, marketers have “overstated” the importance of creativity and in doing so taken their eyes firmly off the 4Ps.
No marketer wants to create work that doesn’t work, so building and fostering a culture of creative effectiveness is essential.
Being able to convey what your brand stands in a few words is crucial, says chief brand officer Noel Mack, hence its new platform ‘We Do Gym’.
The FMCG giant has shifted the focus of top marketer Doug Martin who has been chief brand and disruptive growth officer since 2021.
Agencies have a 50/50 responsibility to co-own the route to “greatness”, says global CMO Marcel Marcondes.
B2B marketers must take into account the needs of both ‘target’ and ‘hidden’ buyer groups and tap into their ‘true emotional states’ to drive growth, according to research from LinkedIn and Bain & Company.