From embracing the creator economy to making the Draft a cultural moment, the NFL is six years into a strategy aimed at showing the “human, compassionate and youthful face” of America’s national game.
The pharma company’s brand boss Kate Cronin underlines the importance of understanding consumers and not being biased when developing research.
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”.
Growth marketing mixes brand building and commerce, says Unilever marketing boss Esi Eggleston Bracey, who believes purpose should never be “one size fits all”.
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.
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.
The FMCG giant’s chief brand officer warned against embracing technology at the expense of human creativity – and encouraged marketers to find the creativity in the everyday.
Lenovo’s marketing VP Emily Ketchen highlights three ways marketers can better communicate with finance.
Some 90% of Coke’s experiments with AI are focused on driving topline growth and effectiveness, says global CMO Manolo Arroyo.
Thanks to the education done by McDonald’s global CMO Morgan Flatley, marketing is no longer seen as a “nebulous” part of the organisation, but a key driver of growth, according to McDonald’s CFO Ian Borden.