Faster, stronger, better: How PepsiCo is reinventing insight
Lucy TesserasPepsiCo is taking a “systemic approach” to insight that positions it as a driving force within the business and enables it to continually learn and grow each year.
In-depth features, interviews and insights into marketing’s biggest issues.
PepsiCo is taking a “systemic approach” to insight that positions it as a driving force within the business and enables it to continually learn and grow each year.
Speed and agility are crucial to creating content for today’s digital platforms. Marketing Week and Creative Review, in partnership with Shutterstock, ask marketers and creatives how to ensure their approach is fit for purpose.
Story of my CV: From the BBC to Boots via DFS, Helen Normoyle has experience of many well-known British brands. But even with such impressive marketing pedigree, she is still embracing change and seeking new challenges which put her out of her comfort zone.
From the danger of being a dysfunctional client and why FMCG firms should stop resisting change to the power of brand equity, Joe Tripodi shares all after 40 years in marketing.
Marketers that don’t take consumers’ growing use of messaging platforms seriously will quickly be left behind, as distinctions fade between conversations with friends and those with brands.
YouTube has been the subject of many brand safety scandals over the last 24 months, with the recent tragedy in New Zealand prompting louder calls for urgent regulation of big tech players.
While Volvo’s marketing strategy director Mike Johnstone says there are benefits to spending his entire career in the automotive industry, he is keen to hire from outside the sector to encourage new ways of working.
We arm marketers with all the numbers they need to tackle the week ahead.
By using econometrics, Audi has found ads that cut-through are three times more efficient at driving orders, making creativity “really key” for the business, a learning it is taking to the rest of its communications.
Taking some time to think about the day’s work can help improve performance. And there are studies to prove it.
Many marketer look to move between sectors to help accelerate their career but AB InBev’s UK and Ireland marketing director Tatiana Stadukhina says there are challenges so it’s important to ensure the culture is a good fit.
Being made redundant can knock your confidence and make you doubt your abilities. But the advice from those who have experienced it is to start networking, reassess you career direction and come back stronger.
Clinique didn’t know the offline effect of its Facebook video ads until it undertook a landmark six-month study to demonstrate their impact on metrics including in-store sales and product consideration.
Marketing Week Explores: From the benefits of bringing new thinking to an unfamiliar sector to driving change as an interim marketer, Marketing Week explores the opportunities and challenges of taking a different path.
Marketing Week reviews the latest books for marketers.