Why innovation is the cornerstone of Britvic’s excellence agenda
Charlotte RogersThe marketing team has developed a brand growth framework designed to identify “where to play and how to win”.
Coca-Cola: The future is ‘AI meets human ingenuity’
Charlotte RogersA mixture of artificial intelligence and human ingenuity represents a path to future growth, says Coke’s European CMO Javier Meza.
Premier Foods: Brand extensions proving ‘particularly successful’ at driving growth
Grace GollaschExpanding into new categories has been a source of growth for Premier Foods, while “sharper” promotional price points are supporting its return to volume growth.
Coca-Cola CEO: Renovation of existing products can be as impactful as innovation
Niamh CarrollCoca-Cola has innovated by creating long-lasting new products, renovating existing products, launching “novel” products, and designing new pack formats, all of which are “driving the business”, says CEO James Quincey.
Dr Martens brand boss: Marketing can ‘get in the way’ of product
Niamh CarrollChief brand officer Ije Nkoworie, who takes over as CEO next year, says marketing can get distracted by trends and risk preventing customers discovering product.
How ITV turbocharged marketing’s influence with streaming reboot
Marketing Week ReportersAccording to employees, the marketing department is being taken more seriously than prior to the launch of revamped streaming service ITVX.
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.
Lynx on mission to ‘redefine’ premium with Gen Z push
Matthew ValentineThe Unilever-owned brand wants to “create FOMO” with its fragrance launch, rolling out the latest phase of its long-term Gen Z focused strategy.
Google must adapt to a world where search engines are legacy technology
Mark RitsonGoogle owner Alphabet has so far failed to demonstrate its readiness for an AI-driven future, where its mission and established products could become redundant.
Domino’s CEO: Decision to ‘tactically hold back’ marketing spend in Q1 was ‘the right thing to do’
Lucy TesserasDomino’s says sales dipped in January but its CEO stands by the decision to “hold back” marketing spend, so it can put more investment behind a raft of upcoming launches, including a £4 lunch deal and its loyalty scheme.
The Time I Messed Up: Ex-Tesco marketing boss Alessandra Bellini
Niamh CarrollTesco’s recently departed chief customer officer, Alessandra Bellini, has been part of many innovation successes; however, it’s those that didn’t work from which she has learnt the most. She explores these lessons in the latest edition of our series exploring marketers’ mistakes.
P&G CEO: We will prioritise innovation and brand building before promotion ‘any day’
Niamh CarrollP&G is aiming to build its brands and the categories in which they operate through meaningful innovation, CEO Jon Moeller says.
Coca-Cola CEO: Innovation is serving as a ‘competitive advantage’
Niamh CarrollInnovation contributed 30% of gross profit growth in 2023 CEO James Quincey told investors, claiming a focus on “taste superiority” was ensuring its success.
‘You’ve got to self-disrupt’: Diageo on launching an innovation team that doesn’t create new products
Niamh CarrollDiageo launched its breakthrough innovation team last month, which will focus on creating innovation beyond “liquid in a bottle”, something that director Guy Middleton says is crucial for its growth.
Make this the year you innovate
Helen EdwardsCompeting priorities will hold you back in this time of budget pressure and economic stagnation, so focus only on creating an offer that meets customer needs.