At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From revealing marketers’ lack of influence over three of the 4Ps to the impact CMO turnover has on brand equity, it’s been a busy week. Here is my take.
In the latest instalment of our Influencers Explored series, brands and creators discuss why influencers are central to evolving the B2B marketing mix.
There is good knowledge among marketers around effectiveness theory, says Dr Grace Kite, but many are finding themselves stuck in conversations where businesses argue the rules don’t apply to them.
Lipton’s top marketer on making the category more relevant to more people and finding its own ‘Magnum crack’ moment.
The co-founders are calling for independence from a new ice cream division spun out of Unilever to enable Ben & Jerry’s to “honour its mission”.
Ecommerce sites often stick to boring templates, but there’s clear evidence for the commercial benefits of making them stand out from the crowd.
Despite falling sales, the UK remains one of the leaders of innovation in consumer packaged goods across Europe.
Boots’ new behaviour change campaign is aimed at getting consumers to see the retailer as the first port of call for their healthcare needs.
