CPG innovation down 20% across Europe, study finds
Emily ManockDespite falling sales, the UK remains one of the leaders of innovation in consumer packaged goods across Europe.
Unilever CEO: We are attacking mediocrity in the business
Josh StephensonFernando Fernandez has promised to “attack” mediocrity within the business, as the standard of Unilever’s top 200 leaders is assessed – with 25% expected to be replaced.
Kraft Heinz split: Marketing is our number one priority
Charlotte RogersAs the FMCG giant splits a decade after its $23bn mega-merger, the business is planning to add marketing headcount to deliver a “better top line”.
Sanex ad banned due to racial stereotyping
Niamh CarrollThe ASA ruled an ad for the shower gel brand was “likely to reinforce the negative and offensive racial stereotype that black skin was problematic”.
Somersby adopts social-first approach with ‘adult bullshit’ activity
Amrit VirdiThe cider brand is turning to Instagram to reach Gen Z and drive its new brand positioning, which favours brand personality over product pushing.
Unilever CEO: We will not accept ‘uncompetitive’ brand investment to drive profit
Niamh CarrollGrowth in marketing spend is an “implicit recognition” Unilever’s investment three years ago was “absolutely uncompetitive”, says CEO Fernando Fernandez.
P&G appoints former marketer Shailesh Jejurikar to CEO role
Josh StephensonThe former brand manager will take over from outgoing CEO Jon Moeller on 1 January and is expected to continue the brand’s innovation-led growth strategy.
Kimberly-Clark’s president on how he made the jump from marketing to general management
Josh StephensonThe path from marketer to general management is one that is still rarely taken – but Kimberly-Clark’s John Starkey believes marketers are well suited to the challenge.
Unilever’s personal care CMO on upskilling marketing for ‘social-first’ future
Molly InnesMoving from a focus on TV ads to an influencer-first strategy means Unilever is on a mission to upskill its marketing teams.
Unilever acquires Dr Squatch citing strength of ‘viral social-first’ marketing
Molly InnesFocused on being “irreverent and disruptive”, the American men’s personal care brand is the latest acquisition in Unilever’s push for premiumisation.
‘Not just transactional’: Dove on the value of treating influencers as ‘strategic partners’
Amrit VirdiHaving generated organic engagement of 1 billion for its first end-to-end influencer campaign, Dove is calling on creators to embody its ‘Real Beauty’ ethos.
Unilever’s CMO on using ‘creators’ voices’ to win over ‘sceptical’ consumers
Josh StephensonTop marketer Esi Eggleston Bracey reiterated the thoughts of her CEO Fernando Fernandez in promoting the use of “creators’ voices to express the brand”.
P&G’s Marc Pritchard: Invest in ‘timeless’ principles to achieve brand growth
Charlotte RogersYou can build trusted brands in a volatile world by knowing your customers, falling in love with the craft and investing in “brain science”, says the P&G boss.
‘Reach to relevance’: How nano influencers are helping brands drive ‘cult fandom’
Amrit VirdiShould brands looking to craft a successful influencer strategy forget follower size and harness the authenticity of smaller scale creators?
‘Treat not trend’: One skincare brand on cutting through in a crowded category
Niamh CarrollIn a crowded category often led by trends, Byoma is doubling down on its product-focused ‘north star’ to drive continued growth.