‘Language of profit’: Marketers on the struggle to link brand equity and price power
Niamh CarrollAlmost nine in 10 marketers believe strong brands have pricing power, yet only 40% are able to draw a line between equity and driving a premium.
Niamh Carroll
Pernod Ricard CEO: We’re basing decisions on data, not perception
Niamh CarrollModeration among younger drinkers is often framed as an existential threat to spirits companies, but Pernod Ricard says it will look to data, not assumptions.
Abercrombie & Fitch CFO praises ‘battle-tested’ marketing playbook
Niamh CarrollThe finance chief insisted the fashion firm does not seek to drive customer traffic through price, instead relying on a “battle-tested playbook”.
Domino’s reprimanded for HFSS ad ‘likely to appeal to children’
Niamh CarrollThe paid-for ad appeared during a YouTube video about the Minecraft game, which was deemed to appeal to children.
Job hunting, increased social budgets, B2B buying journey: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
‘It’s not about being woke’: Mercedes-Benz’s CMO on inclusivity driving business growth
Niamh CarrollMercedes-Benz ensures people from diverse backgrounds can see themselves in its advertising, not because it’s “trendy”, but because it drives business growth, says its US CMO.
‘High empathy tasks’: Mars’ CMO on AI, commercial models and being future fit
Niamh CarrollFrom negotiating a changing media landscape to the impact of AI, Mars Food and Nutrition’s CMO is ensuring the brand can meet the challenges of the future.
Why marketing is key to delivering profitable growth
Niamh CarrollGrowth at all costs is not sustainable for any business, meaning marketing must learn to be an engine not just of growth – but profitable growth.
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”.
Guinness on taking its Premier League partnership ‘from association to meaning’
Niamh CarrollSince it kicked off its Premier League sponsorship, Guinness has become the number one beer for the football watching occasion in the on-trade, but its ambitions are much longer-term, as it looks to drive a deeper connection with the sport.
Where does market share fit in the long-term growth equation?
Niamh CarrollWhile marketing’s fixation on market share has been criticised as potentially “dangerous”, it remains a key commercial goal for many businesses.
‘Pairing ambition with real marketing rigour’: Gousto marketing VP on profitable growth
Niamh CarrollFollowing a period where profit was the priority, Gousto is now focusing on “sustainable growth” by chasing “share of stomach” rather than market share.
More with less, brand value, women’s football: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
Guinness boosts appeal among women and younger drinkers to fuel success
Niamh CarrollEvery one in nine pints in Britain is now a Guinness, with the brand having made significant headway among women and younger adults, audiences which are traditionally harder to reach for beer brands.
‘Rowing in the same direction’: Mars Food on uniting the organisation behind growth
Niamh CarrollHaving marketing and sales singing off the same hymn sheet is crucial to drive sustainable growth, says Mars Food and Nutrition CMO Matthew Graham.
McDonald’s: Excellence in marketing, menu and value needed to win
Niamh CarrollMcDonald’s must drive excellence across menu, marketing and value if it is to win in today’s “challenging” environment, says CEO Chris Kempczinski.