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Oct 29, 2024 | 
marketingweek.com | Hannah Rashbass |Grace Gollasch |Dan Bennett |Joe SMith
Adidas has committed to continue investing “heavily” in marketing following strong third quarter results, which put it on track to be, as its CEO Bjørn Gulden attested, a “good” company in 2024. In order to be a “global brand with a local mindset”, the sportswear giant has doubled down on its promise to invest in marketing, with expenses up 12% to €724m (£615m) year-over-year. As a percentage of sales, marketing and point-of-sale expenses rose 0.5 percentage points to 11.2%.
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Oct 29, 2024 | 
marketingweek.com | Niamh Carroll |Grace Gollasch |Dan Bennett |Joe SMith |Joe Smith
McDonald’s excellence in marketing execution has the ability to “get consumers spending more” in its restaurants and drive value perceptions, according to CFO Ian Borden. He was speaking to investors today (29 October) as the company reported its results for the third quarter ending 30 September 2024. McDonald’s global comparable sales decreased 1.5% versus the same period last year.
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Oct 29, 2024 | 
marketingweek.com | Grace Gollasch |Dan Bennett |Joe SMith |Joe Smith |Tom Fishburne
Retail media is on an upward trajectory. Excluding Amazon, UK investment in retail media is projected to surpass £1bn in the UK next year, according to new data from IAB UK. When Amazon is included, retail media spend is expected to exceed £7bn by 2028, as advertisers tap into the wealth of first-party data retailers can provide.
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Oct 29, 2024 | 
marketingweek.com | Dan Bennett |Joe SMith |Joe Smith |Tom Fishburne
In an industry that talks a lot about technology, this column explores how we can keep our marketing strategies more human. Throughout this four-part series – How to Think Like a Behavioural Scientist – we’ve explored everything from the importance of not listening directly to the customer, how we shouldn’t assume the barrier to behaviour change is motivation, and why certainty is the key to consumer confidence. Here are the next three ‘commandments’ to start thinking like a behavioural scientist.
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Sep 18, 2024 | 
marketingweek.com | Charlotte Rogers |Niamh Carroll |Molly Innes |Dan Bennett
2023 was a historic year for Heinz. The food giant celebrated its 150th anniversary and unveiled its first global brand platform, backed by the company’s largest media investment to date. Tapping into the “irrational love” consumers feel for mayonnaise, baked beans and ketchup, the ‘It has to be Heinz’ platform marked the first time Heinz had unified under a single global strategy.
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Sep 17, 2024 | 
marketingweek.com | Niamh Carroll |Molly Innes |Dan Bennett |Charlotte Rogers
In the first of a new series looking at how brands are addressing category challenges to grow, marketers discuss how to drive awareness, not only of a new brand but an entirely new category. Launching a new brand in any category is challenging. In highly penetrated sectors such as beer or tech, where there are lots of very well-known brands, standing out can be tough. But they are both familiar categories that most of the adult population have bought from at some point in their life.
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Sep 17, 2024 | 
marketingweek.com | Molly Innes |Dan Bennett |Charlotte Rogers
The Chartered Institute of Marketing (CIM) is on a mission to show students how rewarding a marketing career can be through its global competition, The Pitch. Now in its 14th year, undergraduate and postgraduate students worldwide studying marketing, or a business degree with a marketing module, are being asked to respond to a pitch from Dogs Trust to develop a marketing plan to grow participation of the Companion Club, the charity’s membership scheme.
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Sep 17, 2024 | 
marketingweek.com | Dan Bennett |Molly Innes |Grace Gollasch |Charlotte Rogers
Some of the best people to speak with are the ones who help you see the world differently. New lenses means new solutions. Psychologists rigorously study the human condition, and more than tell stories, I want to share with you how they think. Because a fresh viewpoint significantly increases our marketing problem-solving abilities. That’s where this series – How to Think Like a Behavioural Scientist – comes in.
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Sep 16, 2024 | 
marketingweek.com | Molly Innes |Dan Bennett |Charlotte Rogers
As brands and agencies grapple with the ethics and practical application of AI, most brands (80%) are concerned about how their creative and media agency partners are using generative AI, according to new research from the World Federation of Advertisers (WFA). However, despite widespread concerns, brands aren’t shying away from using AI. Indeed, almost two-thirds (63%) are already using generative AI in their marketing – this is up from 45% last year.
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Aug 16, 2024 | 
marketingweek.com | Lucy Tesseras |Grace Gollasch |Dan Bennett |Niamh Carroll
Bum noteThere are already many steps to my skincare routine and now Andrex is keen to add another entirely unexpected one. That’s right, rather than being seen as a commodity that sits alongside other household essentials like bin liners and bleach, the puppy-fronted loo roll brand wants people to start thinking about it as a skincare product. By doing so it hopes Andrex will become a conscious choice that will increase its sales and drive value in the category overall.
