Kathy Parker is senior vice-president of marketing innovation at Diageo. She writes about innovation culture for Marketing Week - how should marketers innovate in products, capability or marketing channels? She has recently joined as a Marketing Week columnist, taking over from her colleague Syl Saller (now chief marketing officer at Diageo).
The launch of its first brand campaign proves Lidl wants to be seen as a supermarket, not just a discounter.
Real-time insight is an important step in becoming more relevant to consumers.
Brands should prepare for an explosion of ‘quantified self’ data.
Customers are now more demanding and marketers need to work harder to gain and retain their custom.
To succeed, Coke Life needs to be both low calorie and natural. It’s neither.
Fundraising stunt should serve as a template for future campaigns.