trends
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Why brand building must be a digital discipline
Marc Pritchard from P&G on how the world’s biggest advertiser is facing the ‘most profound time of change’ in its marketing.
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Women want cosmetic brands to work harder
It’s time to kiss and make up: women want beauty brands to do more than one thing and simplify the process of looking good.
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Breaking into Brazil
Brands wishing to conquer the Brazilian market need to connect with its 192 million population via the mobile internet - plus sprinkle a strong local flavour into their marketing communications.
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Brands who entrust their precious business to others
The brand is your baby - what happens when you hand control of your most precious asset to outsiders?
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Brand marketing plugs the public service gap
The brands that are stepping up to provide public service in the face of government cuts.
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Big data: Embracing the elephant in the room
The sheer mass of information available about consumers on the web is enough to scare marketers into ignoring it. But for those brave enough to confront and harness big data, there are large rewards.
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Diverged traffic signals split in role of the web
New research into web traffic shows marketers split over whether to send consumers to the brand website or Facebook page. Michael Barnett looks at which channel gets the best results and how f-commerce could force a change of direction.
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Interest rate in male beauty brands rises
Brands that invest in grooming products exclusively for the men’s market stand to increase spending levels in this under-developed but fast-growing sector, according to research seen by Marketing Week.
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Roll up for brand bundling Video
How big businesses are using collective marketing campaigns to beat budget cuts
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True pioneers talk the customer's language
Just what must a brand do to be considered truly innovative? A report seen exclusively by Marketing Week provides six pointers.
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Culture club courting mass-market brands
Brands without a previous association with the arts have an opportunity to extend their sponsorship activity as Britain’s cultural community seeks a solution to lower levels of funding.
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Looking good is a premium worth paying
What price beauty? Pretty high, according to a report seen exclusively by Marketing Week that reveals a disconnection between so-called austerity Britain and our grooming habits.
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Pre-flight experience hits heights of luxury
Holidaymakers may be spending more on big-ticket items at airports, but research seen exclusively by Marketing Week reveals that brands need to do more to target business travellers. By Maeve Hosea
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One man’s vision
The opportunity to emulate his success at building respected consumer brands during nearly 20 years at Virgin was the spark that lit Ashley Stockwell’s enthusiasm for One, rather than its philanthropic commercial philosophy.
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Brands feeling the pinch need to tailor offers
As consumers work harder at saving money, brands that understand their customers’ needs will come out on top, according to research seen exclusively by Marketing Week.
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Above and beyond the call of duty
Be it part of a brand’s DNA or a one-off act of kindness, exceeding customer expectations can certainly build brand equity. However, the motivation for developing such a marketing strategy must come from the heart.
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New Reckitt Benckiser chief has customer insight “in his blood”
Reckitt Benckiser CEO Bart Becht is retiring after a decade and handing over the reigns to fellow RB lifer Rakesh Kapoor. The company looks set to continue its marketing and brand driven approach.
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A clean break with tradition on home front
When it comes to household chores, the lines of division between men and women are now more blurred, giving FMCG brands a real opportunity to target a younger male audience.
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Love it or hate it, Marmite is the most read story of 2010
Refresh your memory of some of the stories of the year with a glance at Marketing Week’s Top 10 of 2010. From Marmite to Taco Bell, Charmin to Gillette these are the brand stories that had readers delighted and astonished.
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Troy Warfield: Kimberly-Clark's vice-president of family care for Europe
Brand promises behind innovation: The key men behind Kimberly-Clark’s brand strategy, including vice-president of family care for Europe Troy Warfield, tell Marketing Week how the FMCG giant is meeting some very modern challenges.
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Marketer 2 marketer
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Case study: U by Kotex
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Marketer-to-marketer: what other marketers have to say to Camillo Pane
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Q&A with Camillo Pane
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P&G aiming for gold with Olympic partnership
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Get with the Weed regime
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Brands and retailers take a collaborative approach
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Taking on the world
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Voicing your ethical stance
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Philanthropists in corporate suits
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Q&A with Kimberly-Clark executives Troy Warfield and Andrew Bienkowski
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Game-changers: product innovation that lifts the business
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Profile: Camillo Pane, general manager, Reckitt Benckiser
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Manufacturing brands take a direct approach
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Durex acquisition will grow RB’s emotional connection
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Five strategies for a successful global brand
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Brand awareness comes as part of growing up
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One-off events reach out to an online audience
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Shift in values turns spotlight on pretenders
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Putting a new face on your brand