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Kraft poaches PepsiCo’s digital chief Bough
Kraft poach PepsiCo’s digital exec Bonin Bough for senior consumer engagement role.
Greggs eyes loyalty scheme
Greggs is mulling the launch of its first loyalty scheme as it looks to build on recent sales success.
In-depth
Mainstream brands make a play for the super rich list
Recession? What recession? A new set of brands is muscling in on territory that until recently was occupied exclusively by luxury goods and services providers by targeting the wealthy but time poor community.
Q&A: Krispy Kreme UK's chief marketing officer
Judith Denby, Krispy Kreme UK’s chief marketing officer, has an uphill struggle keeping a ‘treat’ brand in the mind of consumers who may visit just twice a year. But, she tells Lucy Handley, that’s what ‘friends’ are for.
Trends
Six codes that reveal a brand's real personality
Research seen exclusively by Marketing Week identifies six styles of language that marketers use to communicate their company’s personality. Is your brand cool, caring or sociable? asks Lucy Handley.
Winning the battle for the big spenders
New research seen by Marketing Week shows that the top 20% of spenders on consumer products generate the majority of sales. Michael Barnett says that for a brand to succeed it must raise its stake in this lucrative group.
Opinion
Special Reports
Human face of brands receives an e-makeover
Field marketing may be an unrivalled way to get products into the hands of consumers, but our expert panel tells Lou Cooper that it must be an integral part of the marketing mix.Ross Webster: Managing director of sales, European markets, The Weather ChannelDermot Ryan: Joint director, electronic, ’cigarette’ brand E-LitesSarah Hurle: Customer marketing manager, UnileverAimee ...
