The drink and snack firm says it is focused on becoming a “better data company” as it looks to improve the way it measures the ROI of marketing. PepsiCo’s boss has underlined the importance of having strong brands as prices continue to rise, as he committed to...
Unilever has highlighted the superior growth of purpose-driven brands Ben & Jerry’s, Hellmann’s and Dove in its latest financial update, following accusations the business had “lost the plot” with its focus on brand purpose and sustainability. Speaking to...
Source: Shutterstock Mars Petcare has observed powerful results from the “collaborative” relationship between the brand and performance marketers working on its new direct-to-consumer (DTC) propositions, a top marketer in the company reveals. Over the past 18 months,...
Having taken the decision to put purpose at the heart of its brands in 2018, Unilever is now facing a backlash from fund manager Terry Smith, who claims the business is “obsessed” with showcasing its sustainability credentials. Source: Shutterstock Fund manager Terry...
I love seeing the balloon of human hubris popped by the pin prick of experience in the real world, alongside the passage of time. There were some cracking examples in the 20th century. In 1992, the political economist and writer, Francis Fukuyama published The End of...
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