CMO Julien Barraux is on a mission to find Unilever’s next billion-euro brand, as its ice cream brands enter a new era as their own business group.
While Unilever is often held up as a champion of brand purpose, the FMCG giant’s CMO of ice cream Julien Barraux argues that “product superiority” is the primary driver of brand growth.
Unilever plans to continue increasing marketing spend until the end of 2022, as the business fights to maintain market share in the current inflationary environment.
When Jope’s successor takes over as CEO in 2024, they will take on challenges ranging from brand purpose to sustainability, and digitalisation to the long-term impact of inflation.
With CEO Alan Jope set to leave, Unilever faces battles not only with investors aiming to deprioritise brand purpose, but with its own Ben & Jerry’s brand, which is suing it for abandoning purpose commitments.
Motor retailer Halfords has introduced dynamic pricing in its services business to drive profitability by directing demand to its under-utilised autocentres.
The Competition and Markets Authority will probe the extent price promotions are only available to people who sign up for loyalty cards.
The broadcaster’s CMO Penny Brough exclusively tells Marketing Week the inside story about why it felt the need to make the change to U, the research that underpinned it and what it hopes it will achieve.
Marketing Week is proud to name HSBC’s Ucheora Obi-Wheeler as one of our inaugural Future Marketing Leaders, sponsored by Digitas.
