Marketoonist on innovation risk
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
Innovation, creativity and packing a punch: What makes marketing effective
Marketing Week ReportersWhat is key to creating effective marketing? With entries now open for the Marketing Week Masters Awards, we speak to five of our judges to gain some insight into what goes into an award-winning campaign.
Renovate or innovate? How Carlsberg is revitalising its ‘sleeping giants’
Molly FlemingOff the back of the success of its rebrand of Carlsberg Export, Carlsberg is looking to spark sales growth in other brands including Tetley, San Miguel and namesake beer brand Carlsberg either through innovation or renovation.
Soft drinks brands take up the sugar tax gauntlet with focus on innovation and premiumisation
Molly FlemingWith the sugar tax on soft drinks coming into force on 6 April, the industry’s big players are looking to innovation and premiumisation to kickstart growth in a ‘complacent’ market.
‘Combining left and right brain is fascinating’: One marketer on serving customer and company
Josh StephensonFormer P&G, Heineken, Converse and now Philips marketer Claudia Calori believes using the creative and analytical parts of marketing is key to success, regardless of category or sector.
It’s time The Body Shop became exciting as well as ethical
Helen EdwardsThe Body Shop pioneered ethical beauty, but that positioning is no longer unique and its owners need to inject life into the brand to arrest its decline.
Halfords introduces dynamic pricing in garages
Niamh CarrollMotor retailer Halfords has introduced dynamic pricing in its services business to drive profitability by directing demand to its under-utilised autocentres.
Competition watchdog to open investigation into supermarket loyalty schemes
Chris SutcliffeThe Competition and Markets Authority will probe the extent price promotions are only available to people who sign up for loyalty cards.
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