As it launches a new TV campaign to kick off the new year, the winner of Marketing Week’s 2021 campaign of the year outlines its plans for 2022.
After a “very successful” year in 2021, Weetabix’s head of marketing is promising another “big year” for the brand, packed with new product developments, promotional partnerships and substantial marketing investment.
The cereal brand defeated Boots in the final to take home the coveted prize.
A reorganisation of the marketing team has seen Weetabix promote in-house talent and recruit from outside for key roles, with the focus firmly on building a team of commercially savvy brand marketers.
Head of brand Gareth Turner explains how adopting a more innovative approach to marketing is helping Weetabix to grow over the long term.
Former 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.
The 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.
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.
