Britvic increased its marketing budget by 30.9% in 2024. GB marketing director Munnawar Chishty shares how she made the case – and continues to make the case – for investment at the drinks business.
The Robinsons and Tango maker grew revenues by 9.5% in its most recent financial year, as the company ploughed £20.2m extra into marketing.
The marketing team has developed a brand growth framework designed to identify “where to play and how to win”.
Britvic-owned soft drinks brand Tango is three times bigger than it was in 2018 but it is still confident there is ‘huge opportunity’ to grow through innovation, strong retailer relationships and its revived ‘You’ve Been Tango’d’.
The retailer has sold its high street branches, but retains its WHSmith travel retail proposition, which now makes up 75% of its revenue.
David Hills will remain at Asda until later this year with the supermarket yet to announce his replacement.
Why are so many companies ditching the CMO? It’s happened before but this time around it feels like a seismic shift in how businesses view marketing leadership.
Sales, closely followed by the CEO, may be the most important relationships for marketers to nurture, but do they feel the same way?
