Next ups international marketing spend as it reaches £1bn in profit
Amrit VirdiAs it looks to expand internationally, Next is increasing its focus on measuring marketing incrementally.
‘A blank sheet of paper’: Tesco’s marketing boss on the power of ‘restless’ leadership
Amrit VirdiA “belief in data” and desire to push boundaries is informing Tesco group customer director Becky Brock’s vision for the retail giant.
Co-op kicks off biggest value campaign with Aldi price match push
Amrit VirdiThe campaign supporting the scheme aims to address perceptions price is a “challenge” in convenience store settings.
How Amazon used emotion to engage cinema audiences
Grace GollaschAmazon’s ad ranks in the top 7% of all ads this month, according to the latest The Works study.
‘Writing the next chapter’: Tesco’s Becky Brock on her marketing vision for ‘Britain’s brand’
Amrit VirdiIn her first major interview since taking on the role, the Tesco marketing boss discusses dropping ‘Food Love Stories’, working “hand in glove” with retail media and being at one of the UK’s “bedrock brands”.
‘The customer is front and centre’: How insights got a seat at the table at Morrisons
Josh StephensonThe insights function at Morrisons has gone from “knocking on the door” to being a key partner, as the supermarket prioritises a customer-first mindset.
McDonald’s replaces Starbucks as the ‘most valuable’ restaurant brand
Niamh CarrollMcDonald’s is the world’s most valuable restaurant brand, according to Brand Finance, as previous incumbent Starbucks suffers from “growing misalignment” with customers.
‘Worthy of the daylight’: How kebab brand GDK is tackling ‘deep-seated’ notions about its category
Niamh CarrollGDK (formerly known as German Doner Kebab) is tackling notions that kebabs are only a night-time food head on.
‘Memorable and catchy’: Dreams swaps Gillian Anderson for talking mattresses to ‘stand out’
Amrit VirdiBrand characters, expertise, and an emphasis on physical retail are what Dreams CMO Jo Martin sees as essential to make the brand stand out.
How Colgate-Palmolive better aligned retail media with brand
Grace GollaschColgate-Palmolive has been taking a “full funnel mindset” approach to retail media by restructuring its marketing teams and allocating seperate budgets despite being on a “relatively new” journey.
‘Everyone wants a piece of the chicken category’: KFC on leveraging its distinctiveness to win
Niamh CarrollIn a category that is more crowded than ever, KFC is focusing on doing work that no other business can do to “elevate the brand up and out”.
John Lewis boss: Relaunch of Never Knowingly Undersold was ‘catalyst’ for turnaround
Molly InnesThe relaunch of Never Knowingly Undersold contributed to a six-point increase in the brand’s Net Promoter Score and better value for money perceptions, the business says, as it reports strong profits.
B&Q sees return of top marketer who cites ‘unfinished business’
Lucy TesserasKatherine Paterson will take on the marketing director role next month, more than a decade after she left the brand.
Puma perceptions up after ‘prioritising’ brand health over short-term sales
Grace GollaschPuma has pledged to reinvest “freed-up” resources from its efficiency programme into brand and product to complement its brand elevation strategy.
Domino’s CEO: Loyalty scheme ‘widens the moat’ on the brand
Niamh CarrollThe loyalty scheme, which is in the second phase of its trial, is acting to drive incremental frequency, says Domino’s UK CEO.