Under new laws coming in this October, ads for ‘less healthy’ food will be banned online and heavily restricted on TV, but Cadbury says its strategy for reaching consumers is changing anyway.
As Cadbury releases the seventh installment of its ‘Glass and a Half’ platform, marketing boss Elise Burditt discusses consistency, generosity and future thinking.
Cadbury is a brand committed to consistency, but the pressures of delivering short-term as well as long-term growth means that path isn’t without its challenges, says brand lead David Clements.
Brands may have to become more creative in how they advertise or look to innovate to avoid being impacted by the ban on pre-watershed TV and paid-for online ads.
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?
Having joined Virgin Media O2 six months ago, tasked with overhauling O2’s brand strategy, Rachel Swift says she wants to re-establish its reason for being but won’t “change things for change’s sake”.
Three has moved from a “social-centric approach”, where two-thirds of its media budget was allocated to channels like social media, to public channels like cinema, aiming to reach a broader audience.
