A model for ‘distinctive growth’: Inside Diageo’s innovation strategy
Charlotte RogersTwo decades into its premiumisation strategy, Diageo believes a balanced approach to innovation has helped the drinks giant become an “in-culture brand builder”.
Cannes Lions 2024
Innovation meets insight: Diageo on the value of ‘future back’ thinking
Charlotte RogersChief innovation officer Mark Sandys and global consumer planning director Giles Hedger on leading tribes, new eras and brand building’s “double manoeuvre”.
Intuit Mailchimp CMO: Marketers’ use of AI should be ‘second nature’
Charlotte Rogers“Humans do the why and AI does the what,” says Michelle Taite, who believes marketers should forget trying to define their artificial intelligence ‘strategy’.
‘High growth with a soul’: Intuit Mailchimp’s CMO on B2B’s data dividend
Charlotte RogersMichelle Taite reflects on her journey from footwear designer to CMO, moving from marketing Magnum to US consumers to exploring data at the “Nike of SaaS”.
‘We’re partners in crime’: Heinz’s top marketers on becoming ‘liberated leaders’
Charlotte RogersMarketing directors Thiago Rapp and Alessandra de Dreuille discuss the company’s “ambitious” reset, taking inspiration from Nike and the beauty of owning the P&L.
‘Go a layer deeper’: LinkedIn on why ‘brand really matters’ in B2B
Charlotte RogersFrom the “interesting intersection” with B2C to the need to “run towards” opportunities, B2B marketing is both creative and commercial, says marketing VP Minjae Ormes.
LinkedIn’s marketing VP on introvert leaders, plot twists and the P&L ‘story’
Charlotte RogersFrom inspiring her team to sit “on the edge of their seats” to getting under the skin of the organisation, self-acceptance has made Minjae Ormes a more effective leader.
‘Bold disruptors with a kind heart’: Elf Beauty’s brand chief on its non-stop growth
Lucy TesserasCollaboration, communication and community have all played a crucial role in Elf Beauty’s rise, according to chief brand officer Laurie Lam, who shares how the business is also looking to make an impact beyond cosmetics.
Haleon: The CMO/CEO relationship is ‘being rekindled’
Charlotte RogersChallenging times call for marketers to raise their game as “business thinkers”, says marketing boss Tamara Rogers, whose team seek to avoid “death by a thousand measures”.
‘Building a racing car while driving at 100mph’: Haleon on two years of brand building
Charlotte RogersA lot has happened in the two years since GSK Consumer Healthcare rebranded as Haleon, requiring resilience and quick thinking from the marketing team.
Guinness on the ‘magic’ of intergenerational idea exchange
Charlotte RogersFrom talent spotting to prioritising mentoring, Diageo marketers Gráinne Wafer and Lauren McKay believe there’s lots to learn from colleagues at different career stages.
Xbox’s marketing boss on why it has to be ‘tenacious’ to ‘fight for funds’
Lucy TesserasBy being “scrappy” and avoiding the conventional, Xbox helped Bromley FC get promoted to the Football League for the first time in its 152-year history, while tripling the number of people who downloaded Football Manager 2024.
NFL CMO: Data or brand? The answer is both
Charlotte RogersMarketing boss Tim Ellis says it blows his mind the industry is still debating a false dichotomy between performance and brand.
‘Helmets off strategy’: CMO Tim Ellis on his mission to ‘humanise’ the NFL
Charlotte RogersFrom embracing the creator economy to making the Draft a cultural moment, the NFL is six years into a strategy aimed at showing the “human, compassionate and youthful face” of America’s national game.
Moderna’s brand chief: If you don’t have hardship in your career you can’t grow
Lucy TesserasThe pharma company’s brand boss Kate Cronin underlines the importance of understanding consumers and not being biased when developing research.