Why innovation and pricing discipline will define marketing leadership this year
Emily ManockMarketing leaders explain how investing in brand will be key to navigating economic challenges in the latest episode of The Lowdown.
‘Human first, human last’: How one healthcare company used AI to increase its output threefold
Josh StephensonConsumer healthcare company Opella has embedded AI from the start to the end of the creative process while maintaining human input and quality controls.
Elf backlash and sustainable growth: Your Marketing Week
Lucy TesserasAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Elf’s use of controversial comedian Matt Rife in its latest campaign to Gousto’s shift to sustainable growth, it’s been a busy week. Here is my take.
Elf admits its use of domestic abuse comedian ‘missed the mark’ after brand backlash
Grace GollaschThe campaign featuring Matt Rife has been branded “rage bait”, with people calling Elf Cosmetics “tone deaf” for using the comedian.
‘A brand with heritage but not a heritage brand’: Stanley 1913 on defining ‘the next era’
Amrit VirdiCapitalising on social media momentum and its 112-year history, the US drinkware brand is looking to customers and partners to help “build the Stanley of the future”.
The brands taking a ‘people-first’ approach to AI
Marketing Week ReportersTop customer experience professionals in retail, consumer goods, travel and hospitality are ensuring technology preserves human ‘warmth’.
Lego on using tie-ups to ‘buck the trend’ in the toy sector
Jasper BaumannOn a mission to attract new audiences, 85% of people who engaged with Lego’s recent F1 partnership were new to the brand, explains strategy boss Claire Miller.
Unilever CEO departs after two years as the FMCG giant admits it has ‘much further to go’
Niamh CarrollHein Schumacher, who has been responsible for moving Unilever away from “force-fitting” purpose and pursuing a “fewer things better” mantra, will be replaced by CFO Fernando Fernandez in a few days.
Liquid Death pulls out of UK despite claiming ‘strong demand’
Grace GollaschLiquid Death is “temporarily pausing” international sales, including the UK, after bringing its European production to the US last year.
Marketing Week Top 100 2025: The top marketers in professional services, utilities, health and life sciences
Lucy TesserasMarketing Week reveals the top 10 marketers in professional services, utilities, health and life sciences, part of our Top 100 Most Effective Marketers, sponsored by Digitas.
How Guinness put the fun into alcohol-free marketing for St. Patrick’s Day
Marketing Week ReportersBy reframing the discussion around drinking culture, Guinness drove sales of its alcohol-free beer and changed perceptions of Ireland’s national day.
‘Disrupt with value’: How one challenger brand hopes to reach number two in the free-from category
Grace GollaschWith an over 600% increase in marketing spend over the last seven years, free-from bakery brand We Love Cake’s head of marketing discusses the role of influencers in growing the brand’s reputation.
Lego’s head of effectiveness on making market mix modelling a ‘strategic’ tool
Niamh CarrollLego’s marketing effectiveness team wanted to “lower the drawbridge” to bring stakeholders in on their work, thereby increasing its impact across the business.
Dr Martens restructures marketing team to align with product focus
Niamh CarrollDr Martens has been taking action to shift its marketing focus to product rather than “storytelling” as it seeks to emerge from a period of profit and revenue decline.
Bloom & Wild ‘investing for growth’ as it steps up brand marketing
Niamh CarrollHaving focused on retention over acquisition during the cost of living crisis, florist Bloom & Wild is stepping up marketing spend after appointing its first CMO.