The Year Ahead 2025: Brands to double down on strategic collaborations
From Coca-Cola and Oreo to Bluey and Bunnings, a growing number of brands are seeking out collaborations that create short-term buzz while also building brand equity.
‘No good news’: How will Omnicom’s IPG acquisition impact brands?
Molly InnesOmnicom’s acquisition of IPG will create the world’s biggest holding company, but while some suggest it will have little impact on clients, others believe it will be bad news for brands.
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.
On the Beach CEO credits brand building efforts as profits soar
Molly InnesTravel firm On the Beach continues to drop marketing spend as a percentage of revenue, as it hails marketing efficiency drive.
‘More impact, less waste’: Coca-Cola CFO praises impact of marketing ‘transformation’
Niamh CarrollCoca-Cola has ‘reinvented’ the way it does marketing to be fit for the modern world, while delivering on effectiveness and efficiency, its CFO claims.
‘A sprawling ecosystem’: How have marketers’ tech stacks got so out of hand?
Josh StephensonFrom outdated systems to a lack of ownership, if marketers want to get the best out of their technology, they need to streamline what they have.
How the culture of B2B marketing is impacting working mums
Emily ManockThree female marketing leaders discuss the impact of having children in the B2B space.
You don’t need a bespoke luxury-style branding strategy to succeed as a luxury brand
Jenni RomaniukLuxury marketing doesn’t need to create its own ‘laws of growth’ for brands to succeed; there are some law-like patterns that luxury categories share with others and understanding them will make luxury brand marketing stronger.