Airbnb claims AI search drives higher conversion than Google
Grace GollaschAirbnb CEO Brian Chesky says AI chatbots are emerging as effective top-of-funnel channels, as the company doubles down on building its own “AI-native” experience.
‘Changing perceptions, changing habits’: KFC on the challenge of expanding into a new category
Niamh CarrollKFC has launched a drinks range, aimed at reaching consumers at different times of day, with its strategy and innovation director saying the biggest challenge it faces is becoming “famous” for more than just chicken.
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.
KFC invests £38m in ‘speciality’ drinks range to entice consumers beyond chicken
Niamh CarrollThe Kwench drinks range, which features milkshakes, iced coffee and boba tea, aims to give consumers “more reasons to visit KFC”.
Why It Works: Creme Eggs and why we want what we can’t have
Richard ShottonThe success of Cadbury’s Creme Eggs comes down to two powerful behavioural drivers: scarcity and habituation. Your brand could do the same.
The Marketing Week team’s marketing moments of 2025
Marketing Week ReportersFrom Oasis’s comeback and Prime’s demise to the extent of marketing’s burnout crisis being revealed, these are the marketing moments of the year, as chosen by the Marketing Week editorial team.
Marketoonist on smart products
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on X @tomfishburne See more of the Marketoonist here
Premier Foods underlines importance of brand as it expands into new categories
Niamh CarrollBrands now make up 90% of Premier Foods’ revenue, up from around 83% a few years ago, with the company having reduced its sales made up from private label.
‘Focus on the basics’: Cheez-It on its ambition to become the UK’s ‘next iconic brand’
Niamh CarrollCheez-It became the biggest launch in its category in four years, when it launched last year. Owner Kellanova has ambitions in the long-term to create an “iconic” brand in the UK.
Why It Works: How McDonald’s applies behavioural science to sell fries
Richard ShottonA visit to McDonald’s reveals multiple psychological drivers that encourage us to part with our cash.
P&G: Brand ‘fundamentals’ are what will drive success in the era of AI
Niamh CarrollAI could radically alter how brands are chosen by consumers, but P&G’s CFO is confident of the company’s ability to adapt to this new dynamic.
Coca-Cola CEO bets on ‘bigger and bolder innovations’ to drive growth
Josh StephensonThe Coca-Cola Company is banking on product and packaging innovations to help it continue to drive growth against a stagnant economic background.
Marketoonist on bots and customer experience
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on X @tomfishburne See more of the Marketoonist here
Constant improvement leads to constant growth – just ask Apple
Thomas BartaMeaningful product tweaks enable incremental sales, and while most marketers don’t influence product, you can gradually change that with customer insight.
Diageo’s top GB marketer on growing the spirits category ‘beyond historical boundaries’
Niamh CarrollDiageo is taking cues from “adjacent categories” to inform its innovation and allow it to play in new spirits occasions, says GB marketing and innovation director.