On a mission to tackle the lack of socio-economic diversity within marketing, M&S, Unilever and the School of Marketing discuss why championing apprenticeships could be the answer.
Marmite’s squirrel-fronted Pancake Day video scored in the top 10% of ads on its ability to grab attention, as well as being highly rated for enjoyability, branding and differentiation.
The FMCG giant will focus on driving long-term growth this year despite inflation, backed by “competitive” levels of marketing spend.
Having taken the decision to put purpose at the heart of its brands in 2018, Unilever is now facing a backlash from fund manager Terry Smith, who claims the business is “obsessed” with showcasing its sustainability credentials.
As a purpose-led brand, Dove wanted to highlight the courage and confidence of key workers in a way that government messaging was failing to do.
As the world adapts to new ways of working, Unilever boss Alan Jope says leaders today must learn to master their “inner game” before they can focus on driving business performance.
Unilever says in 54 out of 75 markets where it tracks staff attitudes, sustainability comes out as the top reason for joining the company.
Currently the “third most consumed brand in the world”, Lifebuoy is growing globally thanks to its purpose-led strategy, says brand boss Kartik Chandrasekhar, who sees marketing as far more than a “war game”.
Unilever promises to continue investing in “the long-term health” of its brands despite the pressure of rising commodity costs, as third quarter turnover increases 4% to €13.5bn (£11.3bn).
Chief digital and marketing officer Conny Braams believes if marketers can’t distil complex information into simple and transparent messages then they’re not doing a good enough job.
Beauty giants Dove and The Body Shop believe the power of rivals joining forces should not be underestimated as they unite to take on the EU over animal testing.
Rewind 17 years and having faced up to the beauty industry’s “dark side”, Dove knew it needed to break down barriers within the company and wider society if it was serious about championing real beauty.
From PepsiCo creating a dedicated graduate programme for marketers to P&G increasing the diversity of its candidates via virtual assessment centres, brands have defied the odds to ensure they continue recruiting fresh talent.
In a bid to give employees a better work/life balance post-Covid, brands such as Unilever, Nationwide and Henkel are experimenting with new working patterns.
CEO Alan Jope stressed Ben & Jerry’s decision to pull out of territories in Israel was made by the brand’s independent board and that Unilever remains “fully committed” to its business in Israel, as the FMCG giant recorded turnover of €25.8bn (£22.3bn) for H1.