By Shawn Lim Oatly expanded into Singapore last year having seen potential in the local market for plant-based products. Here, The Drum catches up with the company’s marketing lead for Asia to hear about its ongoing ambitions for the market there. Swedish plant-based food brand Oatly had been selling its products in Singapore on a small scale for a few years but, after witnessing increased demand, it felt in 2020 that the time was right to officially launch in the market says Amanda Chan, its marketing and communications lead for Asia. In recent years, Singapore has seen the entry of plant-based alternative brands including Read full story › Source: The Drum...
Read MoreBy amit bapna The interplay between brand and demand marketing is becoming increasingly nuanced as B2B marketing navigates the full spectrum of the marketing funnel. The north star of B2B marketing is to achieve the right quantum of marketing growth. Marketing, at the end of the day, is all about playing the game of short-term and long-term right, and as such, LinkedIn has launched an insightful guide for marketers. This battle between long- and short-term metric is an ongoing one, with marketers lean more heavily into demand marketing when they are looking for measurable near-term impact while brand marketing is mostly for the long haul Read full story › Source: The Drum...
Read MoreBy Rebecca Stewart Forced to close restaurant doors around the world as lockdown restrictions came into force across international markets, Burger King refused to fall into the trap of short-termism and instead spent much of a tumultuous 2020 working on ideas to improve its food quality and brand experience. Leading the charge on the brand front has been Burger King’s global chief marketing officer Fernando Machado, who had no idea of the whopper task he was biting into when he was promoted to the same position for its parent company – adding Popeyes and Tim Hortons marketing to his remit – in January 2020. Read full story › Source: The Drum...
Read MoreBy Danielle Gibson Winning an award. It’s one of the best feelings in the world. Joyous, fulfilled and the satisfaction that your work is top class There are plenty of reasons why you should enter awards, especially The Drum Awards, but one of the most important is how it impacts your business. The Drum spoke to Eurotunnel’s sales and marketing director, Jae Hopkins; Missguided‘s digital marketing director, Nick Bamber; vice-president of demand, EMEA at Adsquare, Vincent Tessier and chief marketing officer at IAB UK, James Chandler, on why they enter awards and how it has impacted their businesses. According to Read full story › Source: The Drum...
Read MoreBy Danielle Gibson Winning an award. It’s one of the best feelings in the world. Joyous, fulfilled and the satisfaction that your work is top class There are plenty of reasons why you should enter awards, especially The Drum Awards, but one of the most important is how it impacts your business. The Drum spoke to Eurotunnel’s sales and marketing director, Jae Hopkins; Missguided‘s digital marketing director, Nick Bamber; vice president of demand, EMEA at adsquare, Vincent Tessier and chief marketing officer at IAB UK, James Chandler on why they enter awards and how it has impacted their businesses. According Read full story › Source: The Drum...
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