Posts made in March, 2021

on Mar 26, 2021

By Rebecca Stewart Fresh from being crowned Global Marketer of the Year, Procter & Gamble’s (P&G) top marketer Marc Pritchard says China and the potential of 5G are top of his list of priorities as he looks to diversify the FMCG giant’s marketing efforts. North America might be P&G’s biggest market, but its chief brand officer Marc Pritchard is looking to China as the region that will drive the consumer good’s giant’s marketing transformation efforts. “If you want to see the future look to China,” is Pritchard’s advice to his marketing peers. “China is where there is transformation happening. The market flipped a few years Read full story › Source: The Drum...

on Mar 26, 2021

Invnt Group has confirmed its strategic alliance between Meaning – the creative-led culture consultancy it launched in 2020 – and Purposeful Change – an organizational transformation consultancy. The move sees Allan Fair, chief culture officer of Meaning, and Simon Lamb, founder of Purposeful Change, jointly lead Meaning. Under the new alliance, Lamb will take on the role of convener-in-chief for Meaning. Fair and Lamb’s passion for organizational transformation made them fast friends, having first met in 2018 when they were paired together on a culture and creative project for Microsoft. Fast forward to 2021 and the alliance enables them to join forces once Read full story › Source: The Drum...

on Mar 25, 2021

By Malcolm Poynton Earlier this year, China overtook the US as the world’s leading destination for foreign direct investment. For Malcolm Poynton, global chief creative officer at Cheil, this means western brands must truly embrace innovation and reinvention to keep up with the global consumer expectations change. With the pandemic putting a stranglehold on economic growth in Western countries, and the US in particular, brands and businesses have switched focus to China. According to a recent UN report, foreign direct investment in China overtook that of the US last year for the first time ever. Thanks to its booming economy and its effective response Read full story › Source: The Drum...

on Mar 25, 2021

By Imogen Watson Instead of drowning their sorrows when bars closed, alcohol brands got busy exploring how they could capitalize on the direct-to-consumer trend, as senior marketers at Babe wine and Ballantine’s whisky told The Drum’s Digital Transformation Festival. For many, alcohol has been the savior of the pandemic – a welcome tonic that has helped to soothe the emotional stress of lockdown after lockdown. With people unable to seek refuge in their usual bars, pubs, and clubs, alcohol brands stepped up to ensure that their customers could access their brands on tap from home, through smart direct-to-consumer (DTC) strategies. “It’s Read full story › Source: The Drum...

on Mar 25, 2021

By Tabitha Burns Thanks to Twitter, Facebook and Instagram, consumers are more aware than ever of the ethical implications of their purchases and can easily question brands directly, and a silent or weak response is read loud and clear. Brands need something tangible and credible to back up their claims, hence why the terms ‘B Corp’, ‘sustainability’ and ‘carbon neutral’ are increasingly prolific. But what do these claims actually mean for retailers and which do customers care the most about? We take a look at the retailers successfully, and less successfully, adopting B Corp status, focusing on sustainability and going carbon neutral – and weigh Read full story › Source: The Drum...