IKEA’s Vala Magnadottir on the fast-changing media landscape and developing a measurement framework that keeps pace
The brand’s global strategy and investment media leader addresses KPIs influencing media selection, how effective…
Author warc
PepsiCo’s approach to the new path to purchase and changed dynamics in marketing for a fast-evolving world
Atin Kulkarni, VP, Global Media and Commercial Capabilities, PepsiCo I’ve been at PepsiCo for just…
Nestlé Global’s Alexis Herail on why guidelines are important for global brand communication
The global holistic content and owned assets lead at the FMCG giant explains the process…
‘Now you’re just annoying me’ – influencer fatigue sets in
The aspirational lifestyle displayed by many influencers might have made sense during the good times,…
Effie analysis: How premium brands use marketing to survive recessions
Economic turmoil is a certainty for 2021, as the pandemic disruption shows little sign of…
Time for business (and brands) to step up
Business is now the most trusted institution globally, according to the 2021 Edelman Trust Barometer…
Why brands need ‘cultural intelligence’
Traditional approaches to strategy underestimate, or ignore, the effects of cultural trends – but the…
How YouTube went from media pariah to partner, and what it means for marketers
Once vilified and legally challenged by media giants for sharing small chunks of their content…
For brands, convenience is non-negotiable
Life is hard – so buying your brand should be as easy as possible, a…
How Carrefour beat the ‘big bad wolf’ syndrome
Carrefour, the French supermarket chain, successfully demonstrated how large brands – often depicted as the…