At the Festival of Marketing, Econsultancy Managing Partner Paul Davies asked, “How do we foster a culture of excellence?” The answer, according to leaders at Henkel, Sainsbury’s and Specsavers, lies ...

Octopus Energy CEO Greg Jackson and CMO Rebecca Dibb-Simkin on staying connected to its customers as it grows.

How do you democratise consumer insights in pursuit of ad effectiveness? For PepsiCo, the challenge was not just getting access to those insights but sharing them across a huge, global organisation to ...

Speaking at the Festival of Marketing 2024, insights leaders from PepsiCo detailed the change management process of ushering in a new platform, Ada, bringing together all ad testing data, and setting ...

Speaking at the Festival of Marketing 2024, insights leaders from PepsiCo detailed the change management process of ushering in a new platform, Ada, bringing together all ad testing data, and setting ...

Econometrics, also known as marketing mix modelling, has become a popular method of measurement in marketing. This chapter outlines the key benefits and challenges of this approach, and how marketers ...

“To help people learn, they’ve got to be able to go away and use these skills and capabilities,” says Specsavers’ Head of Brand Expression and Marketing Excellence, Abi Willstead. With the demands on ...

Laura Keir is CEO at Protein Works, a Cheshire-based protein shakes business that is growing rapidly, with a turnover of £42.8m in the year to August 31, 2023, up from £30.7m. We caught up with Keir ...

The chief exec of the vertically-integrated challenger brand describes herself as having been commercially focused “from the very beginning”, and says pace, agility and flexibility are key in the ...