‘Great minds don’t think alike’: Brands on navigating design agency relationships
Matthew ValentineIf marketers are to reclaim their influence over the product in the 4Ps, how do they get the best out of their relationships with design agencies?
If marketers are to reclaim their influence over the product in the 4Ps, how do they get the best out of their relationships with design agencies?
Heinz believes prioritising innovation is the key to growth, a strategy which includes apologising for being ‘ridiculously late’ with the launch of its pasta sauce range.
While food companies often stretch their brands into new categories, few stand the test of time. However, brand consultants say the buzz generated from these products can make the endeavour worthwhile regardless.
Heinz is launching a campaign to promote the versatility and health credentials of baked beans, as it pays homage to its famous strapline while “evolving conversations” around the brand.
To become a world-leading marketing organisation, the FMCG giant says it needs to be “bolder and more creative”, highlighting examples such as the collaboration between Heinz and Weetabix in the UK.
From the BBC to Ikea and Heinz, the Marketing Week team chooses the first set of eight campaigns that make up our best marketing of 2020.
Brands that avoid generic messages about staying at home, togetherness or looking to the future with optimism are more likely to resonate with consumers during the pandemic.
Kraft Heinz is hoping to take advantage of the new customers that have bought its brands in the past few weeks as the Covid-19 pandemic prompts stockpiling.
From Heinz to Aldi, brands across the marketing spectrum are accelerating their shift to ecommerce in response to the unfolding coronavirus crisis.
The FMCG giant plans to slash agency fees and simplify innovation, while increasing media support for its biggest brands, as part of a three-stage turnaround strategy kicking off this year.
Story of My CV: Always on the look-out for the next challenge, Katie Evans developed a love for the fast-paced world of FMCG that took her from Heinz to Krispy Kreme to Burger King, with a brief spell launching her own fashion business.
New CEO says the company has invested too much into marketing costs such as agency fees and production costs at the expense of media and creative.
Can veteran marketer Miguel Patricio use his expert eye to turn a dusty and confused portfolio around or has he got himself into a giant box of shit?
Kraft Heinz’s vice-president of marketing for EMEA, Vicki Sjardin, is marking the Heinz brand’s 150th birthday with personal enthusiasm and a desire to keep innovating, as the wider company recovers from its biggest quarterly loss.
Heinz is celebrating its 150th anniversary with a $15.2m marketing campaign focused on its most iconic product – Heinz Tomato Ketchup – and its place at meal times.