Search Results for: FMCG

FMCG brands winning in the World Cup - the last eight

As the World Cup nears its climax in South Africa, Neil Jenkinson, marketing director at Dialogue141, analyses football-themed campaigns from eight FMCG rivals in a knock-out competition to find a FMCG World Cup winner.

Read: FMCG brands winning in the World Cup - the last eight.

Ultimo to enter FMCG arena with beauty line

Lingerie brand Ultimo is making its first foray into FMCG products with the launch of a branded beauty range.

Read: Ultimo to enter FMCG arena with beauty line.

RE: Unilever outlines 'more magic, less logic' fresh marketing philosophy

What a wonderfully refreshing sentiment from one of the globes most powerful FMCG brands, great marketing should not always be about the numbers and we all know just how many long hours, blood sweat and tears have gone into creative solutions to then be simply left on the cutting room floor due to a "lets play it safe" attitude. I applaud Mark and Keith and just hope that we might see more marketers follow suit, but I wont be holding my breath!

RE: Baxters holds pitch for advertising account

Baxters has an image problem. Old fashioned, traditional and their packaging is so awful, just compare it to Tesco & Sainsbury's own brand. Soup brands are exciting, Baxters is dull and old fashioned. Did you know they make M&S's soups. Sorry Casper but TV ads would probably do a better job than any other medium and forget Social Media, that's a joke for FMCG brands, many who have lost millions playing and failing.

RE: Baxters holds pitch for advertising account

The Baxters brand is obviously expanding \(I for one had no idea it made so many other product ranges, beyond soup). So while above the line is an important channel, are there other ways it can engage with its likely large and diverse client base, especially when you consider the different products, and flavours, on offer? FMCG brands have historically been reliant on advertising to broadcast brand building messages, but as marketing techniques become more sophisticated, targeted and bespoke, could Baxters take a different approach? After all, wouldn't even simple insight, like knowing about my favourite flavours of soup, prove valuable in generating more individually tailored communication aimed just at me?

P&G launches app for beauty brands

Procter & Gamble, the FMCG giant, has launched a smartphone app for its beauty and grooming division, to improve consumers' shopping experience and simplify the purchase process.

Read: P&G launches app for beauty brands.

P&G, Unilever and Reckitt: the corporate brands that came out of the shadows

FMCG firms want consumers to get to know their corporate side, writes Loulla-Mae Eleftheriou-Smith.

Read: P&G, Unilever and Reckitt: the corporate brands that came out of the shadows.

P&G launches 'Proud sponsor of mums' campaign

Procter & Gamble (P&G), the global FMCG company, is launching its first consumer-facing corporate brand campaign in the UK this weekend, ahead of Mother's Day on 3 April.

Read: P&G launches 'Proud sponsor of mums' campaign.

Unilever names Mathieu senior VP marketing

Unilever, the FMCG giant, has appointed Marc Mathieu to the role of senior vice president of marketing, bringing CMO Keith Weed's overhaul of the marketing team to an end.

Read: Unilever names Mathieu senior VP marketing.

How to measure ROI on multi channel activity

We are a group of MSc Marketing students at Oxford Brookes University working on a research project for an UK media consultancy company. The research objective for this project is analysing how companies from various industries (Automotive, Luxury, Hotel and Leisure, FMCG and Household Goods) are measuring ROI on their multi channel marketing activities. The aim of this research is to further define the most commonly used metrics companies use to measure marketing ROI.

How do companies go about measuring their multi channel marketing activities? Any thoughts?

Which are the metrics most commonly used in the sectors above?

How has the spent on the analysis of digital and traditional activities changed over the last five years? Numbers, percentages, trends, etc?