The drinks giant is using technology to optimise how its marketing and promotional spend is deployed as it looks to get higher returns on its consistent level of investment.
Whisky brand Jameson has increased the ROI on its media spend by 40% in the US, thanks to Pernod Ricard’s digital transformation efforts, the business claims.
The drinks giant experienced “strong” growth in sales and profit over the first six months of its fiscal year, amid rising marketing spend and the continued pursuit of its premium pricing strategy.
In the first of a series of articles looking at what it takes to build brands effectively, Boots, Yorkshire Tea and Cadbury – three of the five brands shortlisted for the coveted Brand of the Year prize at the Marketing Week Awards – share their thoughts on the importance of brand diagnosis and positioning.
The brand value of UK companies fell 14% this year, compared with 1% growth in 2022, according to BrandZ’s latest UK ranking.
Boohoo expects revenues to decline by between 12% and 17% in its full 2024 financial year but says it remains committed to investing in marketing for the long-term health of its brands.
Gender-fluid fashion is reaching a cultural apex so mainstream fashion brands looking to capitalise on its growing popularity need to be prepared to speak about it authentically – and with confidence.