Page 2 - Global Marketer News Today

By Rebecca Stewart-04 February 2021 08:00am Pritchard takes the crown after a year of helping the business successfully navigate the new normal Procter & Gamble’s (P&G) chief brand officer Marc Pritchard has been named Global Marketer of the Year for 2020 by the World Federation of Advertisers (WFA). Pritchard takes the crown following a turbulent 12 months, through which he has encouraged his marketing teams to focus on ‘lean innovation,’ put a laser-sharp focus on brand...

P&G’s Marc Pritchard says its ‘startup mentality’ to brand building makes the grade Procter & Gamble (P&G) is 183 years old, but its top marketer Marc Pritchard wants each of its brands to think, and act, like a startup. He tells The Drum how encouraging his teams to focus on ‘lean innovation’ and product development in amid a pandemic is delivering results. Oral-B, Gillette, Febreze and Bounty are not necessarily the first brands that spring to mind when y...

By Rebecca Stewart-25 January 2021 13:00pm From listening more to having fun - the worlds top CMOs offer advice to their younger selves "Listen more", "seek out laughter and fun" and "focus on being useful" – these are among the words of advice some of the worlds leading chief marketers officers — including P&Gs Marc Pritchard, Mars Jane Wakely and Burger Kings Fernando Machado — tell us they would offer up to their younger selves if they could turn back the years. If th...

Video The World Federation of Advertisers (WFA) has revealed the shortlist for its Global Marketer of the Year 2020 award, with marketing leaders from General Mills, Huawei, Mattel, Mars, Procter & Gamble and Restaurant Brands International nominated. This year, the annual scheme celebrates the work that marketers from around the world have done to strengthen brands and businesses during the pandemic and beyond. Following nominations from the wider marketing industry, an expert jury of global ...

Mars’ CMO doesn’t want marketing to return to ‘normal’ With the pandemic causing a prolonged period of global disruption, Mars had a momentous 2020 navigating the new normal. At its helm, Mars lead chief marketing officer Jane Wakely has helped steer the brand through these choppy waters, driving the transformation agenda of its marketing function so that Mars can arrive on the other side as a better organization. “I don’t want things to go back to norma...

Blonde ambition: vlogging and a virtual Dream House help Barbie realize a digital future Barbie’s brand makeover – which has seen the doll evolve from blonde bombshell to 21st-century role model – has been well documented in recent years. Now, its top marketer Lisa McKnight is hoping smarter content, and even smarter tech, will propel the toy to new heights for a locked-down generation. Netflix, Amazon, Spotify and Barbie – just some of the brands that witne...

Burger King’s Fernando Machado: CMOs must kill short-term thinking in a crisis Burger King has just undergone its first redesign in 20 years, but that’s not all that’s changing for the fast-food giant in 2021. Here, Fernando Machado, global chief marketing officer of parent company Restaurant Brands International, reveals the creative and career lessons gleaned from a critical 12 months and what’s next for the Home of the Whopper. Forced to close restaurant ...