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When Mathieu called for a ‘more magic, less logic’ approach to marketing, the industry listened. While his boss, chief marketing and communications officer Keith Weed, has been central in setting Unilever’s sustainability agenda, it is Mathieu who has injected the £38bn business with fresh thinking and inspired the wider marketing community. No longer is Unilever reliant on spreadsheets and accountants dictating the constraints of the marketing department - as chief executive Paul Polman says, ‘this abdicates the responsibility of marketers’. Now, marketers and agencies are encouraged to experiment, ‘fail cheaply, win big’, and in doing so ‘unlock the magic’ of Unilever’s 400-plus brands around the world.
The year ahead How Mathieu’s strategy translates from words into action will be under scrutiny during the next 12 months. The outcome of Unilever’s $6bn global media pitch will also offer a glimpse into the company’s longer-term plans.
Deals and deeds Mathieu’s ‘magic’ strategy is felt beyond marketing. ‘This is how we want to run our whole business’, Polman told Marketing earlier this month.
Despite troubles at her employer, where chief executive Andrew Moss stood down last week, the energetic and empathic Mackenzie has further enhanced her reputation this year. Over the past 12 months, she was named president of The Marketing Society, took a seat on the Mothercare board and championed brand-building at Aviva. She also participated in Lord Davies’ steering group on Women on Boards.
Deals and deeds Mackenzie rolled out the second phase of Aviva’s personalisation-based ‘You are the big picture’ campaign. She also chaired its Operational Risk Committee.
And another thing Mackenzie recently issued a rallying call to the industry: ‘If you have women coming through with potential, nurture it. If you have colleagues who lack confidence, help them feel good. If you are one of those women who knows they thrive with the right encouragement, never miss an opportunity.’
The challenge is on for Donnelly as P&G sets targets to acquire 1bn new customers by 2015 amid stringent cost-cutting. Despite a greater focus on emerging markets, her ‘Proud sponsor of mums’ campaign has ensured that P&G’s voice is heard above the noise of Olympic tie-ins. Donnelly, a ormer president of The Marketing Society, is a fierce advocate of marketing’s power to drive business. She has been appointed to the ASA Councils, and remains one of the industry’s, and P&G’s, biggest assets.
Innovation Investment in emerging markets is high on the agenda and P&G is adding 20 manufacturing units in Brazil, China and Eastern Europe by 2015. The company has continued to invest in NPD from key brands, as well as premium fragrance launches.
The year ahead A multimillion-pound cost-cutting drive has piled pressure on budgets. Chief executive Bob McDonald plans to shave $1bn off marketing costs in the next four years.
Google embraced above-the-line marketing on a grand scale in the past year - from TV ads promoting its Chrome browser to investing in print title Think Quarterly - to promote its products. Described as elusive but ‘tough, demanding and clever’, Felten, Google’s most senior UK marketer, played a key role in helping deliver a 18.7% year-on-year revenue increase in the UK, to $1.2bn (£721m).
Deals and deeds Google+ drew a mixed response from critics; it appointed Adam & Eve to create an ad that tugged on consumers’ heart-strings to promote the social network.
And another thing Felten, like all Google staff, dedicates 20% of her week to working on what she wants - in her case, start-up projects.
McDonald’s UK’s Big Mac-loving chief executive has eased her way through 12 months that included riots and the government’s ‘Responsibility Deal’, overseeing another period of increased sales. Last August, she personally thanked staff after 15 outlets were damaged in the riots. Still a strong voice in the marketing community, she has advocated displaying calorie counts on its menus, but did face criticism for McDonald’s original plan (since overturned) to source only 10% of its chicken for the London Olympics from Britain.
Deals and deeds London 2012 will be the ninth Olympics for which McDonald’s has been the official restaurant and the only branded food retailer feeding the athletes. One in five meals sold at London 2012 will be a McDonald’s. The decision to build a temporary 3000m2 restaurant at the Olympic site hit the headlines for the wrong reasons. However, despite the economic gloom, the fast-food company has continued to invest in marketing.
And another thing When Marketing quizzed Lord Coe about McDonald’s London 2012 tie, he mounted a robust defence, saying it ‘makes a massive investment in the community’.
The influence of Fennell, a cheerleader for the industry, goes from strength to strength. His opinions on marketing’s move into a new ‘golden age’ generated wide-ranging debate, while Diageo’s tie-up with Facebook is being watched closely by other brands. The business is looking eastward, but Fennell has also had to deal with downsizing in mature markets. Earlier this year he warned marketers to cease their obsession with targeting youth as they risk neglecting a ‘valuable’ older audience.
Deals and deeds Diageo struck a £600m deal to buy baijiu brand Shui Jing Fang to expand its footprint in China. It also bought a stake in Vietnamese branded-spirits producer Halico.
And another thing ‘There is a drift of creativity toward the emerging markets. As a global CMO I am agnostic, but as a Brit it really pisses me off,’ Fennell has said.
Hodgson remains our number-one influencer in grocery retail. The former Waitrose commercial director is presiding over an own-label relaunch that he hopes will put Morrisons’ sales of own-brand products on a par with its rivals. In September, it rolled out M Kitchen, a range of restaurant-standard convenience meals, followed by value range M Savers. Hodgson has also been instrumental in attracting marketing talent to Bradford, such as Sainsbury’s head of non-food marketing, Rebecca Singleton. The estate is also being converted to its ‘store of the future’ concept’. However, challenges remain: sales fell 1% in the quarter to 29 April.
The year ahead Morrisons will hold its own food and music festival, MFest, this summer, headlined by Texas and The Human League.
Townsend’s role marries the worlds of sales and marketing. To help meet the cost of hosting London 2012, the former BSkyB and TfL marketer has pulled off one of the greatest feats in sports commerce, raising £2bn from licensing, retail, brand sponsorship, ticket sales and LOCOG’s share of broadcast rights and global sponsor revenue from the International Olympic Committee. Townsend oversees £1.2bn-worth of procurement and provides round-the-clock client servicing for sponsor brands.
Deals and deeds Initially responsible for raising £600m in hard cash from domestic sponsors, Townsend exceeded this target by £100m. He ensured domestic partners Adidas, British Airways, Lloyds TSB, BMW, BP, BT and EDF Energy parted with between £40m and £100m each. He also engaged Sainsbury’s as Paralympic partner.
Would you believe it Townsend’s role is portrayed as ‘head of contracts’ in the BBC’s spoof documentary comedy series Twenty Twelve.
Inglis has come a long way since starting his career on the Thomson Holidays graduate scheme. Nowadays, he is one of the most respected marketers in the land thanks to the meteoric success of the ‘never knowingly undersold’ campaigns. Named Marketer of the Year in 2011 by The Marketing Society, he will be hoping that another strong creative performance in 2012 will lead John Lewis to a third consecutive Brand of the Year gong.
Deals and deeds Having successfully avoided falling prey to ‘second album syndrome’ Inglis continued to put the heart in John Lewis’ marketing. Its Christmas campaign, which celebrated the joy of giving rather than receiving, hit a nerve with recession-weary shoppers.
And another thing Deputy Prime Minister Nick Clegg lavished praise on John Lewis earlier this year, declaring the retailer a blueprint for the future of British business. Ś
Keeping an unusually low profile since his appointment in 2009, and with a limited budget compared with his days as marketing director at Eurostar, London 2012’s marketer-in-chief is nonetheless putting his stamp on the capital. The Games’ marketing unit, which is more than 300-strong, handles volunteer programmes, the Olympic torch relay and the London 2012 Festival.
Deals and deeds The look of the Games is the work of ‘Team Nugent’. Much of its grass-roots marketing involves CRM, having amassed an Olympics ‘fan’ database of 5m people.
The year ahead Speaking in March about the Games as a ‘movement’, Nugent echoed the tone of many commercial brands that would no doubt like to secure his services post-Olympics.
Fagan is one of the industry’s most-respected and influential marketers and, although some have argued Boots’ ‘Here come the girls’ campaign is starting to lose some of its initial freshness, she continues to deliver innovations. Much of Boots’ focus in the past year has been on improving the features of its Advantage Card, adding personalised promotions at point of purchase. Treat Street continues to grow in scope, allowing shoppers to redeem points when they order online with retailers including ASOS, eBay and Play.com.
And another thing Fagan is a high-profile voice in the body-image debate. She recently gave evidence at an All Party Parliamentary Group inquiry, which examined the causes and consequences of body-image anxiety in the UK.
From the flagship brand Coca-Cola’s tie-up with musician and producer Mark Ronson to Vitaminwater’s partnership with Jessie J, Eadie has orchestrated Coke’s portfolio of products and its Olympic associations this year. Through a focus on youth and sustainability, Eadie has successfully carved out his brands’ space in the cluttered Olympic marketing arena.
Deals and deeds High-profile ambassadors may have won Coke the headlines, but behind the scenes a fundamental change in sponsorship strategy has taken place. The company is looking beyond the commercial benefits of sponsorship to focus on the positive social legacy it can leave - a dramatic shift in thinking.
The brand causing the all-conquering Apple to keep an eye on its rear-view mirror, Samsung is a marketing force to watch. Stanford has ushered in a new era underpinned by a drive to lead both tablet and smart-phone markets. The former 02 man has boosted its lead over Nokia, with a global market share of 21%.
Deals and deeds NPD remains top of the agenda; sales of the brand’s Galaxy Note ‘smart notepad’ surpassed analyst expectations.
Former Vodafone and Levi’s marketing chief Dima is committed to using Visa’s sponsorship of the London 2012 Games to build the take-up of contactless payments, and reposition Visa as a technology brand. Its Olympic campaign, starring Usain Bolt, is in full flow, and we can expect plenty of promotion at the Olympic site.
Innovation By 27 July, there will be 100,000 terminals in the UK accepting contactless payment. In London, 4000 taxis and 8000 buses will be fitted with the terminals.
Burberry may be a 156-year-old company, but it has a young, dynamic digital marketing team. Tariq is one of the new breed of experts using innovation to build brand equity and drive sales. His broad remit encompasses social-media marketing, strategy and innovation.
Deals and deeds The fashion house staged a ‘Tweetwalk’ last September during which it premiered every new-season look on Twitter moments before the models hit the runway. It also debuted a 3D holographic runway for a show in Beijing earlier this year.
And another thing Chief creative officer Christopher Bailey said Burberry is ‘now as much a media-content company as we are a design company’.
It has been a challenging 12 months for Facebook, as it seeks to derive greater value from its 850m users ahead of its imminent IPO. The site has taken steps to build better relationships with brands in a bid to accelerate the commercialisation of the platform. Haines is leading that charge from a UK perspective. Facebook hosted its first marketers’ conference this year; strengthening these relationships will be key.
Innovation Facebook is poised to roll out advertising on its mobile service, which will have a significant impact on the market - 432m users a month access it via mobile devices.
And another thing Haines advocates making Facebook central to brand marketing: ‘[It] shouldn’t just be bolted on to an existing campaign, it should be an integral part of the plan.’
Gilbert has been busy restructuring the Virgin Media marketing department into a ‘customer marketing organisation’ handling all brand marketing, customer insight and commercial strategy matters. It terminated its relationship with DDB UK, and called in agencies Bartle Bogle Hegarty and 18 Feet & Rising to devise a fresh creative direction. The result was a series of humorous ads starring Usain Bolt and actor David Tennant, as well as Virgin founder Sir Richard Branson, under the strapline ‘Keep up’.
Deals and deeds In February, Virgin Media said it would make ‘super-fast broadband’ available to 13m UK homes. It will also bring wi-fi and mobile web services to the Tube this summer.
Duffy has flown up the Power 100 ranks since joining easyJet. The airline relaunched last October, with a £50m, pan-European brand campaign. Duffy has also launched the airline’s app, overhauled its CRM activity, rebuilt his team and kick-started activity surrounding its business-traveller proposition. The company is soaring, with full-year profits of £248m; Duffy has set his sights on securing its positioning in Europe.
Innovation The marketing campaign ‘Business sense, not business class’ captured the mood of business travellers in the downturn.
And another thing Despite the new tone of voice, Duffy still took aim at British Airways with a press ad using the line ‘To fly. To save.’
It is indicative of the challenges Tesco faces that its highest-profile marketer appears at just 19 in Marketing’s Power 100. Bradley was promoted to group brand director in February. She joined the new group marketing team with the remit of developing marketing strategies, and an advertising pitch is under way. Critics argue that in recent years Tesco’s marketing has fallen flat. The ‘Big Price Drop’ activity failed to shore up sales, while its forgettable Christmas push was outperformed by rivals.
Innovation Tesco’s response to the recession was to focus on price at the expense of quality and customer service, something Tesco has already addressed with the launch of the Every-day Value own-label range, and the creation of 20,000 jobs ‘to make the customer king again’.
The epitome of the ‘classically trained FMCG marketer’, having worked at Procter & Gamble, Patterson has successfully made the transition to chief executive. The boss of BT Retail and Advertising Association president oversees the company’s phone, broadband and TV units. He is also a champion for CSR across the business.
And another thing His big challenge remains cracking the ‘triple play’ broadband TV and phone market. BT Vision, which launched in 2006, fell well short of its original 3m target.
Camelot’s chief executive for the past 10 years, the former marketing director - an inspiration to others aiming for that top spot has been instrumental in driving the company forward and batting off criticism of the Lottery.
Deals and deeds In the last financial year Camelot achieved its highest-ever annual National Lottery sales of £5.8bn. However, it is not resting on its laurels, but pursuing growth overseas and aims to become a leading global lottery operator and services provider.
And another thing The National Lottery now generates about £28m a week for good causes.
After years of consistency, ‘change’ has been the buzzword for Cowdry over the past 12 months. Starting with a major campaign for 02’s Priority Moments location-based rewards service, Cowdry has looked to evolve the brand beyond its mobile network roots. In keeping with its corporate motto ‘Fresh thinking - new possibilities’, the brand has also overhauled its advertising, introducing a more music-led approach with its ‘Things are changing’ TV clip.
Deals and deeds A relaunch of its website is also on the way, with 02 planning to establish a personalised relationship with customers and become a more ‘conversational brand’.
The vacant position of marketing director was tricky for Sainsbury’s to fill; but it did so in January, appointing Warby after an eventful 19-month search. She joined from Heineken, where her remit included the Foster’s brand. Warby oversees 100 marketers in functions from brand communications to loyalty.
And another thing Sainsbury’s has aimed to stay relevant in the downturn by communicating a strong price message while maintaining its reputation for quality; a strategy encapsulated in its ‘Live well for less’ positioning.
It has been an action-packed year for Tilling, who brought excitement to the market with ‘his and hers’ ads. She is trumpeting KFC’s health credentials, but communicates its messages in a subtler way than rivals. The new-look KFC restaurants befit a brand aiming to show that fast-food dining can be more than just a quick eat.
Innovation KFC has its sights set on the lucrative breakfast market and is parking its tanks on McDonald’s lawn with an ad campaign promoting its Lavazza coffee.
The former Air Miles managing director is a major force at British Gas as one of a clutch of marketing directors to have successfully made the transition to leading a major UK business. He oversees sales and marketing across the group and is managing director of the British Gas services business, which covers more than 4m UK consumers.
Deals and deeds The past 12 months brought upheaval at British Gas when Rick Vlemmiks left after three years. Will Orr assumed responsibility for marketing following his departure.
Few FMCG companies have innovated their way through the downturn as successfully as Reckitt Benckiser. The company has brought high-margin innovations such as Air Wick Odour Detect and Dettol No Touch to the market, banking on the fact that consumers will still pay a premium for products that are different. Gaa is also a strong advocate of social media in marketing: RB is an extensive user of Facebook.
And another thing ‘We need to excite the shopper so that they get something new and different and exciting,’ said Gaa. ‘Dettol No Touch is an example of where we completely step changed the dynamics of a category.’
Up two places on last year, Stewart continues to steadily guide Britvic through the tough economic climate. While the market fights to retain its fizz, Britvic has invested in a multimillion-pound CSR campaign, ‘Transform your patch’, run in partnership with PepsiCo. The long-term initiative is aimed at turning neglected public areas into community spaces.
Innovation Britvic continues to shake up the market, from the launch of a J2O ‘glitter-berry’ variant in the run-up to Christmas to foam product ‘Turbo Tango’. Britvic patented the aerosol technology created for the latter.
Design is at the heart of Apple’s marketing success, so for a brand that demands its marketers steer clear of the spotlight, it is apt that it is Sir Jonathan Ive who makes Marketing’s Power 100. Steve Jobs appointed the Essex native in 1997. Having led his design team in creating the iPod, iPhone, iPad and MacBook Air, Ive has earned his place in design royalty. He was appointed a KBE last year.
The year ahead Such was the demand for the latest iPad that entrepreneurial teens sold their places in the queue on eBay. The brand’s challenge is to maintain this level of excitement.
With Asda making enviable gains in the last quarter, with an all-time best market share of 17.9% , Smith takes up his post this month at a crucial time for the brand. With more than a decade at Asda, and one of the biggest ad budgets in the sector (£110m in 2010), Smith is well placed to keep the retailer’s expansion on track following its revamp of Asda Direct and an overhaul of its digital activity.
Innovation Asda continues to build up George as a global brand for Walmart, with plans to sell via mobile for the first time. Asda is also looking to relaunch its financial services and roll out smaller stores.
Kimberly-Clark’s European HQ has focused on building the Andrex and Kleenex brands. Meanwhile, its latest brand campaign for nappy brand Huggies is its biggest in four years. Warfield remains a prominent player in the sector, helping to lead marketing for the brand-owner’s 140th anniversary celebration from September, post-Olympics.
Innovation Kimberly-Clark has pushed innovation, with Kleenex moving into beauty products for the first time and Andrex launching a ‘revolutionary’ toilet tissue using natural bamboo.
Van der Post has climbed up this year’s list after leading British Airways back into the spot-light with the ‘To Fly. To Serve’ campaign. Van der Post has ensured cut-through for BA with a series of high-flying brand and Olympics campaigns, while managing to get celebrities such as Heston Blumenthal, Tracy Emin and Richard E Grant along for the ride.
Deals and deeds Last year the airline finally put an end to long-running industrial action by cabin crew. The end of the two-year feud left a clear runway to launch its brand campaign.
It has been a challenging 12 months for McHugh, but the mobile group ended 2011 in fine form, scooping up a record 313,000 new contract customers in the three months to 31 December. It has pushed ahead with plans to differentiate the T-Mobile and Orange tariffs, with Orange becoming more premium and T-Mobile focusing on unlimited data. The merger has been a painful process, however, with the number of marketers at the group dropped by 10% in 2011.
Deals and deeds Everything Everywhere says the umbrella brand has helped it make £278m worth of savings in 2011. It plans to have made savings of £3.5bn by 2014.
After five years leading the More Th>n direct insurance brand, the departure of Claire Sheikh led to Markey’s promotion to chief marketing officer at RSA. A busy 12 months has included hiring former Capital One marketing director Dominic Grounsell as head of a personal marketing team, and ex-Sky marketer Hannah House as head of marketing communications. A former British Gas and AA marketer, Markey remains a vocal member of the industry.
Innovation Grounsell and House will form part of a centralised ‘marketing centre of excellence’ devised by Markey to operate across RSA’s businesses.
A former head of marketing at Lloyds TSB, Kehoe was prime beneficiary of the creation of a central marketing division at Lloyds Banking Group in 2011. Kehoe’s remit encompasses Lloyds TSB, Halifax, Bank of Scotland, Scottish Widows and Cheltenham & Gloucester. Her first big test was developing a marketing strategy for Halifax. Kehoe is highly regarded and one to watch.
Deals and deeds Kehoe wields the biggest advertising budget of any UK retail banking marketer - Halifax and Lloyds TSB spent some £70m on above-the-line media in 2011.
Sharp is one of the best-connected marketers in the business, and it is his friendship with a senior Syco executive that led to the brand’s improbable partnership with The X Factor. Under Sharp, M&S continues to play on its celebrity relationships, resulting in Twiggy and Rosie Huntington-Whiteley designing clothing ranges for it. Upcoming marketing efforts are likely to focus on turning around its general merchandise business, where like-for-like sales fell 2.8% in the quarter ending 31 March. The future Sharp is philosophical about his career, saying: ‘I’m only passing through M&SÉ I feel like a footballer; I will go on ’til somebody kicks me off and says I’ve become too slow.’
Ellis is a TUI veteran, having worked at the tour operator for the past 20 years. Promoted to marketing director last year, Ellis has moved up the Power 100 as he continues to invest in marketing despite the downturn. His overhaul of the Thomson and First Choice brands has been successful: TUI’s bookings have remained flat in a market that has declined by 14%. Launching the Thomson campaign in October, outside the usual January slot, ensured the brand achieved the travel market’s best share of voice.
Deals and deeds Ellis took a keen interest in rival Thomas Cook’s financial losses last year he ran press ads emphasising that Thomson was ‘in great shape’, to make sure that consumers did not confuse the two.
And another thing He also sits on TUI’s board, because, he says, ‘the business has recognised that there is a real need for marketing to play a bigger role in our organisation’.
Van Rooyen was a sharp appointment for Sky, which is locked in a head-to-head battle for market share with Virgin Media. As a former director of strategy at the latter, he was lured to Sky in 2006 and promoted to his current role in August 2011. Van Rooyen has responsibility for customer acquisition and retention across its entertainment and communications products.
Innovation Sky Atlantic netted the headlines this spring when it invited brands to screen old ads around the premiere of season five of US advertising drama Mad Men.
In 2011, HSBC finally moved on from its long-running ‘World’s local bank’ positioning. It followed the decision to streamline operations, saving up to $3.5bn, and focus on 18 emerging markets. Clark has led the development of an evolved marketing strategy, including its ‘In the future’ business customer campaign, which uses humour to speculate how trade may evolve. Deeds and deals In March, HSBC announced a four-year sponsorship of the 19th-century tea clipper Cutty Sark, timed to coincide with the ship’s re-opening after a six-year restoration.
Ahead of a critical year for London 2012 sponsor Eurostar, the train operator announced in September it would centralise its marketing and appoint a pan-European marketing chief. The promotion of France’s director of sales and marketing, Benbassat, led to the exit in January of UK marketing chief Emma Harris.
Deals and deeds Benbassat appointed Eurostar’s first pan-European lead agency, Abbott Mead Vickers BBDO, in February. Under Benbassat, Eurostar has grasped the nettle of social media, determined to use the medium to build customer loyalty and drive acquisition. Having hired a head of social, Benbassat rolled out a live advertising platform to integrate customer conversations into Eurostar’s ads.
Having joined Vodafone as global brand director in September 2011, Sheikh has overseen a substantial brand-reinvigoration programme at the mobile giant. Credit must also go to Danielle Crook, director of brand at Vodafone, who led high-profile initiatives such as headline sponsorship of London Fashion Week.
Deals and deeds Despite ditching agency Bartle Bogle Hegarty, the brand has forged ahead with its ’Freebee Rewardz‘ campaign.
And another thing Vodafone marketers will be getting closer to their colleagues after the revamp of the Newbury HQ to make it open-plan.
Wheldon, a veteran of global marketing roles at brands such as Coca-Cola and Vodafone, has a big job on his hands. After a couple of years running his own consultancy, he has been called on by Barclays Group to steer its global corporate reputation into safer waters. Under controversial chief executive Bob Diamond, Barclays is on a mission to enhance perceptions of it as an organisation that ‘helps individuals, businesses and economies progress and grow’.
And another thing A keen Formula One fan, in 2010 Wheldon was linked with the position of marketing director for the sport.
All eyes at BMW are focused on its London 2012 sponsorship, and the brand is on a mission to persuade people to ‘reassess’ it, both in terms of how it comes across as a brand and its green credentials. Brownridge, who took over after his predecessor, Richard Hudson, was promoted to UK sales director, was this year tasked with defending BMW against criticism to supply 4000 cars to transport athletes and officials during the Games. With rival Audi close behind in UK sales, the pressure could not be greater.
And another thing The Dow Jones Sustainability Index has named BMW Group the ‘most sustainable automobile company worldwide’ seven years in a row.
It has been a challenging 12 months for Vile, who has been briefed to ensure the brand retains its saliency without consumers complaining of ‘meerkat fatigue’. In a competitive category, he has made sure the brand does not stagnate, while holding onto its popular brand mascot, Aleksandr Orlov. In June last year he rolled out a ‘Simples rewards’ loyalty scheme based on collectable meerkat toys: 500,000 had been claimed by January. This was backed by a major ad campaign.
Innovation The brand expanded to launch credit-card and loan-comparison schemes.
Kenrick has overseen the introduction of a bold vision for Homebase. The retailer unveiled a refreshed identity in March and has shifted its marketing focus to better connect with women. As chair of The Marketing Society’s sustainability work stream, Kenrick is a leading voice in CSR. She set up and ran the Prince of Wales’ initiative Start for a more sustainable future.
Deals and deeds During the past 12 months the retailer has focused on expanding its range. It now has a Habitat at Homebase line, as well as ranges from Laura Ashley and Jamie Oliver.
And another thing Kenrick has had her kitchen refitted to see how Homebase works through a customer’s eyes.
After nearly 10 years running Honda’s UK and European communications, Armstrong became global marketing boss at Jaguar at the start of the year. In March he launched a campaign, based on the tagline ‘How alive are you?’, to modernise the brand and awaken what he called a ‘sleeping giant’. With a growing customer base in markets such as India and China, his budget is likely to grow.
Deals and deeds In the financial year 2011-12, Jaguar Land Rover’s new-vehicle sales in India grew by a massive 157% year on year.
Wang was appointed in May 2011, and his work has bolstered Twitter’s reputation for having an honest and straightforward approach. A popular figure in the industry, Wang’s brief includes helping the social network to avoid the growing pains which come with attempting to translate its stratospheric growth into revenue.
Deals and deeds Wang poached YouTube’s Bruce Daisley, evidence of his commitment to attracting the best talent in the industry.
And another thing Wang does not have a typical digital background. He studied law at Harvard and is more adept at legal codes than computer coding.
Dawe is enjoying her time in the spotlight, dealing with a royal wedding, preparing for the Diamond Jubilee and the Olympics, and partnering the James Bond franchise for an initiative linked to the release of Skyfall later this year. She also cultivated a strategic partnership with culture secretary Jeremy Hunt and secured government funds of more than £25m to promote Britain abroad. A campaign featuring well-known Brits including Dame Judi Dench and Dev Patel helped secure Dawe a place in the Power 100 for the first time.
Deals and deeds VisitBritain’s ‘You’re invited’ £100m match-funded campaign snared an additional £25m when Dawe and Hunt merged it with the government’s ‘GREAT’ campaign. It launched in 14 cities worldwide in February.
Waitrose’s marketing department has barely put a foot wrong in recent years. Its Essential range was widely lauded, while bringing Delia Smith and Heston Blumenthal on board secured acres of PR. Loyalty, meanwhile, has been fostered through customer engagement programmes such as MyWaitrose.com. Its latest campaign is likely to present Waitrose’s biggest challenge to date; clearly feeling it has to go toe-to-toe with the ‘big four’ chains on price. Its £19m commitment to price-match with Tesco is a gutsy promise, but Thomas will have to ensure that Waitrose’s quality message is not compromised.
Deals and deeds Waitrose made its first foray into loyalty cards last year with the launch of the myWaitrose card in partnership with direct agency Kitcatt Nohr Digitas. It aims to build on the success of the myWaitrose online members club.
In 2011, eBay recorded a 15% increase in brand value and strong profits worldwide. Von Schirmeister has been instrumental in repositioning the brand from being purely an online auction site to providing a new platform for retailers. It launched a major marketing push earlier this year - ‘Your shopping universe’ - a campaign showcasing the site’s top-selling products and marking its first TV ad since 2007. As a result of its repositioning, more than half of eBay’s global transactions now take place at a fixed price rather than at auction.
Deals and deeds eBay plans to shake up the ticketing world this year with the UK launch of the online marketplace StubHub, which made its debut in the US in 2000.
Woods has big shoes to fill, as he has taken over from Molson Coors chief executive Mark Hunter as ISBA president. However, judging by his assured address to the industry body’s conference, where he highlighted online behavioural advertising as the big regulatory issue for marketers, he is up to the task.
Deals and deeds In March, Coca-Cola unveiled plans to reduce the average calories per litre of its range of sparkling soft drinks by 5% by the end of 2014. It will also increase the marketing budget for Diet Coke and Coke Zero by 25%. These pledges are in line with the government’s Public Health Responsibility Deal.
Despite winning the dubious honour of Marketing’s most irritating ad of the year two years running, the biggest spender in the price comparison market is in rude health. Its pre-tax profits for the 2010 financial year more than doubled, to £30.1m, while customer numbers have increased by more than 60% in the past two years. Hall’s plans include further development of the opera-singing star of its ads, loved and loathed in equal measure, and an increased focus on home insurance.
Deals and deeds After a review, Hall handed the brand’s £28m ad account to Dare, its first retained agency, this February. This ended a three-year relationship with Gio Compario creators, Sian Vickers and Chris Wilkins.
Hilger is the architect of the Stella Artois brand-revitalisation programme and is highly respected in the industry. With responsibility for the Beck’s and Budweiser brands, he has managed to continue investment in Stella Artois’ premium positioning, despite the downturn.
Innovation Stella Artois Cidre was launched in April 2011 and, according to AB InBev, sold the equivalent of 44m pints by December.
It has been an excellent 12 months for Cull, who has been showered with awards for his creative output. The yoghurt brand picked up the prestigious Grand Prix at the 2011 Marketing Society Awards for Excellence for its ‘Live in harmony’ campaign starring its rapping farmer characters. The campaign went viral after a high-profile ad spot during The X Factor.
Deals and deeds Alongside ad agency Bartle Bogle Hegarty, Yeo Valley has built on the success of its ‘Live in harmony’ campaign with spoof farming boy band ‘The Churned’.
Maples, a Power 100 debutant, has brought Spotify to the forefront of music streaming since joining the company last year from Microsoft Advertising. He hit the ground running, taking Spotify beyond its core streaming service with the launch of Spotify Apps, which he described as the brand’s biggest announcement since its inception. Earlier this month, Spotify unveiled its long-awaited iPad app, and it recently agreed a partnership with Coca-Cola.
Innovation Spotify created its first online advertising page in March in partnership with 20th Century Fox, promoting Titanic 3D. The page allows users to create trailers for the film, share songs and upload videos.
Customer-service complaints have continued to dog Santander, and its market share dropped slightly at the end of 2011, to 16.5%. However, Moor’s efforts have been far-reaching: last July Santander announced its call centres were returning to the UK and ramped up use of social media for customer service. In June, Santander relaunched in the UK with the strapline ‘Driven to do better’.
Deals and deeds Santander also launched a mobile banking service and iPhone app. ‘Innovation is not just about products but also customer experience,’ says Moor.
The market-leading price-comparison site has won much attention in the past for its ads, which starred John Prescott and Starsky and Hutch star David Soul alongside comedian and ad regular Omid Djalili. However, Osborne, who joined from easyJet in 2009, has instigated a change in approach in the past year or so. In 2011, he signed the brand’s first major sponsorship deal, with Britain’s Got Talent, and dropped Djalili in favour of using a family, for a more emotional approach in its TV ads. As a result, marketing spend on offline channels increased 51 % to £5.2m in the first half of 2011. The shift seems to be working: pre-tax profits more than doubled to £24.3m in the year to last December.
Innovation The brand launched the industry’s first iPhone app for motor insurance, enabling customers to renew their cover in three taps.
Bibby has concentrated on improving the digital side of Barclaycard’s business in the past 12 months, hiring the brand’s first digital chief, Ben Padley. Barclaycard also unveiled its contactless mobile-payment service this month, allowing customers to make payments of up to £15 at 50,000 stores by tapping their handsets on readers at tills. In November, Barclaycard rolled out an ad campaign featuring the tagline ‘Easier’. The campaign promoted innovations such as contactless payments and mobile phone apps.
Deals and deeds Barclaycard partnered Vouchercloud to launch a mobile reward scheme, offering customers location-based deals from brands including Shell and PizzaExpress. The brand also sought to reach a younger audience through its sponsorship of the Wireless Festival.
Chambers took the marketing helm at Audi in July 2011, joining from LG. His main objectives now are to protect the brand’s premium position, build on its 6% share of the UK market and maintain sales growth in a difficult climate. Chambers has already made significant changes to the brand’s marketing, abandoning the familiar, black-and-white ads in favour of animation, starting with an integrated campaign for the marque’s A6 Avant model. It seems to be working: according to the Society of Motor Manufacturers and Traders, the brand sold 14% more new cars in the UK in 2011 than 2010.
Deals and deeds Chambers expects to increase investment in marketing this year by 15%, with the roll-out of four major above-the-line campaigns and an increased focus on the digital customer journey.
This has been a busy year for Harrison as Kellogg tries to win share in a competitive market. Now settled into the role he took over permanently in December 2010, Harrison is taking the brand further into the digital space with last year’s launch of the My Special K digital platform, intended to help women to manage their weight. With the aim of making female consumers feel more connected to the brand, the platform’s launch formed part of its strategy to reach more consumers by adding value.
Innovation Last October, Kellogg launched its Help Give a Child a Breakfast campaign, under which it backed 500 schools nationwide to help keep breakfast clubs open. It also recently signed a year-long deal with Netmums to promote its healthy cereals range.
David must be enjoying her time at the helm of William Grant & Sons, the independent drinks company. Its latest annual figures show that she steered the company to a healthy group operating profit of £132.4m for 2010, up from £103.6m the previous year, on a turnover of £951.5m (up 14%). The group, which houses the Sailor Jerry’s, Glenfiddich and Hendrick’s brands, has invested heavily in marketing, often through innovative digital initiatives.
Deals and deeds William Grant & Sons felt confident enough this year to start work on constructing a new distillery in Tullamore, Ireland. This development underpins its commitment to whiskey brand Tullamore Dew, annual sales of which are growing at more than 15%. The £35m investment will bring whiskey production back to the town for the first time since the original distillery closed in 1954.
And another thing ‘The only place we are going is up,’ says David.
Following the departure of Helen Page, Matheson has assumed the role as top marketer in RBS’ retail banking business. Keen to turn around the bank’s reputation, Matheson has taken some bold steps, with a major group marketing restructure across RBS’ retail banking business announced in February. This involved the departure of several senior marketers, including RBS and NatWest brand director Charlie Smith and head of marketing communications Richard Blyth.
Deals and deeds Under Matheson’s lead, the bank is increasing its focus on digital marketing. In November it announced it was turning to social media to expand its ‘helpful banking’ positioning, with a social CRM initiative that will allow consumers to give feedback on banking with its NatWest and RBS chains.
Power, an engaging and high-profile marketer, left her post as UK and Ireland marketing director at Burger King in January as part of wider cuts. Her four-year tenure at the fast-food chain was notable for her use of edgy advertising, which at times eschewed TV in favour of email-driven marketing. Power oversees brands including Matrix, Pureology and L’Or_al Professional in her current role.
And another thing Before joining Burger King, Power had never tried a Burger King meal in her life, let alone been in one of its fast-food outlets. However, as part of the job, she made a point of eating a Burger King meal at least twice a week, and when Marketing interviewed her, she insisted on meeting at a Burger King restaurant, where she ate a selection of its latest products.
The closure of the COI and cut in adspend under the coalition government means that spearheading government marketing carries far less power than in the past. Grey still has a lot on her plate, however, as she oversees the bedding in of restructured marketing hubs across Whitehall and the Government Communication Centre, which is taking on some of the tasks formerly covered by the COI.
Innovation Putting together the first ever cross-government communications plan is top of her agenda.
And another thing She has worked for a variety of corporate clients - including McDonald’s, Toyota and BT - during her time working agency-side in PR.
It has been a busy year for McGill, who has been working hard to push the Xbox 360. The brand has made entertainment services such as Sky Player, LoveFilm and, most recently, BBC iPlayer available through Xbox Live. McGill also recently brokered a six-figure sponsorship deal with Cartoon Network, promoting games such as Kinect Sports: Season Two, following similar deals with Sky and Disney.
Innovation The Xbox became the first and so far only console to offer instant streaming of HD movies and McGill is adamant that digital media is the way forward for entertainment.
Younes assumed his current role at Carlsberg in February 2009, but the Denmark-based marketer has really made his presence felt in the past year. He has been a key figure behind Carlsberg’s international makeover, as the brand focuses on its heritage in an attempt to revive sales. It ditched its ‘Probably the best lager in the world’ tagline in some markets for ‘That calls for a Carlsberg’, with fresh packaging and marketing rolled out globally.
And another thing Younes has an MBA in general management from Harvard Business School.
Agambar has climbed four places, having transformed Associated Newspapers’ CRM strategy with the launch last May of the Mail Rewards Club for the Daily Mail and The Mail on Sunday. The scheme had signed up 600,000 readers within three months of its launch.
Deals and deeds The Mail Rewards Christmas Club, launched last September, is the first of several initiatives rolled out on the back of member feedback and customer insight.
George has kept a relatively low profile over the past year and slips slightly in the rankings. He oversees group marketing, group corporate affairs, group medical and last year was responsible for the ‘Helping you find healthy’ campaign in the UK.
Deals and deeds George was involved in the launch of the Bupa brand in Australia last year, which now has more than 3m members.
Thomson is taking Pepsi’s beverages portfolio to new heights, as reflected by her jump from 82nd place in last year’s Power 100 list. Pepsi recently entered the UK’s list of top 10 grocery brands for the first time, with sales rising to £328.7m for the past year. The use of sports stars is set to bring more consumers to the Pepsi Max brand with its latest campaign featuring footballers such as Lionel Messi and Didier Drogba.
Innovation PepsiCo has brought its technology programme, PepsiCo10, across the Atlantic in a Europe-wide search for 10 entrepreneurs to develop fresh ways to engage consumers.
Trueman joined MasterCard from LG Electronics last June, and his consumer brand experience has brought a breath of fresh air to its marketing. Trueman has spear-headed a raft of experiential activity in the past few months.
Innovation MasterCard’s ‘Priceless’ campaign relaunched in September last year, offering customers exclusive offers at partner attractions.
McQueen has led an effort to win customers that seems to be paying off: Nationwide announced last November that profits were up 17% for the six months to 30 September. He took up his current role at Nationwide a year ago, devising a fresh marketing strategy.
Deals and deeds Last year, McQueen launched a review of the bank’s direct marketing agency arrangements, and unveiled a fresh brand strategy, ‘On your side’. In January, Nationwide rolled out its first promotion for mortgage products in five years as part of the strategy.
Starbucks climbs more than 20 places in the Power 100 this year. Cranna was promoted from director of blended beverage to his current role in January. As a long-term Starbucks marketer, he is in prime position to develop ways to offer customers extra value and help the brand achieve its aim of opening about 300 extra UK outlets.
Innovation The brand launched its ‘pay by app’ initiative this year, which allows iPhone owners who are members of the chain’s loyalty-card scheme to scan a unique barcode on their mobile at the till that charges their account.
Slater’s promotion last December from marketing director at Costa Coffee to managing director of Costa Enterprises, which houses the brand’s high-growth businesses, has pushed him up the Power 100 rankings. The coffee brand continues to give Starbucks a run for its money, and that is largely down to its investment in customer-insight led operations. The brand’s Costa Coffee Club has grown its member base to more than 6m in the two years since it launched.
Innovation The addition of a flat white option was added to the Costa menu in 2010, reportedly boosting sales by 7%.
Despite an action-packed 2011, Ford’s UK market share dropped slightly to 12.3% in December. Ireson, who replaced Mark Simpson last summer, is leading a strategy shift to make technology ‘more emotional’ through experiential marketing. The launch of a global drive invites fans to submit ideas and short videos of ‘real world challenges’ via Facebook that will later form campaign content.
Innovation Last year Ireson formed a partnership that allows the brand to use MSN’s Film-strip ad format to create interactive ads. The insurance brand has undergone major changes, rebranding to Direct Line Group in February ahead of its sell off by RBS Group. Vlemmiks joined in January from British Gas to oversee its centralised marketing department. His remit is to ‘create space’ between its brands, including Churchill, Privilege and Green Flag. All eyes will now be on him as the majority state-owned group prepares to sell.
Deals and deeds Churchill signed up actor Martin Clunes in December for a £50m push.
Nokia has undergone a major shift in focus from brand marketing to pushing the functionality of its smartphones in the past year. The launch of its first Windows phone, the Nokia Lumia, last October was accompanied by its biggest marketing drive to date - ‘The amazing everyday’. This was intended to drive demand for the phones among its target audience of 20-somethings.
Innovation Overman’s strategy for turning around Nokia’s fortunes involves inviting consumers to ‘co-create’ with the brand by sharing content they have created or experienced with their phones.
When the well-respected Barr joined The Co-op in January 2011 from MasterCard, she had a job on her hands to turn its fortunes around. While that work is not complete, she is working from the inside out to unify marketing across its divisions, and has made a raft of appointments, including heads of brand, strategy and insight, and digital. She has also set up two steering groups: a customer leadership team and strategic marketing board, to develop a group strategy focused on the customer.
Deals and deeds Barr is concentrating on building communities both through increased use of digital, and campaigns such as last year’s ‘Revolution’, which encouraged people to join the group and form their own Co-ops.
Wallis has become a key digital advocate, embracing ecommerce and social media, and stressing its importance to Domino’s business. The company recently revealed that half of its pizza sales are made via mobile devices. It took more than £1m in sales in one week through mobile transactions. Wallis has also been responsible for overseeing innovative brand building in this area, such as the recent ‘Reverse auction’ Twitter campaign and a TV ad to flag up a Facebook promotion.
Innovation At the end of last year, Domino’s rolled out a swish iPad app, created by Somo.
Stead has promoted EDF’s green credentials and secured a tie-up with the 2012 Olympics, while its price-fix campaigns have fostered an increase in customer numbers. However, its halo was dented slightly in March when it was ordered by Ofgem to pay back £4.5m as a result of improper marketing practices. Of this, £3.5m goes to customers struggling with fuel payments. The remaining £1m goes to the Citizen’s Advice Bureau’s campaign to encourage people to shop around for the best energy deals.
Innovation Stead is tackling the transparency issue with the April 2012 relaunch of EDF’s ‘Feel better energy’ positioning.
Despite celebrating LoveFilm reaching the 2m member-mark in January, new Power 100 entrant Morris has a battle on its hands to compete with this year’s new kids on the block, Netflix and the soon-to-launch Now TV from Sky. Morris is not afraid to get his hands dirty, however, and has pushed a shift in strategy from physical media to streaming. The brand launched LoveFilm Instant in December, promoting the benefits of its IPTV service over postal delivery. As a result, streaming overtook the physical delivery of films for the brand this February. Time will tell, however, what impact the departure of long-serving chief executive Simon Calder that same month, to join Mothercare, has on the brand’s fortunes.
Deals and deeds Morris struck content deals with BBC Worldwide and ITV in January as part of LoveFilm’s ongoing expansion strategy. The agreements were well-timed, coming ahead of the UK launch of Netflix. Ś
Nuttall, who was previously the head of marketing for BBC Two, Four and factual programming, left for MySpace in 2009, but was lured back in February from her position as head of strategy at ASOS. The former Marketing Society Young Marketer of the Year is one to watch; she has a reputation for the attention grabbing, and honed during her time working on E4’s Skins and Big Brother. Nuttall’s experience in digital and social media will play a key role in BBC One’s coverage of the Diamond Jubilee and the London Olympics.
Innovation Nuttall put online video at the top of the agenda while at ASOS, working with Bartle Bogle Hegarty to create the ground-breaking ‘Urban tour’.
After a period of major upheaval at Microsoft resulted in a global reorganisation last year, Snare was awarded the new role of chief marketing officer. Her wide remit includes looking after all consumer, trade and public sector marketing, across the range of Microsoft products from Bing to Internet Explorer, in addition to specialist marketing teams across the business.
Deals and deeds This year Microsoft was given the green light to acquire video-calling service Skype, in a deal worth $8.5bn (£5.2bn).
Ferrier left her post as chief marketer of Oxfam, to take the helm at Prince Harry’s development charity Sentebale in March. Widely predicted as the likely successor to Dame Barbara Stocking, the 60-year-old boss of Oxfam, her decision to move surprised many.
Innovation Ferrier was behind Oxfam’s groundbreaking ‘100% giving’ initiative last year, as the charity joined forces with PayPal, which agreed to pay the running costs of every online donation made to the charity.
Having spent 13 years at Coca-Cola, Goldin has brought a clear vision of how Revlon can regain its position at the forefront of affordable, high-quality cosmetics. It sounds simple, but Goldin has put her vision to paper, enabling teams around the world to focus their marketing. Now 18 months into the job, she has unveiled a fresh story-telling strategy, along with a string of fresh designer-packaged lines.
Innovation Under Goldin, Revlon has unveiled a fresh marketing strategy, and hired new global creative and media agencies.
Honda suffered a 20% year-on-year drop in UK new car sales in 2011, with market share falling to 2.6%, partly caused by a gap between model launches, as well as supply issues due to natural disasters in Japan and Thailand. Moll’s priorities now are doubling annual new vehicle sales to 100,000 in the UK and improving market share.
Deals and deeds To get customers to engage with Honda, Moll is overseeing the development of a personalised digital platform.
Gordon netted the top job at Kao, which encompasses the John Frieda, Jergens and Bior_ brands last month. It has been a quick ascent for the well-respected Gordon who became marketing director of the John Frieda brand only last September.
Innovation New product development and digital innovation have been top of the agenda at John Frieda, which has been a trail-blazer when it comes to reaching out to bloggers. In March the brand launched the Full Repair range, for damaged and overworked hair.
Wood faces several challenges, reflective of a tough year for Tesco, which included poor Christmas sales and its first profit warning in two decades. His brief is to lead a revamp of its UK marketing, after its ‘Big price drop’ campaign was slated in some quarters.
Deals and deeds Wood’s first step is the replacement of the Tesco Value range with Everyday Value.
George is overseeing Mercedes-Benz’s efforts to win over 25 to 44-year-olds. Having joined from VW last May, and with the brand announcing a raft of launches this year, he has an instrumental role in developing ways for Mercedes to attract this audience. It seems to be working: the marque has maintained its best market share to date of 4.8% this year.
Innovation The car marque hosted a virtual versus reality racing initiative at Mercedes-Benz World last year.
ASOS marketing director Clare Dobbie departed last year, with the brand’s corporate strategist Terri Westlake stepping in as interim marketing chief in March. Robertson is now concentrating on international expansion; ASOS has already created dedicated sites for the French, German and US markets.
Deals and deeds The ASOS Fashion Finder and Facebook Shop launched last year.
Cristofoli has settled into his role and has firmly put his mark on the brand’s marketing activity. In spring 2011, Debenhams ran its first brand campaign for four years, followed by a multi-million-pound marketing campaign promoting its autumn/winter range. The emphasis since has been on reminding customers of its relationship with big-name designers. Cristofoli also introduced ‘Life made fabulous’ as a fresh strapline for its September campaign.
Deals and deeds Cristofoli has made the brand more ‘multichannel’, and online, in-store and mobile sales in the first 43 weeks of the financial year were up 77% year on year.
Johnson has dropped nine places in the Power 100 list since last year, but his commitment to stabilising the Thomas Cook brand in the wake of a dire financial situation is impressive. Its latest campaign, featuring the song Wonderful World by Joey Ramone, is a bold way to attempt to brush off the downturn.
Deals and deeds Thomas Cook began its turn-around on Boxing Day last year, kick-starting the travel industry’s marketing season with a series of destination-focused ads.
When an exclusivity deal with John Lewis expired last July, it meant Waitrose could deliver its own products within its M25 heartland. This resulted in the brand battling to win customers, while capacity constraints and lower sales growth led to a fall in share price. The challenger brand fought back with the launch of the Ocado Saving Pass, and also recently announced price cuts.
And another thing Gissing was a member of Oxford University’s exclusive Bullingdon Club.
Lloyd’s task is to persuade wary consumers to join Virgin Money. It has taken some steps in the right direction with its not-for-profit online fundraising site virginmoneygiving.com, which has helped raise more than £100m for good causes. However, it blotted its copybook in March when it raised interest rates by approximately 50% on its credit cards.
Deals and deeds Virgin Money acquired Northern Rock at the beginning of 2012 and also announced a two-year shirt sponsorship deal with Newcastle United.
Bateson’s defection from ITV to YouTube in 2009 was considered a coup for the video-sharing site. Last year, YouTube embarked on its first above-the-line ad campaign, to promote its film-rental service. In February it launched a digital and outdoor music campaign, and has more in the works. Bateson must play a crucial as the brand expands.
2011 may have been an annus horribilis for the Rugby Football Union (RFU) but with the World Cup being held in England in 2015, Goldschmidt is a marketing force to watch. Of particular note has been the RFU’s commitment to increasing its digital work. With stints at the National Basketball Association and the Women’s Professional Tennis Association under her belt, Goldschmidt is one of the most well-rounded sports marketers in the business.
Deals and deeds The RFU signed up BMW on a four-year sponsorship deal. The marque replaces Land Rover as the union’s official vehicle partner.
The phone-hacking scandal has made it an unpleasant 12 months for Vanneck-Smith. The launch of The Sun's Sunday edition was a marketing milestone for the News International brand, which must work to regain consumers’ trust.
Deals and deeds Last month, News International appointed Grey, M/SIX, OgilvyOne and Ogilvy Change made from the WPP agencies involved in the closed pitch for its business.
A drop of 13 places for Glenn and Iglo this year, with work still to be done on changing perceptions of frozen food among its target audience of mums. To this end, the brand is developing a multichannel marketing strategy offering recipe suggestions and highlighting the health benefits of its products.
Deals and deeds Bird’s Eye appointed retail specialist marketing agency Live & Breathe to review the brand’s marketing for its full range.
Rigby, a former adman, has been busy overseeing United’s strides in social media this past year. The club was one of the first brands to launch a timeline on Facebook, while it has also decided to build its own branded global social network and media outlet.
Innovation With content from ManUtd.com, MUTV, Inside United and one of the fastest-growing Facebook pages in history, the club’s media footprint is increasing on a daily basis.
Woolfenden has kept a relatively low profile since he joined Paddy Power in December. The former global brand director at Bacardi is well-known in the industry for his passionate and decisive nature. A well-rounded marketer, his financial background places him in a strong position for a chief executive role.
Innovation Woolfenden used his time at Bacardi to spearhead a fresh approach to analytics and ROI.
A series of problems including service outages and poor sales of its Playbook last year mean RIM began the year facing major challenges. Despite this, BlackBerry remains popular in the UK among young people and business customers. Under O’Neill, it is fighting back with a renewed focus on business users.
Deals and deeds The company’s BB10 operating system is due to launch this year, with O’Neill leading the brand’s social-media-driven, ‘biggest ever’ marketing campaign to promote it.
Win or lose at London 2012, Bolt is the Olympics’ answer to David Beckham. Last August he signed the biggest sponsorship deal in athletics history when he extended his contract with Puma to 2013. Having worked with Puma since he was just 15, the deal is one of the most enduring in sports sponsorship.
And another thing Jochen Zeitz, the chairman and chief executive of Puma, says that Bolt could achieve a similar profile to David Beckham. ‘He connects to the fans in a unique way, and not just in the stadium,’ he says.