The P&G Formula for Growth: Taide Guajardo on Consumer Obsession | Festival of Marketing
The video features Taide Guajardo outlining Procter & Gamble’s growth playbook, which hinges on an almost fanatical obsession with the consumer. By continuously probing unmet needs and the underlying "job to be done," P&G seeks to design products that solve real problems faster and more delightfully. Guajardo emphasizes that the company’s “magic formula” – superior product, innovative packaging, flawless retail execution, compelling communication, and clear value – is only effective when anchored in shifting consumer behavior and the broader economic climate. He cites the classic "faster horse" anecdote to illustrate the need to listen beyond surface requests and focus on the functional outcome consumers desire. The speaker highlights that during periods of stagnant market growth, the consumer‑first mindset becomes even more critical. He notes that recent macro‑economic headwinds have forced P&G to re‑evaluate its portfolio, accelerating investments in categories where consumer demand is evolving. For marketers and investors, the takeaway is clear: relentless consumer insight drives product relevance, fuels category expansion, and safeguards growth when organic market momentum wanes.
10 Tips for Better Marketing with PwC Global CMO Antonia Wade | Festival of Marketing
Antonia Wade, PwC Global CMO and Marketing Week’s Marketer of the Year, delivered a rapid‑fire rundown of her top ten recommendations for modern marketers. She framed the advice around a hierarchy: first act as a business leader, then as a marketer,...
‘One Version of the Truth’: How M&S Used Insights to Transform Its Summer Woes
Marks & Spencer (M&S) tackled its chronic summer fashion underperformance by leveraging a deep consumer‑insight project with Basis Global. The insights team created a unified “one version of the truth” using a ‘Moments Framework’ that captured customers’ emotional drivers rather...
Special Episode: Generations, Discovery and the Future of Marketing
The Marketing Week podcast episode explores how generational differences shape media consumption, advertising, and the future of marketing, questioning whether age‑based segmentation still serves brands in an AI‑driven landscape. Experts highlight that while age once provided a useful shorthand, today data‑rich,...
Why Progression Is a ‘Win-Lose Game’ for Marketing Mums
The 2026 Marketing Week Career & Salary Survey reveals that 44.6% of marketing mums say parenthood has damaged their career progression. The research also shows 35.6% of these mothers avoided applying for new roles and 14.1% were pushed into more...
Post Office Hires Former Channel 4 Marketer for Expanded Marketing Role
The Post Office has appointed Amber Kirby, former Channel 4 marketing director, as its new marketing and digital director. Kirby will oversee insights, marketing strategy, and digital initiatives, succeeding David Enwright. The hire follows a period of reputational damage from the...
Aldi Marketing Director Kyrsten Halley Departs
Aldi’s marketing director Kyrsten Halley has left after two and a half years to launch a boutique consultancy aimed at delivering bold, commercially‑driven campaigns. She will also expand her non‑executive role at the British Horseracing Authority. Laura Conlon stays as...
Don’t Go Chasing Waterfalls: Why We Need a Better Metaphor for Demand
The article argues that the Marketing Qualified Lead (MQL) and its waterfall funnel metaphor have become entrenched in B2B despite growing criticism. It contends that the model reduces buyers to numbers and overlooks their agency, leading to misguided marketing tactics....
Nutrition Startup Zoe ‘Stunned’ as ASA Upholds Ad Ban over ‘Misleading’ Claims
The UK Advertising Standards Authority (ASA) has upheld its ban on a Facebook ad for Zoe’s Daily30+ supplement, rejecting the company’s appeal. The ad claimed the product contained no ultra‑processed foods, a statement the ASA judged likely to mislead consumers...
Currys on Why Channel 4’s Subtitles Mandate for Ads Is a ‘No Brainer’ for Inclusivity
Channel 4 has mandated subtitles on all new TV ads, pushing brands toward greater accessibility. Currys, praising the move, added closed captions to its “The Sigh of Relief” campaign, citing a potential reach of 18 million UK viewers with hearing loss. The...
Advocacy vs Advertorial: Brands on Bringing ‘Storytelling’ to Influencer Gifting
Influencer gifting remains common, yet its impact is waning as audiences detect inauthenticity. A Socially Powerful survey shows 93% of marketers send free products, but only 19% receive genuine advocacy and 35% blame creator fatigue for declining effectiveness. Brands such...
The Marketing Week Podcast: ServiceNow CMO on Challenging the Status Quo in B2B Marketing
ServiceNow’s chief marketing officer Colin Fleming, a former Red Bull racing driver and long‑time Salesforce executive, joins the Marketing Week Podcast to discuss shaking up B2B marketing. He argues that Salesforce’s heavy focus on sales alignment weakened its brand, prompting...