Molly Fleming
Marketing Week Mag
United Kingdom
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Past articles by Molly:
'You'll be out of business in six months': How EasyJet proved the doubters wrong
Twenty-five years on, EasyJet’s third employee looks back at how a mixture of bombastic ads and guerilla marketing helped the airline overcome its 'David versus Goliath' struggle. → Read More
‘We’re building the plane while flying it’: AB InBev on the growth of its in-house agency
AB InBev's in house agency draftLine has quarupled in size since it began in 2019 and is now setting its sights on a new test and learn lab. → Read More
Why Mercedes-Benz ditched the corporate stereotype to get the most from its marketers
Mercedes-Benz UK marketing director shares how new ways of working are helping the luxury car brand improve creativity and why innovation comes from people saying 'yes' more than they say 'no'. → Read More
Marketing industry renews efforts to tackle sexual harassment ahead of office return
Ad land’s response to #MeToo aims to ensure office life in 2021 avoids a return to an “old normal” with a refreshed code of conduct and training. → Read More
Why Coca-Cola used 2020 as a ‘catalyst for spring cleaning'
Coca-Cola's chief financial officer explains how the company is balancing leveraging scale with more 'intimate' marketing efforts. → Read More
Coke's marketing boss on Christmas, brand culls and what makes a good marketer
In an exclusive interview, Coca-Cola UK marketing boss talks about the challenges of 2020 and why the soft drink maker has had to be "braver" than ever before. → Read More
Sky and Unilever back industry initiative to address climate crisis – Marketing Week
The industry has launched Ad Net Zero, which calls for brands and agencies to commit to a five-point plan to reduce CO2 emissions. → Read More
How Covid-19 has shaken-up L'Oréal's digital plans
L'Oréal's ecommerce business has almost doubled during the pandemic as shoppers seek beauty products online. → Read More
Walkers on why the nation needs LadBaby and some ‘light relief’ this Christmas
Walkers is eschewing a TV spot and upping its investment in digital for this year's Christmas campaign as it argues it is not appropriate to have "a big splash of celebrity" this year. → Read More
Almost half of marketers expect job cuts in the next three months – Marketing Week
While job prospects have improved slightly compared to three months ago many more companies are still expected to cut staff than hire. → Read More
From periods to menopause: How marketers are challenging the 'last taboos' – Marketing Week
Marketing taboo products can be tricky with communications playing a key role in education, but restrictions can foster greater creativity. → Read More
Former McDonald's UK CMO Gareth Helm joins HomeServe
Helm will work across six countries and multiple brands to help HomeServe in its aim to become the most trusted provider of home repairs and improvements. → Read More
Waitrose versus M&S: The brand battle for Ocado shoppers
As M&S and Waitrose battle it out for Ocado shoppers, which brand will come out on top? → Read More
Marketers underestimate the role of creativity in effectiveness
New research from Kantar finds that marketers are overestimating the impact of factors such as brand versus performance and multimedia, and underestimating creativity and brand size when it comes to ad effectiveness. → Read More
'We have food like no other': Waitrose joins battle for Ocado shoppers
Hot on the heels of M&S's, Waitrose is launching a campaign that aims to convert Ocado shoppers to the retailer ahead of the end of their 18-year partnership next month. → Read More
M&S focuses on price in new campaign ahead of Ocado launch
As Marks & Spencer prepares to launch its Ocado partnership next month, the retailer wants to encourage more families to do larger grocery shops with it rather than rivals. → Read More
More productive but less training: How marketers have been working in lockdown – Marketing Week
While 64% of marketers say they are as productive working from home as in the office, less than half have received any form of virtual training during lockdown. → Read More
Kimberly-Clark 'solidifies' marketing investment as Huggies embarks on a new strategy
Huggies is launching a two-part strategy to appeal to a wider range of ages and increase penetration, as its owner Kimberly-Clark commits to investing in and growing its brands despite the pandemic. → Read More
Avoiding the long, slow death: How Coca-Cola's brand cull will help it bounce back from Covid-19
Threatening to cut up to 200 'zombie' brands might sound drastic but coronavirus provides companies with the opportunity to scrutinise their financials and clarify their strategies, if they are willing to take it. → Read More
McDonald's cuts UK CMO role as Gareth Helm departs
The resignation of McDonald's UK CMO has prompted a rejig of the marketing team as it looks to build business momentum with coronavirus lockdowns easing. → Read More