Growth in personal care does not happen by chance. It requires a balance between building on what is already strong and daring to try what is new. For Laurens-Jan Duvigneau, General Manager Beauty & Wellbeing Benelux at Unilever, this means balancing a solid core focus with the agility to innovate and explore new media approaches. In this article, he shares how Unilever Personal Care is reshaping its growth strategy — from protecting the core to embracing a social-first minds

Brand growth is often seen as a mix of strong marketing, innovation, and consumer engagement. However, according to Sunita Sharman, Head of Business Intelligence UK & Ireland at Ferrero, execution plays an equally critical role. Distribution, in-store visibility, and last-mile execution can determine whether a brand thrives or disappears.   In this interview, Sunita shares her insights on the fundamentals of brand growth, the role of innovation, and how AI is shaping the futu

When everyone already knows your brand, the challenge is no longer awareness; it’s affection. For Hanneke Berghoef, Head of Marketing at Audax Retail, the company behind Bruna and Read Shop, brand growth starts with building an emotional connection. In this interview, she shares how Bruna is working to evolve from a “cold” brand into one that people love, despite limited budgets, legacy store formats, and the changing dynamics of retail media. From Well-Known To Well-Loved Fe

What does it take to grow a brand in a category dominated by private labels, shifting consumer habits, and ever-increasing commercial pressure? For Jeroen Stirnberg, Marketing Director at GranFood, the answer lies in disciplined decision-making, sharp consumer relevance, and unwavering strategic clarity, not in flashy campaigns or chasing trends. In this conversation, Jeroen shares how Grand’Italia, the Netherlands’ leading pasta and sauce brand, navigates brand growth throug

Taylors of Harrogate, the family-owned company behind the UK’s number one tea brand, Yorkshire Tea, sells tea and coffee in 50 countries...

Managing hundreds of SKUs with a lean team might sound like a logistical nightmare to some, but for Aleks Fiege, Marketing Director at...

“Travel retail is a dynamic, fast-growing industry, and still thrives on relationships and visibility,” says Berend-Jan van Egmond, Head of Global Travel Retail at Cloetta. In a sector where traditional shopper data is limited and buying behaviours differ from domestic retail, Cloetta has managed to carve out a path to growth through clarity of purpose, in-store innovation, and a sharp focus on understanding the mindset of the modern traveller. At the heart of this strategy i

In the advertising world, the role of creativity is both celebrated and scrutinised. With budgets under pressure, channels multiplying,...

What does it mean to be a loyal customer? And more importantly, what drives that loyalty in the first place? We often look to commercial brands for the answer, but the insights from Dansk Erhverv, Denmark’s second-largest business organisation, offer a surprisingly fresh perspective. In a recent conversation with Annette Bentzien Bastidas, Data Analysis and Insights Manager at Dansk Erhverv, we explored how a trade organisation with no traditional “products” to sell builds me

Brand activation is evolving, shifting from short-term sales drivers to essential tools for long-term brand growth. In this interview, we speak with Sanne Demir, Communication & Behavioural Strategist at De Combinatie van Factoren (DCVF), a Dutch activation agency known for combining creativity, behavioural science and retail design into impactful brand experiences. From developing concepts to 3D retail design and production, DCVF helps brands bring their strategies to life w

As a subsidiary of the Otto Group, one of the world's largest retail and e-commerce companies, Otto is a leading e-commerce platform...

Jaarbeurs, based in Utrecht, Netherlands, is a renowned venue for trade fairs, congresses, and events, attracting over 2.4 million visitors annually. Beyond hosting events, Jaarbeurs is committed to driving sustainability and fostering community impact. In this interview, Marloes van den Berg, Chief People and Sustainability officer at Jaarbeurs shares how the company integrates sustainability into its operations, balances environmental goals with social responsibility and en

In today’s evolving media landscape, Unilever is exploring innovative ways to strengthen brand growth through a balanced and data-driven...

P assaSports is on a mission to become Europe’s leading online sports specialist. Born from the merger of two e-commerce companies, it...

WallDecaux is a premium supplier of OOH advertising in Germany. The company is strongly expediting digitalisation and innovation of...

In a world where data-driven decision-making is becoming the standard, Unilever is pushing forward with ambitious initiatives to transform its marketing strategies. In this insightful conversation with Frank Jobse, Digital Media and Commerce Measurement Lead for Nutrition at Unilever, he shares how the company is leveraging sophisticated data tools and navigating the challenges of balancing short-term sales with long-term brand growth. He further delves into Unilever's journe

Semper idem Underberg AG is a family-owned German company renowned for its premium spirits, including the iconic Underberg herbal bitter, Asbach brandy and the cachaça  brand Pitú. The company was established in 1846 and the name element "Semper idem" (‘always the same’), underscores both the herbs’ consistent, gentle extraction process and the high-quality standards of the products and the brands. With a history of over 178 years, the company remains committed to tradition w

Fostering sustainable brand growth requires a blend of strategic insight, cultural awareness, and data-driven decision-making. At the forefront of this challenge at BSH is Patrick Riedemann, Head of Consumer and Market Intelligence within the Corporate Marketing division. From his corporate perspective, Patrick provides a holistic view of market and consumer intelligence, ensuring that BSH’s strategies align across regions and brands, adapting to local market nuances. In this

In an insightful discussion on Unilever’s approach to market growth and promotions, Ashwien Bisnajak, Consumer and Market Insights Lead at Unilever reveals how the company strategically balances brand building with the realities of modern retail and consumer expectations. Unilever adapts to drive both short-term sales and long-term brand loyalty by investing in promotions, and retail media, and tackling challenges, including margin management and category stewardship, while f

Tchibo, a prominent coffee and lifestyle retailer, has successfully implemented its full business model in Slovakia and Czechia, establishing itself as a market leader in both coffee and a leading brand in non-food retail. Known for its adaptable approach, Tchibo operates dedicated retail stores, an extensive webshop, and a network of depots in CZ as well as in Slovakia. In this interview, Steffen Saemann, Marketing Director Tchibo in Slovakia and Czechia, shares insights int

Verstegen, a well-established Dutch family business since 1886, is known for its high-quality herbs, spices, marinades and sauces which have become staples in homes and restaurants across the Netherlands and beyond. Currently embarking on an exciting repositioning phase, Verstegen is not only refreshing its visual identity but also amplifying its commitment to sustainability and meaningful connections with consumers. Leading this transformative journey is Jeroen Provoost, Ver