Niamh Carroll

Marketing Week

Klarna CMO to depart after nine years

By: Niamh Carroll

David Sandstrom is credited with building the Swedish fintech into “one of the most recognised brands in global finance”.

Marketing Week

Trainline, Virgin Atlantic and RED Driving School in ‘drip pricing' probe

By: Niamh Carroll

The CMA is investigating whether the businesses failed to make the full price clear to consumers at the beginning of their transaction.

Marketing Week

Klarna CMO: Too many brands ‘drink the Kool-Aid' on the idea of ‘fandom'

By: Niamh Carroll

Brands that talk about driving fandom and being part of pop culture are misguided, says Klarna's CMO, who argues they should focus on being true to themselves.

Marketing Week

‘Possibilities are endless': Fanta on its quest to become an ‘entertainment brand'

By: Niamh Carroll

Rather than tapping into Halloween through collaborations, Fanta is aiming to establish a long-term “entertainment” platform with its own IP.

Marketing Week

‘Building around our philosophy': Klarna's outgoing CMO on a decade of expansion

By: Niamh Carroll

As Klarna CMO David Sandstrom prepares to depart, he reflects on growth, the relationship with product and going “too hard” on performance marketing.

Marketing Week

‘Fundamentals paying off': What KitKat learnt from going viral

By: Niamh Carroll

KitKat's viral ‘Heist' activity earlier this year came about after the team quickly spotted an opportunity, but was made possible by decades of brand building.

Marketing Week

A mandate to reclaim iconicity: Inside the new £4m Hovis campaign

By: Niamh Carroll

Hovis is launching a £4m campaign designed to ‘shore up the core' of the brand, as its new owners signal intent to invest against the backdrop of a declining category.

Marketing Week

From ‘better for you' to ‘better than anything': How Proper Snacks is growing ahead of the category

By: Niamh Carroll

With Proper Snacks, which owns the Proper and Eat Real brands, consumers don't have to trade-off between health and joy, says CMO Sandie Dilger, something that is helping it outpace category growth.

Marketing Week

‘Look bigger business picture': Marketers on the push and pull of price promotions

By: Niamh Carroll

With many brands seeking to both maintain their price positioning versus rivals and deploy promotions, the relationship between the two must be carefully considered.

Marketing Week

How Strava has scaled without running away from its core

By: Niamh Carroll

From casual dog walks to ultramarathons, millions of activities are logged on exercise app Strava every week.