P&G vs PUMA

Marketing Org Charts: Why Domains Replace Brands and Channels

Marketing organizations repeatedly redraw their org charts as business needs evolve. The article traces the shift from brand management, to channel-centered structures, to lifecycle-based teams, and now to domain-driven design. It argues that brand and channel structures lead to duplicated capabilities and costs. Domain organization, borrowed from software engineering, groups teams around business capabilities like personalization, pricing, and loyalty, which can be shared across brands and channels. This approach requires a strong data and technology foundation and an enabling layer for adoption. Examples from Amazon, ING, and Mondelez illustrate domain structures in practice. The article notes that domain structures are not universally applicable and require trade-offs in accountability and coordination, but are increasingly relevant with AI adoption.

• P&G's Neil McElroy proposed brand management in 1931.
• Amazon uses domain ownership with two-pizza teams and single-threaded owners.
• ING restructured 3,500 employees into 350 cross-functional squads across 13 tribes in 2015.

Newman's Own CMO Rebalances Product and Purpose Strategy

Adweek profiles Newman's Own and its new CMO, Mark Anthony Edmonson, who is repositioning the brand to lead with product quality rather than charity. The article recounts the brand's 1980 founding by Paul Newman and A.E. Hotchner, its roughly $600 million in donated profits, and its second-place ranking among U.S. food brands in Time's World's Best Brands. Edmonson, a veteran of Campbell's and P&G, introduced the tagline 'Great Ingredients. Greater Purpose.' to bridge the gap between purpose-driven marketing and actual purchase behavior. The piece argues that while purpose can drive trial, product quality drives repeat purchases, and that brands such as Patagonia and Ben & Jerry's are poor templates because their social missions were foundational rather than retrofitted.

• Newman's Own has raised over $600 million for charity since its founding.
• The brand ranks second among U.S. brands in the food category of Time's World's Best Brands.
• Mark Anthony Edmonson is Newman's Own's new CMO, with prior experience at Campbell's and P&G.

Lindt's Jaideep Pamani: Clarity and Consistency Are Brands' Superpowers

Jaideep Pamani, Marketing Director at Lindt & Sprüngli and juror on The Drum Awards Festival Advertising jury, argues that long-term brand value is built through clarity, consistency and the use of Distinctive Brand Assets rather than constant reinvention. Drawing on experience scaling Lindt, Duracell and P&G, he recommends investment in consistent, global creative campaigns that evolve existing strengths to meet current consumer needs. Pamani sees AI as useful for reducing operational load on routine tasks but not a replacement for authentic human creativity and judgment. He advises marketers to define core objectives, keep messaging focused, and combine boldness with agility to succeed in uncertain environments.

• Jaideep Pamani is Marketing Director at Lindt & Sprüngli.
• Pamani served as a juror on the Advertising jury for The Drum Awards Festival.
• He recommends investing in consistent, global creative campaigns and leveraging Distinctive Brand Assets for long-term growth.

PUMA CCO Matthias Baeumer to step down from Management Board

PUMA announces that Chief Commercial Officer Matthias Baeumer will step down from the Management Board, effective as of the announcement date. This is a significant executive leadership change.

PUMA appoints Steve Cecchini to lead global Sports Marketing

PUMA has appointed Steve Cecchini to lead global Sports Marketing, as announced on the newsroom page. This follows the departure of Johan Adamsson, VP Global Sports Marketing & Sports Licensing.

Tom Noble builds wine brand in public, crowdsources opinions

British entrepreneur Tom Noble, previously behind viral coffee chain Flat White or F*ck Off, is now building Chateaunoble, a wine brand, publicly on LinkedIn and Instagram. After the coffee venture's financial struggles, he pivoted to wine, sourcing 150 bottles for £4,600. He uses social media for market research, adjusting strategy based on follower feedback. Noble aims to leverage his growing creator profile to drive sales, with plans for a podcast and even an airline idea. His approach highlights the blurred line between content creation and real business, emphasizing that views don't equal revenue.

• Tom Noble founded Chateaunoble, a wine brand, after the coffee venture Flat White or F*ck Off made £5,500 against £27,000 costs.
• He spent £4,600 to acquire 150 bottles of wine, with potential revenue of around £7,000.
• Noble reached 46,000 Instagram followers and 30 million views for Flat White or F*ck Off.