BYLN:
Parcel carrier UPS is launching an estimated 20m pan-European through-the-line drive to raise awareness of its next-morning delivery service for European and North American shipments. ‘The thrust is not just to talk about guaranteed service but to own it,’ says UPS advertising manager Larry Bloomenkranz. The TV, radio and mail push is by McCann-Erickson. The UK side of the account is worth 4m.
Chief brand officer Ije Nkoworie, who takes over as CEO next year, says marketing can get distracted by trends and risk preventing customers discovering product.
Rather than only prioritising training for their teams, marketing leaders should carve out time for learning and rethink what ‘upskilling’ really means.
Analysing £1.8bn of media investments across the UK, a post-Covid/Brexit advertising effectiveness study found profitability varies greatly by media, with TV the greatest driver of overall profit volume.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.