What a wonderful case study in defence of focus groups the Rover 75 campaign has turned out to be. The market research industry, initially put on the back foot by this very public attack, may now hold its collective head up, rosy-cheeked rather than beetroot-faced following news of disappointing sales. Rejected by focus groups and rejected by the population as a whole, or was the Rover 75 designed to backfire?
Nick Gendler
K D Consulting
Mayfair
London W1
As “greenshoots” of economic recovery appear, marketers are shifting focus to promotions, events and direct marketing, according to the latest IPA Bellwether report.
Saga cut marketing spend by £4.2m in 2024, pausing investment in some areas of its insurance business in a challenged market.
Despite revenues falling 18% year-over-year in the six months to March, Asos’s CEO insists the retailer is “delivering” against its turnaround plan.
Puma’s leadership team has been waiting for the moment the brand would “invest differently” in marketing, something top marketer Richard Teyssier is confident it is doing with new teams, fewer activations and bigger brand investment.