Barclays is supporting its sponsorship of the Premiership with Spaces for Sport, a &£30m initiative to support grassroots football. It will be run in partnership with the Football Foundation and Groundwork, and brings Barclays’ total investment in football to &£87m.
Marketing boss Richard Warren claims boards see advertising as a running cost, meaning marketers shouldn’t “cloak” campaigns in the word “investment”.
Overall digital advertising spend grew 11% in 2023 to £29.6bn, according to data from IAB and PwC.
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.