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Mark Ritson: Comparing TV audiences to digital views is utter nonsense
Mark RitsonThere is an urgent need to translate digital views into TV audiences and vice versa otherwise brands will continue to be misled by thin digital video viewing estimates.
Mondelez on its shift away from ‘interruptive TV ads to creating content that makes money’
Leonie RoderickMondelez is launching a new marketing model that aims to improve the return on investment of its global media spending, placing a big focus on original content and brand partnerships as it looks to fight growing consumer appetite for ad blocking.
Efficient marketing and CMO tenure: Your Marketing Week
Lucy TesserasAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the impact of marketing budgets being cut to the value of longevity, it’s been a busy week. Here is my take.
Netflix subscribers climb after password sharing crackdown
Grace GollaschNetflix says it will stop reporting subscription numbers, instead looking at engagement as a key indicator of customer satisfaction and the future strength of the business.
‘That’s why we go to Iceland’: Iceland tweaks long-running brand slogan
Niamh Carroll‘That’s why mums go to Iceland’ has been a long-running slogan for the retailer, but it has been tweaked to reflect “all aspects” of its consumer base, its chairman says.
Marketers on the ‘perfect blend’ of internal talent and external expertise
Ellen HammettIn a bid to create best-in-class teams, how are marketers striking the balance between rewarding existing talent and bringing in new blood?