How O2 set up a marketing effectiveness team
O2 set up a marketing effectiveness team 18 months ago as it looks to get the best bang for its buck by joining up its customer, brand and commercial divisions.
O2 set up a marketing effectiveness team 18 months ago as it looks to get the best bang for its buck by joining up its customer, brand and commercial divisions.
New research suggests the marketing industry is focusing too much on short-term marketing effectiveness and that this is having a negative impact on awareness, share of voice and ultimately profits.
Diageo says it shaved £72m from its marketing budget by consolidating media buying and switching money to more efficient channels as it the company stepped up efforts to improve profitability.
Analysis by YouGov suggests ‘Remainers’ are most likely to be impacted as Unilever and Tesco argue over who should absorb the costs of the falling value of the pound following Brexit.
The changes are aimed at making the two segments “more connected” to the Johnson & Johnson brand, the business says.
Created in just a few short months, Wellsoon is a challenger private healthcare brand that is aiming to open a category that many still feel isn’t affordable to them and tackle NHS waiting lists.
As brands are reportedly demanding an increasing number of interview stages, marketers say they’re being asked to do more than ever to get a foot in the door.
More and more brands are talking about mental availability, but talk is cheap. To understand its value you need to recognise it for what it is – a metric to be measured, studied and tracked.