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.
Why the focus on short-term marketing effectiveness is bad
Sarah VizardNew 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 marketing effectiveness boosted by £72m efficiency drive
Russell ParsonsDiageo 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.
Do Marmite customers love or hate Brexit?
Sarah VizardAnalysis 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.
‘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?
Pernod Ricard on ’empowering’ its marketers to communicate on sustainability
Niamh CarrollGreenhushing is a symptom of marketers feeling nervous about how they communicate on sustainability, Pernod Ricard is attempting to “empower” its teams to tackle the issue.
Soft skills trump functional marketing expertise, study finds
Charlotte RogersLeadership, communication and strategic thinking are the skills most prized by CMOs, according to new research, with functional experience lagging further behind.