Marketoonist on digital transformation, September 2018
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
GSK has introduced a marketing capability programme – MIQ – as it looks to upskill staff around its new model for brand building and marketing in a digital world.
The FMCG company behind brands such as Häagen-Dazs, Nature Valley and Yoplait is exploring how it can upskill its marketers in digital as it looks to better reach consumers online and drive up sales.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.
The retailer, which has traditionally focused on in-store shopping only, also plans to roll out its click-and-collect initiative to all stores in Great Britain.