Marketing effectiveness and CFO buy-in: Your Marketing Week
Ben BarrassAt the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From celebrating marketing effectiveness to learning from Boots’ CFO about how to strengthen the tie between marketing and finance, it’s been a busy week. Here is my take.
BT Sport: A small budget is an opportunity to think differently
Ben BarrassBT Sport head of marketing Ed Cracknell says strong creative work can still be produced on a budget, if marketers allow their agencies the time and freedom to create bold ideas.
Almost half of marketers plan to recruit staff over the next three months
Ben BarrassPlans to expand staffing levels have now been recorded for three successive quarters, signalling progressively stronger conviction in employment growth expectations.
How Coca-Cola maintained ‘human-centric’ insight throughout the pandemic
Ben BarrassCoca-Cola had young participants take part in a digital diary during lockdown to gauge consumer habits and ensure marketing activations remained relevant.