P&G: ‘Diversity is how we get great campaigns like Like a Girl’
Sarah VizardProcter & Gamble has credited diversity with helping it come up with high-profile and successful campaigns such as ‘Like a Girl’ and Pantene’s ‘Shine Strong’.
Uncategorized
5 things you need to know this week
Alison MillingtonFrom M&S launching a plastic-only loyalty scheme to HSBC announcing plans to exit the high street, Marketing Week rounds up the top stories of the week.
‘Marketers must aim for a world where all products are smart devices’
Thomas HobbsBrands such as Diageo that enhance the shopping experience by launching smart FMCG products will see the rewards in improved brand value and differentiation, according to the founder of internet of things company Evrythng.
‘Charities must empower donors or risk alienating them with aggressive fundraising tactics’
Sarah VizardCharities must give donors more rights or risk alienating them with aggressive and intrusive fundraising tactics, according to industry experts following an investigation into charity fundraising prompted by the death earlier this year of Olive Cooke.
Brands failing to optimise emails for mobile devices
Jonathan BaconNew research reveals that although 71% of marketing emails are opened on a mobile device, people are more likely to make a purchase from their desktop. Brands need to think about the post-click experience to help drive sales on mobile.
Top ten YouTube ads in May
Alison MillingtonParenting and Irn-Bru appeared alongside Champions League Football on the leaderboard for the top ten YouTube ads in May.
McDonald’s global CMO hire shows the importance of marketing in its brand turnaround
Alison MillingtonMcDonald’s decision yesterday (9 June) to appoint Bacardi’s Silvia Lagnado as its first global CMO since 2010 highlights the crucial role marketing must play in the company’s turnaround strategy.
McDonald’s taps Bacardi’s Silvia Lagnado as global CMO
Alison MillingtonMcDonald’s has appointed Bacardi’s Silvia Lagnado as its first global CMO since 2010 as part of its continued drive to revive the brand and turn around declining sales.
eBay’s Phuong Nguyen: Marketers are still targeting like it’s the 1950s
Phuong NguyenMarketing briefs still focus on engaging consumer segments, whether it’s “baby boomers,” the coveted millennial group or the consumers of the future, Gen Z. But demographic targeting doesn’t necessarily provide return on investment. Recently McDonald’s announced that it would stop focusing its marketing efforts on simply sweeping talk to millennials, but this remains an exception and not the rule across the industry.
HSBC set for exit from the High Street as consumer perceptions slump
Sarah VizardThe battered HSBC brand will soon disappear from the high street, a move that could prove a good idea according to the latest brand tracking data.
Just 2% of nuisance calls reported
Alison MillingtonWhich? is calling on the government, regulators and businesses to step up their efforts to put an end to nuisance calls and texts after finding that just 2% of the calls are reported.
Tackling technology, data and costs are businesses’ top priorities
Russell ParsonsI had great fun at Marketing Week’s inaugural Marketing Tonic event last week.
Unilever on the hunt for senior marketing VP as Marc Mathieu joins Samsung
Alison MillingtonUnilever’s senior vice president of global marketing, Marc Mathieu, will be leaving the company in the coming months to join Samsung.
Pernod Ricard on how digital is becoming ‘everybody’s job’
Alison MillingtonPernod Ricard is adopting a new approach to ‘accelerate the business’ which will see it introduce a ‘long pipeline of digital initiatives’, a channel which it believes should be ‘everybody’s job’ and doesn’t require a specific strategy.
How to combine creativity with programmatic buying
Lucy TesserasProgrammatic buying has been touted as a creativity killer as data assumes the job of matching ads to audiences, but by integrating this data into the planning process, brands can achieve greater engagement rates and more effective advertising.