Diageo commits to ‘strong’ marketing investment as efficiency improves
Charlotte RogersThe alcoholic drinks giant halved the cost of digital ad views in the six months to 31 December, as it ramped up its global marketing investment by 6.8%.
Charlotte is associate editor responsible for long-form content. Aside from an interest in marketing strategy, career development and the latest industry trends, she is focused on topics around socio-economic diversity, team structures, the working world and women’s sport. She joined Marketing Week in April 2016 as a features writer from fashion business title Drapers. Charlotte was highly commended for her journalistic work in the 2018 Women in Marketing awards.
The alcoholic drinks giant halved the cost of digital ad views in the six months to 31 December, as it ramped up its global marketing investment by 6.8%.
With 80% of marketers saying flexible/hybrid working is a key job characteristic, brands are still grappling with how to optimise the blend between home and office.
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The 2023 Marketing Week Career and Salary Survey reveals brands are continuing to restructure their marketing teams in search of future growth, with specialist communications, creative and content roles most in demand.
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Having branded the company’s focus on purpose “ludicrous” in 2022, fund manager Terry Smith has again accused Unilever of “virtue signalling”.
Half of marketers also believe their business is not doing enough to support them as the inflation crisis bites.
The broadcaster believes remaining in public ownership will allow Channel 4 to become “a power in the digital world.”
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Marketing will sit under the remit of new chief customer officer Sally Matthews, who is promoted from chief product officer.
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Rather than opting for blanket promotions and slashing prices, marketers are advised to tap into the power of behavioural science.
Marketing Week has identified the key opportunities and challenges that will shape marketers’ roles in 2023. As well as flagging what we think marketers should be spending time and money on next year, this is also a commitment from us to focus on these topics.
Marketing Week has identified the key opportunities and challenges that will shape marketers’ roles in 2023. As well as flagging what we think marketers should be spending time and money on next year, this is also a commitment from us to focus on these topics.
By examining the tension between intense early adopters and mass market resistance, marketers can identify which disruptive behaviours will go mainstream.