Diageo increases squeeze on agencies as it drives marketing spend efficienciesLeonie Roderick
Diageo is aiming to become more “stringent and demanding” when reviewing agency fees as it looks to drive improved returns from lower marketing spend.
Mark Ritson: Why Unilever is right to adopt zero-based budgetingMark Ritson
I wish more marketing journalists had an MBA. Come to think of it, I wish more marketers had an MBA. Because there are moments when I look at my own discipline and their complete ignorance of marketing theory and I despair.
Mark Ritson: Should marketers really aspire to be like Google and Apple?Mark Ritson
According to Peter Barron, vice-president for communications and public affairs, it is very “difficult” for Google to work out how much tax it should be paying in the UK.
How Guinness attracted 1.5 million customers in under a yearMarketing Week Reporters
Determined to engage a new generation of drinkers across a vibrant and rapidly evolving continent, Guinness opted for a blend of TV sponsorship, experiential, influencer marketing and outdoor to achieve its goals.
Tesco accused of misleading customers with ‘unclear Clubcard pricing’Rachel Lawler
Consumer group Which? says Tesco’s Clubcard Prices deals are unclear and “could be breaking the law”, but even if Tesco is forced to make prices clearer analysts suggest it won’t have “any real negative impact”.
Everything old is new again: Why are brands resurrecting old assets?Niamh Carroll
Brands such as Morrisons, Tango and Branston are bringing back slogans from their past, which they say still have resonance with consumers.
Heinz Beanz consideration drops following price increasesRachel Lawler
Heinz Beanz’s consideration and value scores have fallen as consumers switch to own-brand goods, YouGov BrandIndex data shows.