Diageo increases squeeze on agencies as it drives marketing spend efficiencies
Leonie RoderickDiageo is aiming to become more “stringent and demanding” when reviewing agency fees as it looks to drive improved returns from lower marketing spend.
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Mark Ritson: Why Unilever is right to adopt zero-based budgeting
Mark RitsonI 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.
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Mark Ritson: Should marketers really aspire to be like Google and Apple?
Mark RitsonAccording 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.
Pricing and payback: Your Marketing Week
Russell ParsonsAt the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From Moonpig’s focus on payback to the growth of Ella’s Kitchen, it’s been a busy week. Here is my take.
Industry welcomes delay to junk food ad ban but claims it is still the ‘wrong policy’
Lucy TesserasAdvertising groups still believe the proposed ban on pre-watershed junk food ads will do nothing to tackle the root cause.
One marketer on the power of a ‘sink or swim’ mindset
Molly InnesTaking on challenges and making strategic moves has helped Paws Group CMO Richard Clark forge a career from Boohoo and Feel Unique to Nationwide and IBM.
Is ChatGPT the next big threat to Google’s dominance in the AI market?
Mark RitsonCan ChatGPT use its AI-driven natural language processing to revolutionise marketing automation?