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.
Cost of living impact, economy shrinkage, cutting marketing spend: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
Tesco, Zalando, Butlin’s: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
To succeed in transforming your brand, you must also transform yourself
Andrew GeogheganEmbarking on organisational change means being willing to challenge yourself and others, and leading people through uncertainty with courage.
Do aspiring marketers misunderstand marketing?
Charlotte RogersWith A Level results being awarded to aspiring young marketers this week, long-running research from Nottingham Trent University has explored the shared characteristics of students embarking on marketing degrees.