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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.
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.
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.
Sainsbury’s invests in marketing capability and agency relationships as it eyes growth
Molly InnesSainsbury’s reported higher than expected profit growth and increased optimism for its Nectar loyalty proposition, which it says is strengthening its retail media offer.
What great customer experience looks like in financial services
Marketing Week ReportersThe sixth CX50 list of the UK’s top 50 customer experience professionals reveals the key trends in a complex and highly regulated sector.
‘People don’t know who we are’: One banking business on its shift to brand building
Grace GollaschWise has driven much of its growth to date through word of mouth, but having evolved its proposition, the international banking platform believes now is the time to launch its first global brand campaign as it looks to build awareness.
‘The clock is ticking’: CMOs on the merits of succession planning
Molly InnesSome CMOs are “selfish” staying in their posts too long and not letting others progress, suggests Asahi CMO Grant McKenzie.