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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.
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.
Marketing budgets and good growth: 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 Nestlé declaring “growth is back” to two brands hiring their first CMOs, it’s been a busy week. Here is my take.
Competition watchdog ‘unlikely’ to find supermarket loyalty pricing is misleading consumers
Niamh CarrollThe CMA’s analysis into loyalty pricing is still ongoing, but it says it is “unlikely” to conclude that supermarkets are unfairly inflating non-loyalty pricing to make their member pricing appear more attractive.
‘Less self-indulgent’: Oatly’s CEO says advertising will refocus on ‘substance’
Niamh CarrollOatly CEO’s told investors it would refocus on its “reason for being” and be “slightly less self-indulgent” in how it uses its brand voice.
The Week in Tech: Google cookies, AI perceptions, Meta and Tesla
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.