The German discounter wants the Twitter-based initiative to put “control back into the hands of consumers”.
Reliance on promotions is slowly falling as FMCG brands put a bigger emphasis on effectively communicating brand benefits to justify a premium over competitors.
Zero-based budgeting will become more commonplace post-Brexit and with it will come the rise of ‘zero-bullshit pitching’ as marketers are urged to get to get back to basics.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From P&G’s improvement in marketing effectiveness to the rise in investment for market research, it’s been a busy week. Here is my take.
While more than a third of marketers expect to see new hires over the next three months, expansion plans have begun to tail off since hitting a peak last year.
Targeting some “fairly lofty growth aspirations” in 2022, Volvo plans to use its “marketing machine” to attract a new generation of customers.
Rising inflation and energy price increases have dampened consumers’ confidence in January, but marketers are warned to “hold firm”.