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Mark Ritson: Comparing TV audiences to digital views is utter nonsense
Mark RitsonThere is an urgent need to translate digital views into TV audiences and vice versa otherwise brands will continue to be misled by thin digital video viewing estimates.
Mondelez on its shift away from ‘interruptive TV ads to creating content that makes money’
Leonie RoderickMondelez is launching a new marketing model that aims to improve the return on investment of its global media spending, placing a big focus on original content and brand partnerships as it looks to fight growing consumer appetite for ad blocking.
Amazon, Zoom, Patagonia: 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.
Growth Hacks: Cazoo on the importance of nailing the marketing mix
Charlotte RogersOn course to hit revenues of $1bn in 2021, used car startup Cazoo has developed a formula for fast-paced growth, mixing the right talent and a fixation on customer experience with a commitment to brand building.
‘Warmer, human, empathetic’: Inside the Mirror’s new brand strategy
Michaela JeffersonAs the Mirror revamps its brand for the first time in eight years, director of insight and brand strategy Andrew Tenzer explains why adding strategy to his remit was a “natural evolution” of his role.
P&G CEO pledges ongoing support for marketing as brand spend ramps up
Manny PhamProcter & Gamble promises to maintain its investment in “brands that are winning” following the departure of CEO David Taylor, who credits innovation and superior brand communications for driving a 7% boost to net sales.