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Mourinho’s return will ‘heighten’ personal brand value

Seb Joseph

Jose Mourinho’s return to Chelsea FC and the Premier League has been called a ‘massive commercial opportunity’ for brands by sponsorship experts, who claim the controversial manager’s ability to attract high levels of global media coverage will swell now Sir Alex Ferguson has retired.

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P&G reviews ROI measurement

Rosie Baker

Procter & Gamble is to review the way it measures return on investment as part of its ongoing efforts to improve the efficiency of its marketing activity.

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