Companies of all sizes see achieving a single customer view as a top priority, but their efforts are being thwarted by outdated organisational silos that split marketers by channel, not customer, new research finds.
The closure of BHS, constant sales and empty store units make for a depressing picture of UK high streets but Christmas presents an opportunity to get consumers into stores and capture their attention on the move.
FMCG giant PepsiCo launched its own content studio in May enabling it to create content in-house for its own brands, as well as white-label content that it can sell to distributors or advertisers for a profit. Kristin Patrick, senior vice-president of global brand development, explains how.
Are brands regretting devoting too much marketing budget to digital channels, as Sir Martin Sorrell suggests? That depends on whether they’re investing strategically to achieve objectives or tactically to follow the crowd.
McDonald’s appointment of Omnicom to its advertising account is a significant first – both in terms of agency integration and the performance-based pay structure that incentivises achieving brand objectives above media buying rebates.