7 August 2014

Diageo believes in the power of design

Kathy Parker, Diageo

Those familiar with my previous columns will know that I am passionate about brands having a rewarding relationship with consumers. I have talked about how this can be achieved through creating a real value exchange, or by the power of the personal touch; but one element that can never be overlooked is how brands can accomplish this through design and physical differentiation.

Mark Ritson: Why Procter & Gamble has to cull so many brands

It’s been a warm and wet Summer, even by English standards and my roses are out of control. Enormous, perfume-filled blooms have dominated the back garden for the past three months. But with the floral show now over, the CEO of Ritson Household plc has been dropping heavy hints that it’s time to “sort the roses”.

Making transparent deals

Guidelines and contractual restrictions don’t always resolve the practical issues in a brand’s and agency’s relationship. More brands are making deals with buying platforms directly while the agency manages the strategic and tactical executions – this provides the brand with transparency and accountability in pricing and performance as well as control over how its data […]

What the agency hears

agency_hears

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here.

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