Byron Sharp’s recent claim that it is ‘impossible’ to place a value on brand perceptions is not just mistaken, it is a rejection of true scientific method.
By Mark Ritson
Ritson and Sharp locked horns over some of marketing’s thorniest issues, such as science, creativity and targeting – but found common ground rejecting marketers’ feelings of shame about their profession.
Estée Lauder’s first customer engagement and retail boss explains why the new role was necessary and how a focus on consumer insight is boosting innovation and the consumer experience both online and offline.
Eager to explore “whitespace opportunities”, Coty claims consumers will continue to buy despite rising inflation as beauty products are essential to their daily lives.
Yum! Brands’ net sales increased 7% to $2bn (£1.7bn) in its fourth quarter, while global same-store sales increased 6%.
Guinness is the rare example of a brand with solid foundations in its product and brand assets, whose full potential is realised by brilliant marketers.
Creative agency Adam&eveDDB has rejected the opportunity to repitch, having been a driving force behind the retailer’s iconic Christmas ad campaigns for over a decade.