Gillette’s purpose-driven attempt to revitalise its slogan, ‘The best a man can get’, isn’t just a waste of ad budget but an expensive exercise in destroying its dominant market share.
There may not be immutable laws governing how marketing and advertising work, but that’s no excuse for failing to take a scientific approach to progressing our knowledge of them.
Marketers must embrace technology colleagues’ expertise so both work together for the customer rather than independently for themselves, according to senior executives at Marketing Week’s roundtable event.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From getting young people interested in a marketing career to the need to balance brand and performance, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
Nike pointed to direct sales increasing 28% to $4.7bn (£3.4bn) and a rise in online sales, as proof of its digital strategy is working, as it aims to be a 40% digital business by 2025.
New CMO Ben Carter has launched the online estate agency’s biggest brand campaign in five years, fronted by TV personality and comedian Mo Gilligan.
Consumer confidence has dropped due to concerns about rising tax, food and fuel prices, while the end of the furlough scheme means consumers are “slamming on the breaks” in anticipation of economic hardships.