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.
The drinks giant is reallocating resources across the group “as part of mitigation measures” as the on-trade is hit by lockdowns.
With the UK in its third week in lockdown, marketers are still reacting to the coronavirus pandemic with budget cuts but also the launch of new campaigns.
Marketers are struggling to balance the pressures of working during the Covid-19 pandemic with having children at home, despite the majority feeling their employers are at least somewhat supportive.
Predictions of fundamental change after Covid-19 are driven by the biased perspectives of those making them – in reality, most things will go back to how they were.