A lot has changed since Marketing Week was first published in 1978, but the search for differentiation, the need to understand customers and the battle for brand supremacy will always be marketers’ key challenges.
Marketers are forever being asked to achieve more with less so how can brands cut the budget without cutting corners when it comes to research?
The way companies structure their brands gets little attention but is of huge importance, as three high-profile stories have reminded us this week.
Procter & Gamble promises to maintain its investment in “brands that are winning” following the departure of CEO David Taylor, who credits innovation and superior brand communications for driving a 7% boost to net sales.
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 helping employees avoid burnout to Diageo hailing marketing a “big driver” of the company’s performance, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
From Diageo’s focus on marketing effectiveness paying off to EasyGroup adding yet more brands to its stable, catch up on this week’s biggest marketing news.
Machine learning technology will power a revolution in advertising targeting and measurement that will allow brands to reach audiences while respecting privacy.