Once a company becomes publicly listed, marketing often becomes one of the most closely scrutinised areas of spend by investors and the analysts who inform them.
Marketers are becoming increasingly disenfranchised by the lack of transparency in agency relationships, but there are steps that can be taken to help restore trust.
The era of brand and performance as separate and distinct strategies is coming to an end, as marketers rethink everything from media strategy and creative synergy to team structure and semantics.
Refreshed and ready to prance, Moonpig’s pig mascot has returned after a four-year hiatus to reunite the original icons of the brand, explains CMO Kristof Fahy.
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 the need for brand diagnosis ahead of setting strategy to Premier Food’s investment in brand, it’s been a busy week. Here is my take.
Consumers are comparing brands across sectors more than ever, fuelling Ford’s appetite for innovation. This will become even more essential given the move to electric vehicles is a “huge brand switch moment”, says marketing boss Pete Zillig.
As brands increase influencer marketing spend, it is vital to be able to accurately quantify the return on that investment.
The algorithms of big tech firms favour big brands, meaning they are at an unfair advantage over their smaller competitors. But more meritocratic algorithms would be better for small businesses with a quality product and the economy.