What marketers can learn from brands undergoing an IPO
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.
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 increasingly convoluted marketing recruitment process to Coca-Cola’s warning against getting stuck in a marketing bubble it’s been a busy week. Here is my take.
Entrants now have more time to apply for Marketing Week’s annual celebration of effectiveness, creativity and innovation.
The travel business is aiming for more direct bookings over those generated through paid marketing investment, something that it claims will benefit its P&L.
The juice category has become “commoditised” in recent years, with its leading brands underinvesting in it. Tropicana is aiming to push back against this by dialling up its brand assets, investing in innovation and reconnecting with key occasions.