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.
Since launching its global platform ‘It has to be Heinz’, the food brand has been able to move at pace to respond to local trends, allowing it to create its latest ad in record time.
Despite indications that large businesses will invest in innovation and marketing to drive growth, cost-cutting and efficiencies are still top-of-mind for many, according to a new report.
The need to deliver growth on a reduced budget is the reality for many marketers but its not just a job of optimising investment. For marketing leaders, it’s also about maintaining motivation and managing expectations.
Brands need to work ‘hand in glove’ with agency partners to get the best results, suggests Matalan marketing boss Ali Jones as she undergoes brand transformation.