The wrong and the real of marketing effectiveness
Grace KitePeter Field and Les Binet have shown us a model for how short- and long-term marketing work together but the reality is achieving this in practice is hard.
BT Sport, Tesco and ITV top Marketing Week Masters awards shortlist
Marketing Week ReportersThe shortlist for Marketing Week’s Masters awards is revealed, with Tena, Kraft Heinz and Aldi also racking up multiple nominations.
Zero-based budgeting: Route to recovery or flawed thinking?
Charlotte RogersMarketers might be in search of a clean slate post-Covid, but is zero-based budgeting the answer?
What role can modelling play in recovery from Covid-19?
Charlotte RogersModelling could help marketers steer a course to recovery post-lockdown and taking a long-term, iterative approach will help them stay on the front foot.
‘We have kept some powder dry’: Unilever to invest heavily in ad spend as lockdowns ease
Sarah VizardUnilever cut brand and marketing spend in the first half as coronavirus restrictions hit, but as lockdowns ease it is planning to “invest heavily” behind its brands and innovations.
What role will effectiveness play in the post-Covid recovery?
Charlotte RogersAs brands adjust to the post-lockdown reality with recession looming on the horizon, will marketers reject an obsession with ROI and enter a “healither era” for effectiveness?
Jaguar Land Rover: We will invest in marketing despite the downturn
Sarah VizardThe car manufacturer’s UK marketing boss believes brands cannot and should not go dark during a recession, especially in the auto industry where long-term planning is key.
PepsiCo marketing becomes ‘more selective’ with focus on fewer, bigger activities
Sarah VizardPepsiCo may have cut its marketing spend during the coronavirus crisis, but it believes that has led it to “become better” at marketing as it focuses more on activities that generate higher ROI.
B2B brands must resist the lurch towards short-termism
David van SchaickThe pandemic appears to have sparked a shift to short-termism, despite the evidence for the effectiveness of a long-term strategy. B2B marketers need to focus on the right metrics to strike a balance as we look to the recovery.
Will brands boycotting social media be less effective?
Grace KiteThe brand boycott is about more than media effectiveness, but it is a good opportunity for marketers to work if they should be in the ‘love it’ or ‘hate it’ camp on social media.
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Don Schultz may be gone but we can’t let integrated marketing die with him
Mark RitsonMarketers must heed the great Northwestern University professor’s principles of integrated marketing communications, or risk the loss of effectiveness that comes with focusing on individual channels.
Mondelēz : We’ve regained the passion for building iconic brands
Molly FlemingMondelēz admits it had “lost some swagger” as it focused too much on internal transformation to the detriment of investment in its brands.
How brands can prove the ROI of images and videos
Angela RumseyImages and videos are becoming more important for effective marketing and spend on them is going up, but marketers struggle to calculate their ROI. Here’s how they can do it.
P&G: To succeed during Covid-19 we must ‘push forward not back’
Molly FlemingP&G is aiming to use the pandemic to build on a strategy that increases productivity and builds long-term success for its brands.