Marketoonist on the false choice between brand and performance
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
Airbnb CFO: We were right to shift spend from performance to brand-building
Michaela JeffersonCiting PR as its “most important channel”, Airbnb will continue to invest the bulk of its marketing spend in brand-building in 2022 as it looks to attract new hosts and support innovation.
Mars Petcare hails the ‘power’ of uniting brand and performance marketers
Michaela JeffersonA closer relationship between its brand and performance marketers helped Mars Petcare cut the cost per acquisition of pet food brand James Wellbeloved by 57%, while giving its brand team valuable insight to help “sharpen” its ads.
How brands are overcoming the ‘artificial division’ of brand and performance
Michaela JeffersonThe 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.
2022 marketing year in review: It’s been a good year for…
Marketing Week ReportersFrom women’s sport and retail media to a focus on loyalty and the rise of discounters, 2022 has been a good year for shaking up the status quo.
M&S ramps up brand character focus with collaboration push
Niamh CarrollHaving recruited a marketer to manage its character brands in June, M&S is flexing mascots such as Percy Pig into new categories to broaden their appeal.
Moonpig sets marketing spend based on customer acquisition ‘payback’
Niamh CarrollChoosing to set investment levels based on how many “quality” customers it can acquire – rather than a fixed budget – Moonpig has cut marketing spend to maintain profitability amid the cost crisis.
‘Patience is a virtue’: Brands on how to negotiate B2B pricing decisions
Matthew ValentinePatience, open communication and human contact are crucial when navigating price changes in the B2B world, particularly in the current climate.
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