Citing 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.
A 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.
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.
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 government’s call to cut marketing in order to slash prices, to the business case for D&I, it’s been a busy week. Here is my take.
The regulator is “scoping a range of options”, as it looks to balance the interests of viewers with the need to help UK broadcasters compete with the likes of Netflix and Disney+.
Entertaining consumers with advertising is “really important” for effectiveness at Direct Line, the brand’s head of marketing says as the insurer launches the latest ad under its award-winning ‘We’re On It’ platform.
Despite going live with campaigns on the same day, marketing boss Simon Groves insists Virgin Media O2 is on a mission to differentiate between the two “distinct” brands.