Brands and media agencies need to share key information, increase collaboration and balance hard commercial goals with softer brand metrics, as new research reveals discrepancies between the KPIs used by both parties.
Mars is tackling climate change through a three-pronged strategy that will target its consumers, suppliers and its own operations.
It’s rare for companies to publish key performance indicators relating to their marketing – probably because there’s not much point
Every Friday afternoon, I look at the key stories of the week, offering my thoughts on what they mean for you and the industry. This week, it is all about brand strategy – from Tesco’s master brand approach to OS’s aim to boost mental availability. Here is my take.
From Mars’s rebranding of Uncle Ben’s to a shift in marketing for Confused.com and the rise of DTC brands, catch up on the most important marketing news from the week.
Marketing Week reveals the top 10 marketers in consumer goods, technology and luxury, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Marketing and creative teams shouldn’t be ‘task takers’, but strategic business partners. Here’s how brands can optimise their effectiveness.