While there were no changes to overall marketing budgets in the second quarter, according to the IPA’s quarterly Bellwether, marketers increased spend on main media advertising, suggesting they are investing in long-term brand health.
Focus groups are a bone of contention, as a Twitter debate featuring Professor Byron Sharp this week showed, but while they are flawed, they are still a quick and cheap route to useful insights.
It’s all very well being differentiated, disruptive and revolutionary, but if your main competitor makes a meaningful improvement, your brand will drop behind if you don’t follow suit.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
In the second of our new series on what makes a great marketing organisation, marketers share their tips on how to build a bank of influence in business and why learning the language of finance is a fix for impostor syndrome.
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 P&G’s advice to prioritise business outcomes to why memories matter more than clicks, it’s been a busy week. Here is my take.
Mitchells & Butlers has just refreshed three of its core brands – O’Neill’s, Ember Inns and Sizzling Pubs – to help retain the younger consumers it attracted during the pandemic.