Marketoonist on risk management
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
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.
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 rise of burnout to Santander UK’s first B2B TV campaign, it’s been a busy week. Here is my take.
Santander’s marketing director tells Marketing Week the time is right to put its corporate and commercial proposition “in the spotlight” as it launches its first TV ad starring Succession’s Brian Cox.
After a successful and lucrative partnership on vodka brand Ciroc spanning more than 15 years, Sean Combs filed a law suit against Diageo this week, accusing the business of racism and neglect. Whatever the outcome, it looks like the end of the relationship.
Kraft Heinz is making its biggest-ever media investment behind the new platform, which is the first global campaign in Heinz’s 150-year history.
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