Marketoonist on walled gardens
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.
Beer company’s ‘misleading’ April Fools promotion sparks 40 complaints within hours
Michaela JeffersonCustomers of Bier Company were tricked into signing up for a monthly subscription with an email stating they had won “free beer for life”.
Major Cadbury launch in disarray after Dairy Milk salmonella recall
Marketing WeekPlans by Cadbury to launch a major new brand have been thrown into disarray this week after the recall of 1 million Dairy Milk bars over fears they have been contaminated with salmonella.
McVitie’s: Investment in brand is crucial for remaining in ‘hearts and minds’ of consumers
Niamh CarrollMcVitie’s claims to be the “definitive” UK biscuit brand, but its marketing director James King says it can’t afford to not invest in its position, as it launches a new masterbrand campaign.
Budgeting and changing strategy: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From cautionary tales from the budgeting and planning frontline to the changing nature of retail, it’s been a busy week. Here is my take.
Nike pledges to ‘stay on the offensive’ as it increases focus on demand creation
Chris SutcliffeThe sportswear retailer is feeling buoyant after a strong first quarter, and vows to stay on the offensive into the rest of the year.
How Dunelm’s top marketer shifted focus from product to customer
Josh StephensonSean McGinty tasked himself with putting the customer at the heart of Dunelm when he joined the business from Aldi earlier this year.
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