Unilever finance chief tells investors to take ‘holistic’ view of return on marketing spend
Niamh CarrollReturn on marketing investment cannot solely be judged by whether volume sales grow, Unilever CFO Graeme Pitkethly has told an audience of investors and financial analysts.
Alpro: Focus on product rather than ‘edgy’ marketing is key to retaining market leadership
Niamh CarrollThe plant-based dairy alternatives shelf has become crowded; however, 40-year-old market leader Alpro believes it is its product that will help it stand out versus newer brands, rather than flashy advertising.
‘You can be blinded’: The perils of falling into the data trap
Matthew ValentineThe State of Market Research series continues with an examination of the role internal data has played in the seemingly diminishing position of market research. Is internal data a cheap effective resource or is it leading brands to false conclusions?
Asos’s sales down as drag from promotional marketing continues
Chris SutcliffeThe online retailer says it has progressed towards its strategic goals but remains exposed to overreliance on promotion and returns.
PZ Cussons reports third consecutive year of revenue growth amid brand push
Josh StephensonThe hygiene business saw growth slow in the UK as the bathing and washing category declined but kept investment in its brand marketing high.
Marketoonist on marketing ROI
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
‘Change is painful’: Can marketers cushion the blow of retailers charging for returns?
Molly InnesRetailers, such as H&M, are increasingly beginning to charge for returns, which isn’t going down well with consumers. So what can marketers do to mitigate the impact?