Next’s CEO on why it uses a ‘hurdle rate’ for setting marketing budgets
Molly InnesIf the retailer doesn’t make £1.50 profit on each pound spent on marketing, it’s marketing budget will be reduced, said the business’s CEO.
Molly is a reporter at Marketing Week, with a particular focus on tech, telecoms, gambling and gaming, on top of interests in diversity and inclusion, social media and brand strategy. She joined Marketing Week in March 2022 from advertising title Little Black Book, where she also worked as a features writer.
If the retailer doesn’t make £1.50 profit on each pound spent on marketing, it’s marketing budget will be reduced, said the business’s CEO.
Old El Paso and Häagen-Dazs owner commits to double-digital increase and has vowed to return to “smart, hard hitting advertising” for its pets division and a price and product review.
La Vie’s chief marketing and creative officer Romain Jolivet left Danone after 17 years to build the plant-based meat brand from scratch.
The England and Wales Cricket Board has increased its marketing investment and positioned the women’s game at the same level as the men’s to supercharge its growth, says its women’s game director.
New data suggests the vast majority of corporates and charities believe the cost of living crisis is featuring heavily in their partnerships.
Inglis joined Sage in 2022 after a decade-long stint at John Lewis.
Amid mounting pressure on the government to tackle the widespread use of disposable vapes, widely considered to be marketed at children, the ASA has announced a string of ad bans.
Despite 2023 being a rough year for plant-based meat brands, La Vie’s CMO believes it can ride the wave, citing 18% brand awareness and 144% year-on-year growth in the UK.
Shadow Minister for Children and Early Years, Helen Hayes, wants to ban vape brands from marketing at children.
Stretched businesses are making their budgets go further by hiring in a CMO for a day a week, while marketers themselves are eyeing up the opportunity to tap into variety.
Marketing now has a seat at the board table at Total Fitness, as the health chain eyes up growth outside its core business.
Marketing leaders from B2B businesses say the drive to humanise and connect with audiences is of paramount importance in today’s climate.
Club Pret customers will now get 20% off Pret A Manger products off the back of revenues rising 20.2% in the first half of 2023.
The brand, launched in 2017 by Trinny Woodall, has focused on community to power its rise, says CMO Shira Feuer.
As the 2023 World Cup comes to an end, here’s how brands marked England’s Lionesses reaching the final, and what needs to come next to drive the game forward.
Recruiters say fewer entry-level roles on the market, and greater salary expectations, are contributing to a difficult playing field for those looking to kickstart a marketing career.