McVitie’s masterbrand campaign generates 87% ROI spike
Seb JosephUnited Biscuits is to become more experimental in how it markets McVitie’s brands on and offine as it dials up investment in the masterbrand after the first wave of activity for the brands in the portfolio delivered 87 per cent ROI on media spend.
Why TfL took to podcasts to start a conversation
Marketing Week PartnerAt the Festival of Marketing, the audience heard how the long-form properties of podcasting drove Transport for London to make podcast sponsorship a vital part of the communications strategy for its ‘#TogetherAgainstHate’ campaign
Helen Edwards: Marketers beware the growth killer of convergence
Matthew ValentineBrand extensions and DTC goals are distractions from real innovation and meaningful growth, argues Helen Edwards.
Burger King sharpens focus on digital for ‘sustainable growth’
Manny PhamBurger King parent company Restaurant Brands International is cutting discount coupons out of its strategy and reinvesting in digital loyalty programmes and media.
Marketoonist on productivity and interruptions
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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