Digital media and financial pressures on CEOs are forcing marketers to focus increasingly on short-term metrics at the expense of creativity and brand building.
McDonald’s revealed details of its ‘payment-by-results’ contract with Omnicom earlier this week. But for it to work, reciprocated trust and clear measures of success will be key.
McDonald’s appointment of Omnicom to its advertising account is a significant first – both in terms of agency integration and the performance-based pay structure that incentivises achieving brand objectives above media buying rebates.
Asda is one of the last major UK supermarkets to launch a loyalty scheme and the last of ‘big four’ grocers Tesco, Sainsbury’s and Morrisons.
An understanding of sales is essential for marketers to help grow a business, argues Corona vice-president Felipe Ambra, as well as working with the right people and knowing how to get to great ideas.
From ROI to cost per acquisition, the terminology used to describe marketing can often be confusing, even to the smartest of people. It’s time for some much needed clarity.
While some companies are making cuts to marketing spend given the current economic situation, dessert brand Gü is upping investment as it looks to strengthen its brand.