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.
Although still negative overall, expectations around marketing jobs has improved thanks in part to the government’s extension of the furlough scheme.
Twenty-five years on, EasyJet’s third employee looks back at how a mixture of bombastic ads and guerilla marketing helped the airline overcome its ‘David versus Goliath’ struggle.
Despite a slight upturn in confidence last month, the latest lockdown and increased restrictions have put a serious dent in any hopes for a more optimistic outlook going into 2021.
The Marketing Academy has created an online learning platform, which is available to its global community and sponsors, as well we 1,000 marketers who have been made redundant or are on furlough.