Performance-related pay: good for transparency but bad for creativity?
Performance-related pay deals tie agencies to profit and loss, but creativity could be at risk.
How to balance short-term impact with long-term results
Mindi ChahalDigital media and financial pressures on CEOs are forcing marketers to focus increasingly on short-term metrics at the expense of creativity and brand building.
Why McDonald’s will need to focus on trust to make its Omnicom deal a success
Leonie RoderickMcDonald’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.
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Mark Ritson: McDonald’s zero-margin Omnicom deal sets welcome precedents for agency contracts
Mark RitsonMcDonald’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.
Pricing strategy and building to an IPO: Your Marketing Week
Russell ParsonsAt the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From P&G’s improvement in marketing effectiveness to the rise in investment for market research, it’s been a busy week. Here is my take.
Brands’ hiring intentions remain ‘strong’ but begin to soften
Michaela JeffersonWhile more than a third of marketers expect to see new hires over the next three months, expansion plans have begun to tail off since hitting a peak last year.
Volvo on using its ‘creative superpowers’ to attract next generation drivers
Matthew ValentineTargeting some “fairly lofty growth aspirations” in 2022, Volvo plans to use its “marketing machine” to attract a new generation of customers.
Confidence takes a knock as consumers brace for cost of living squeeze
Lucy TesserasRising inflation and energy price increases have dampened consumers’ confidence in January, but marketers are warned to “hold firm”.