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.
Confidence in marketing jobs edges up
Matthew ValentineAlthough still negative overall, expectations around marketing jobs has improved thanks in part to the government’s extension of the furlough scheme.
‘You’ll be out of business in six months’: How EasyJet proved the doubters wrong
Molly FlemingTwenty-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.
Consumer confidence drops again as ‘world turned upside down’
Matt BarkerDespite 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.
Marketers on furlough offered ‘golden ticket’ to learning hub
Lucy TesserasThe 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.