With budgets under pressure and when every penny of marketing spend counts, there is a natural temptation for brands to eke as much as possible from one of their key assets: data.
Cancer Research UK’s top marketer Philip Almond says the charity is very strict about where it invests marketing spend to ensure it gets “value for money”.
Our market research series continues with a look at why marketers are moving away from qualitative research – and what the common pitfalls are that have led to its decline.
In the second part of our series on market research, we explore if spending 5% of your budget on market research still holds true in challenging economic times – and the consequences if you ignore it.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the need to shout about what a career in marketing could offer to the next steps for Pret’s subscription offer, it’s been a busy week. Here is my take.
ITV CEO Carolyn McCall has blamed a “stagnant” UK economy in a warning about the broadcaster’s advertising forecast.
In the latest episode of Marketing Week’s podcast series, Domino’s CMO Sarah Barron tells why she doesn’t ‘mess’ with brands and why getting the right capability is essential for building an effective marketing unit.
With stints at LVMH, Estée Lauder and Makeup by Mario under her belt, Estrid’s first chief brand officer Nico Morga Alden’s “risk prone” approach to her career has served her well.