Procter & Gamble is reported to be slashing its US television budget. The packaged goods company is thought to be cutting its cable TV spending by up to 25 per cent and terrestrial budgets by five per cent, diverting spend to other types of marketing. Last year, it spent £1.4bn on TV advertising.
Virgin Media O2 is launching its first proposition after the £31bn merger in June, as its new marketing director outlines the business’s dual-brand strategy, stating the “powerful equity” both have is “too good to scrap”.
Embedding a culture of effectiveness within the company has meant breaking false beliefs around the efficacy of different media and re-educating brand managers.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From measuring the effectiveness of purpose to marketing marketing in B2B, it’s been a busy week. Here is my take.
People tend to love or hate brand purpose, but is its real value somewhere in the middle? Top marketers and researchers weigh in.