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Sky’s drive for ‘better’ marketing and BrewDog’s ‘anti-sponsor’ push: Your Marketing Week
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 the launch of Sky’s Marketing Excellence Programme to BrewDog’s latest stunt, it’s been a busy week. Here is my take.
In search of excellence
By most estimates, Sky is in the top three spenders on media in the UK. From its acquisition drive to the retention activity of recent years, it has spent the kind of money most marketers in most marketing organisations would look upon with envy. But the media giant is no longer satisfied investing for share of voice to compete in an increasingly competitive sector. It wants to invest in being a better marketing organisation to attract and retain the best people.
