Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
Accor Hotels Group is launching a nationwide push to trumpet the contemporary “extras” guests at its ibis economy hotel brand experience as it ramps up efforts to wrestle share from Premier Inn and Travelodge.
As Paypal’s vice-president of global brand and communications, Christina Smedley is putting customer experience at the centre of its positioning. This included an above-the-line campaign earlier this year running on tv and outdoor, with straplines such as ‘less paying, more playing’.
Walkers is asking customers to tweet to get their hands on a free packet of crisps, giving people a chance to sample one of the six finalist flavours in its “Do us a flavour” campaign.
While demonstrating a positive ROI is powerful, as a metric it should be viewed in the wider context of creative effectiveness, says Mars insight boss Sorin Patilinet.
Account-based marketing is not necessarily a bad idea, but B2B brands focus too much on personalisation, targeting and loyalty when executing it.
Promoted to CMO at the fast food giant, Michelle Graham-Clare has been McDonald’s most senior UK marketer since the departure of Gareth Helm last summer.
Gabriella Neudecker replaces marketing veteran Chris Macleod, who retired earlier this year after almost 15 years with the business.