McVitie’s masterbrand campaign generates 87% ROI spike
Seb JosephUnited Biscuits is to become more experimental in how it markets McVitie’s brands on and offine as it dials up investment in the masterbrand after the first wave of activity for the brands in the portfolio delivered 87 per cent ROI on media spend.
Why brands need to react to customers in real time
MaryLou CostaSenior marketers explain how they’re addressing the rising significance of real-time personalised consumer interactions, since it has shot up the list of priorities and challenges during the coronavirus lockdown
Marketers must be at the centre of transformation, not at the edges
Ben RhodesMarketers are often guilty of focusing on superficial innovations – they should be at the heart of efforts to develop totally different digital business models.
How one brand is trying to shift from being known to being understood
Sarah VizardOS is synonymous with orienteering, bobble hats and mountains, but hopes a transformation that includes a new brand purpose and switch from a focus on products to customers will help improve brand equity and grow the business.
Marketoonist on opting out
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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