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.
Saga chases consideration amid £8.5m brand building play
Manny PhamSaga is betting big on its shift away from short-term sales to long-term brand building, as it looks to drive consideration amongst experience hungry over-50s.
Peter Field responds to ’emotional’ critics of purpose research
Manny PhamPeter Field says criticism of his research was launched before his full findings were released, stating backlash was “emotional” instead of “rational”.
At a loss with pricing? Try applying behavioural science
Richard ShottonA good grip on pricing is a sign of a strong brand, and several behavioural studies offer insights into effective pricing strategies.
Tesco, Facebook, TSB: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
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