Accountability, influence, GDPR: Festival of Marketing day one round-up
Marketing Week ReportersCatch up on all the latest from the first day of the Festival of Marketing, where accountability, marketing influence and GDPR were hot topics.
Festival of Marketing 2018
John Hegarty: Globalisation has hurt the marketing industry
Sarah VizardBrands don’t run global marketing campaigns because it makes creative sense or is what customers want, but because it saves money, according to advertising guru Sir John Hegarty.
GSK launches brand incubator as it shifts to ‘fail-fast’ culture
Charlotte RogersOn a mission to ‘rewire’ some of its brands for the modern consumer, GlaxoSmithKline is pursuing a digital transformation agenda aimed at boosting ecommerce performance and upgrading its media ROI.
Peroni champions the ‘beauty of constraint’ by doing more with less
Erin LyonsThe beer brand believes the best creative work doesn’t always come from having the biggest marketing budget, as it looks to avoid “doing what everyone else does”.
Barclaycard’s five rules for building an in-house creative agency
Lucy TesserasBarclaycard now handles 85% of its creative work in-house, which has given the business more ownership of the brand while reducing costs but it has also increased accountability.