It’s tough staying in trim when you’re a marketing chief in today’s world. All that sitting behind a desk, eating executive lunches and boozing after work with the boss plays havoc with the waistline. And with summer coming, life gets worse. All those short-sleeved shirts and skimpy skirts and dresses come out of the wardrobe and there’s just no way of disguising that porky figure. But the Diary was pleased to see that one particular marketing manager at a famous electrical goods firm was taking some firm action. On the back of the said marketer’s business card were three bullet points: v Give up smoking v Lose weight v Get fit.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From learning to speak up as a junior marketer to IAG Cargo’s transformation, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
From Coca-Cola dialling down its Olympics activations and Unilever trying to calm the row surrounding Ben & Jerry’s, to the shortlist being revealed for the Marketing Week Masters awards, catch up on this week’s biggest marketing news.
Bringing econometrics fully in-house can work for some brands, but finding a balance between external expertise and internal knowledge works best at insurer Aviva.
The new ‘Not your mother’s Tiffany’ campaign has angered the brand’s older customers, but this is new owner LVMH’s tried and tested formula for refreshing tired fashion labels for new consumers.