McDonald’s appointment of Omnicom to its advertising account is a significant first – both in terms of agency integration and the performance-based pay structure that incentivises achieving brand objectives above media buying rebates.
McDonald’s was the first brand to advertise on Pokémon Go and says the tie-up is part of its strategy to ensure it is involved with innovative and new marketing platforms.
Media agencies in the US have been boosting their profits by keeping rebates and kickbacks from media buying, according to new report which found the practice is now “pervasive” among agencies.
Marketing transformation is a term used by all sorts of brands and business but lacks a common term. What classes as truly transformative work, however, is a fiercely debated topic.
McVitie’s claims to be the “definitive” UK biscuit brand, but its marketing director James King says it can’t afford to not invest in its position, as it launches a new masterbrand campaign.
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 cautionary tales from the budgeting and planning frontline to the changing nature of retail, it’s been a busy week. Here is my take.
The sportswear retailer is feeling buoyant after a strong first quarter, and vows to stay on the offensive into the rest of the year.