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.
The John Lewis Partnership has reported strong results from its scheme to bring the John Lewis and Waitrose brands closer together, as well as from the launch of its value Anyday range.
Uswitch’s marketers explain how the comparison brand stays ahead of rivals, diving into its paid search automation journey and its shift from a channel-focused to a customer-focused approach to marketing.
Marketing Week reveals the top 10 food and drink marketers, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Viewing sustainability as a ‘key component’ of the brand, Nestlé global CMO Aude Gandon believes wider issues like climate change and social justice can be addressed on both a global and local level.