How O2 set up a marketing effectiveness team
O2 set up a marketing effectiveness team 18 months ago as it looks to get the best bang for its buck by joining up its customer, brand and commercial divisions.
Why the focus on short-term marketing effectiveness is bad
Sarah VizardNew research suggests the marketing industry is focusing too much on short-term marketing effectiveness and that this is having a negative impact on awareness, share of voice and ultimately profits.
Diageo says marketing effectiveness boosted by £72m efficiency drive
Russell ParsonsDiageo says it shaved £72m from its marketing budget by consolidating media buying and switching money to more efficient channels as it the company stepped up efforts to improve profitability.
Do Marmite customers love or hate Brexit?
Sarah VizardAnalysis by YouGov suggests ‘Remainers’ are most likely to be impacted as Unilever and Tesco argue over who should absorb the costs of the falling value of the pound following Brexit.
John Lewis and Waitrose report ‘encouraging progress’ on five-year turnaround strategy
Michaela JeffersonThe 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.
Marketing That Matters: How automation helps Uswitch succeed amid ‘cut-throat’ competition
Marketing Week ReportersUswitch’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 Top 100 2021: The top food and drink marketers
Marketing Week ReportersMarketing Week reveals the top 10 food and drink marketers, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Nestlé on why global sustainability always needs a local slant
Marketing Week ReportersViewing 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.