New 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 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.
Analysis 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.
Mark Ritson, Helen Edwards and CMOs from Nationwide and KFC confirmed for a new March event called The Bottom Line that will deliver insight into what marketers should spend their time and money on.
Former Costa Coffee CMO Sarah Barron has been appointed to lead the restructured team, filling the role which has been vacant since ex-McDonald’s marketer Emily Somers departed last March.
Direct-to-consumer brand Thinx challenged people to think differently about menstruation.
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