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.
Is Covid-19 giving brands a new perspective on Brexit?
Matthew ValentineCovid-19 may have put Brexit strategy on the backburner, but has the existential threat posed by the pandemic recalibrated how brands view Britain’s exit from the EU?
Facebook promotes from within as it names Alex Schultz CMO
Matt BarkerSchultz comes in as CMO at a pivotal point for Facebook as it faces a difficult period with the upcoming US election.
CX50 2020: What the pandemic has taught brands about customer experience
Morag Cuddeford-JonesIn our final article highlighting the work and views of this year’s CX50 list, executives explain how brands can take learnings from the pandemic to build on their customer experience.
Marketoonist on flipping the script
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here