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.
Grub Club wins £1m media investment from Sky’s sustainability ad fund
Molly InnesThe dog food brand has won the top prize from Sky’s Zero Footprint ad fund, now in its third year.
Is an inability to understand audiences holding back women’s sport?
Molly InnesBrands and broadcasters should be developing fan bases more to transform attention into revenue for women’s sport.
Vote for your marketing campaign of 2023: Group stage
Marketing Week ReportersMarketing Week has selected the top 12 marketing campaigns of 2023 and now it’s time to vote for your favourite.
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Peloton CMO departs after 11 months to take top marketing job at Verizon
Molly InnesLeslie Berland had spent almost seven years at Twitter as CMO before Elon Musk’s takeover, and joined Peloton in January to rejuvenate the struggling fitness brand.