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.
Incoming in-store HFSS restrictions could lead to ‘huge swings’ in category share
Niamh CarrollDespite the government announcing a delay to new HFSS multibuy and advertising rules, changes to in-store display rules are set to go ahead. These will have a major impact on affected brands, say analysts.
Marketing salaries, ethics and contextual targeting: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
CEOs are one of the most ‘underrated’ marketing tools, study finds
Niamh CarrollNew research shows a strong correlation between the personal reputation of CEOs and that of their brands, particularly in founder-led businesses.
HFSS, Tesco, Ryanair: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.