Why procurement must be marketing’s new best friend
With ad spend forecasts being slashed post-Brexit and allegations of agency kickbacks, marketing’s relationship with procurement is back in the spotlight.
With ad spend forecasts being slashed post-Brexit and allegations of agency kickbacks, marketing’s relationship with procurement is back in the spotlight.
Consumers’ desire to escape from hyper-digital lifestyles gives brands an opportunity to connect with them in a more meaningful way.
Following BT’s acquisition of EE earlier this year, the two firms are to work together for the first time to launch a sports app offer that will only be available to EE mobile customers.
MasterCard is shifting money away from traditional above-the-line advertising to focus on real-time promotions as its CMO Raja Rajamannar looks to ensure that its marketing builds not just the brand but the business as well.
From taking Green & Black’s to a new market after “savage” customer feedback, to the birth of Veggie Pret, Mark Palmer urges marketers to rethink positioning, premiumisation and innovation.
It’s appealing to fulfil brand and sales objectives in one execution, but they’re so different that you’ll probably fail at both.
From a lack of transparency to the misconception only under 35s possess digital skills, marketers address the ageism rife in recruitment.
M&S has highlighted its brand and product proposition, personalisation and data, and modernising its store estate and supply chain as key focus areas for the next two years.