Young & Rubicam has appointed Ann Fudge, a former president of Kraft Foods’ beverages and desserts division, as chairman and chief executive of Y&R Inc and Y&R Advertising. She replaces Mike Dolan.
While demonstrating a positive ROI is powerful, as a metric it should be viewed in the wider context of creative effectiveness, says Mars insight boss Sorin Patilinet.
Account-based marketing is not necessarily a bad idea, but B2B brands focus too much on personalisation, targeting and loyalty when executing it.
Promoted to CMO at the fast food giant, Michelle Graham-Clare has been McDonald’s most senior UK marketer since the departure of Gareth Helm last summer.
Gabriella Neudecker replaces marketing veteran Chris Macleod, who retired earlier this year after almost 15 years with the business.