Marketing News

Everything you do outside of communications impacts on the consumer experience “It’s lovely to see our C-suite colleagues don’t share [our doubts]. On the whole they are not the ones saying marketing doesn’t deserve a seat at the table. Bizarrely it’s marketing people doing that, we really shouldn’t.” Salesforce’s vice-president of marketing in the UK
0 Comments
Adidas is on a journey to shift from marketing efficiency to marketing effectiveness, admitting a focus on ROI led it to over-invest in digital and performance marketing at the expense of brand building. The sports brand’s global media director, Simon Peel, explains that four years ago the company didn’t have any econometrics, its attribution modelling
0 Comments
Diageo has described as “profound” the shift in the belief in marketing across the business, and among its stakeholders, after embedding its effectiveness platform Catalyst throughout its marketing teams. Catalyst was launched two years ago with the aim of providing marketers with instant data that would help them make planning and strategic decisions on how
0 Comments
Tesco’s outgoing chief executive talked semantic strategies, regrets and how “brutal objectivity”  helped him lead one of the UK’s biggest business turnarounds. ‘German discounters’ and Aldi and Lidl have become synonymous in the retail world. But not for Tesco, which will only refer to the competition as ‘German retailers’. And there is strategy behind the
0 Comments
The company behind Mr Kipling and Bisto succeeded in turning around the fortunes of many of its brands thanks to strong agency relationships and a new strategy focused on creativity, innovation and consumers. [embedded content] Premier Food will never bring creative in house, according to its UK marketing director Yilmaz Erceyes, who believes its agencies
0 Comments
I get a weekly email from Amazon Echo that somehow reminds me of Brexit. It includes a rambling list of commands you might try giving your smart speaker. “Alexa, what happened on Love Island last night?” “Alexa, what’s Cristiano Ronaldo’s net worth?” “Alexa, how can I train a goldfish?” We get the interfaces we deserve.
0 Comments