‘A different way of building brands’: Diageo on using AI to get closer to ‘real consumers’
Grace GollaschDiageo is using AI to better understand “real behaviour, not unintended”, which it is using to drive innovation.
Ford: Using ‘business metrics’ can earn marketers a seat at the top table
Grace GollaschTrading media metrics for the “right data” can help marketers prove to the CFO why certain investments are “worth every dollar”, says Ford Europe’s media boss.
Zoopla adopts ‘scientific’ approach as marketing spend surges 41%
Grace GollaschClaiming the brand has “carried the business forward” in its push to become more than home search, Zoopla is taking a “scientific” approach to allocating marketing spend.
How humour helped Nationwide position itself as the ‘antithesis’ of other banks
Grace GollaschNationwide’s TV ad ‘In your best interest’ uses humour to cut through a “serious” category, which lands it in the top 8% of all UK ads, according to Kantar’s ‘The Works’ study.
PepsiCo names former Kraft Heinz marketing boss as Europe CMO
Grace GollaschFormer Kraft Heinz CMO Paula Marconi has joined PepsiCo to help “strengthen” its market presence across Europe at a “pivotal time” of driving change and growth.
Global social media ad spend to approach £200bn in 2024
Grace GollaschAccording to WARC Media, social media is the largest media channel worldwide by advertising investment, with Meta alone representing a 63% share of global social spend.
Coca-Cola: To avoid getting stuck in a ‘marketing bubble’ marketers have got to listen
Grace GollaschCoca-Cola’s senior director of media operations underlined the importance of being customer-centric in order to avoid siloed thinking.
McDonald’s CEO: Personalisation is key in driving greater frequency and spend
Grace GollaschInvesting in digital capabilities to “personalise the experience” will drive profitability for the company, McDonald’s CEO says.
Adidas pledges to ‘over-invest’ in marketing as CEO admits ‘we are not as good as we should be’
Grace GollaschAdidas increased investment in marketing by 9% in the first quarter as it looks to build “brand heat”.
CMOs urged to use latest cookie phase-out delay as a reminder to get ‘on track’
Grace GollaschThe CMA has raised further concerns about the introduction of Google’s Privacy Sandbox, which has now been delayed until 2025, but the hold-up is not expected to make any “meaningful difference” to advertisers, experts say.
Confused.com appoints CMO to drive ‘new era’ for the brand
Grace GollaschFormer Swyft CMO Geoff Bull joins Confused.com to lead the brand as it looks to “support customers” through a turbulent insurance market.
‘Show you we know you’: Morrisons’ CMO on its mission to win customers back
Grace GollaschMorrisons CMO Rachel Eyre describes loyalty as a two-way street so says the supermarket must be “hyper-personalised” in its offer to get more people “voting with their feet”.
‘People don’t know who we are’: One banking business on its shift to brand building
Grace GollaschWise has driven much of its growth to date through word of mouth, but having evolved its proposition, the international banking platform believes now is the time to launch its first global brand campaign as it looks to build awareness.
Nationwide: Marketers should stop framing advertising as an investment
Grace GollaschMarketing boss Richard Warren claims boards see advertising as a running cost, meaning marketers shouldn’t “cloak” campaigns in the word “investment”.
Advertising’s longer term ROI more than double short term, study finds
Grace GollaschAnalysing £1.8bn of media investments across the UK, a post-Covid/Brexit advertising effectiveness study found profitability varies greatly by media, with TV the greatest driver of overall profit volume.