Zero-based budgeting: Route to recovery or flawed thinking?
Charlotte RogersMarketers might be in search of a clean slate post-Covid, but is zero-based budgeting the answer?
Marketers might be in search of a clean slate post-Covid, but is zero-based budgeting the answer?
Data from Kantar shows that sales of branded products are outperforming the market as shoppers look for ways to treat themselves amid an ongoing reluctance to eat and drink away from home.
Lockdown has been the mother of invention for those wanting to shift their marketing careers – or themselves.
The achievements of this year’s CX50 members prove an organisation-wide customer experience mindset is a blueprint for the future as well as the present.
However, with views on their financial situation picking up, brands that restate their value and values could pick up sales as savings turn into spending.
From Coca-Cola’s brand cull to reports of a junk food ad ban and new marketing push by the Olympics, catch up on all the week’s marketing news.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
We arm marketers with all the numbers they need to tackle the week ahead.
While the attention in business has been firmly focused on surviving Covid-19, some brands are pushing to ensure that sustainablity does not fall off the radar.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From Coca-Cola and McDonald’s signalling a return to marketing, to the virtues of zero-based budgeting, it’s been a busy week on Marketingweek.com. Here is my take.
The pandemic may have caused major disruption to the ad market as global brands pulled spend, but cheaper media prices offer an opportunity for savvy companies to do more with less.
A total of seven brands have been nominated for Brand of the Year, with the winner to be announced at the Marketing Week Masters awards in September.
At our first Covid Christmas, consumer sentiment could range from weary resignation to a desire for escapism, and brands will have to set the right tone.
Marketing director of GSK Consumer Healthcare, Craig Percival, wants his team to capitalise on the Covid-19 fuelled trend for “self-care” in a bid to empower consumers, drive brand growth and divert pressure away from the NHS.
Coughs and sneezes spread a marketing message for Covonia in a category-first campaign.
With online sales up fivefold and a Deliveroo ‘dark kitchen’ already being trialled in Manchester, Morrisons is bullish about its ability to emerge from Covid-19 a “broader, stronger business”.
The Financial Times is urging its readers to lay the foundations for a fairer form of capitalism post-crisis, as it looks to build on its New Agenda positioning with a focus on responsible leadership.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Currently serving as Sainsbury’s group head of brand communications and creative, Rachel Eyre will join Morrisons in 2021 as the supermarket looks to foster a new generation of retail talent.