CEO Michel Doukeris said the alcoholic drinks giant had stepped up the effectiveness of its creativity through its digital transformation and its in-house creative agency DraftLine.
In 2022, Reckitt’s brand investment increased by 5.7% while like-for-like revenue grew 7.6%. As a percentage of revenue, spend decreased from 12.6% to 11.8%.
As a travel company, TUI “sells dreams” and so needs to look beyond channels where return on investment can be granularly measured, says UK and Ireland CMO Katie McAlister.
Advertising professionals’ view of what makes a good ad is not only biased, it’s usually wrong, as their reaction to Tourism Australia’s last campaign shows.
The Currency of Effectiveness will feature speakers such as Mark Ritson, NatWest CMO Margaret Jobling, Dr Grace Kite and SAS CMO Jennifer Chase on how to define, deliver and measure great effectiveness.
P&G reported its first quarterly sales decline in five years during its most recent earnings, but is now targeting a return to its ‘balanced growth algorithm’.
Marketers have lost sight of proper research into what drives brand successes and challenges, distracted by the lure of woolly ‘insight’.
CEO Gavin Hattersley has defended the brewer’s marketing investment strategy after reducing overall spend in Q4, as sales fell short of analyst expectations.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Whisky brand Jameson has increased the ROI on its media spend by 40% in the US, thanks to Pernod Ricard’s digital transformation efforts, the business claims.
Burger King’s plan to fuel US sales growth with increased spend on advertising to improve brand perceptions is paying off, the business claims, as it reports a 5% uplift over its fourth quarter.
The travel accommodation business’s decision to cut performance marketing and increase brand investment two years ago is paying off, it claims, with the move away from ‘buying customers’ to ‘education’ boosting direct bookings and retention, and helping grow profit.
Coca-Cola plans to drive both affordability and premiumisation to cater to different consumer needs and create growth in a ‘dynamic’ macroeconomic environment.
After John Lewis revealed last week it would be parting ways with long-term agency partner adam&eveDDB, System1’s Jon Evans looks at what the retailer’s new agency can learn from the successes and failures of more than a decade of festive ads.
The company behind Guinness and Johnnie Walker ‘bakes in’ marketing effectiveness within its way of brand-building, ensuring all its marketers understand and can utilise the effectiveness technology at their disposal.