Marketoonist on the false choice between brand and performance
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
Airbnb CFO: We were right to shift spend from performance to brand-building
Michaela JeffersonCiting PR as its “most important channel”, Airbnb will continue to invest the bulk of its marketing spend in brand-building in 2022 as it looks to attract new hosts and support innovation.
Mars Petcare hails the ‘power’ of uniting brand and performance marketers
Michaela JeffersonA closer relationship between its brand and performance marketers helped Mars Petcare cut the cost per acquisition of pet food brand James Wellbeloved by 57%, while giving its brand team valuable insight to help “sharpen” its ads.
How brands are overcoming the ‘artificial division’ of brand and performance
Michaela JeffersonThe era of brand and performance as separate and distinct strategies is coming to an end, as marketers rethink everything from media strategy and creative synergy to team structure and semantics.
Marketing’s charity ‘Sprintathon’ returns for 2024 with £1m milestone in sight
Josh StephensonSupporting The Marketing Society and Stand Up to Cancer, the charity event has raised £910k since its inception in 2016.
Household spending, brands’ use of data, AI: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
Best-in-class brand building: The B2B edition
Michaela JeffersonIn the first of a new series looking at brand-building best practice in B2B, we speak to CMOs at companies including KPMG, QuickBooks and RS Group about brand diagnosis and positioning.
‘Marketing won’t change’: Top marketers on the evolving CMO role
Molly InnesCMOs from Channel 4, Chelsea Football Club and Octopus Energy discuss the trends impacting marketing’s top job, from reputational control to growth and tenure.
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