Belief that investment in brands fuels performance is something that Diageo has embedded from the very top of its business down, says vice-president and global head of marketing effectiveness and embedded analytics, Gina O’Halloran.
Diageo lost market share in 70% of its portfolio in the six months to the end of December. However, the business will not resort to leaning on price promotions to drive “short-term” share growth at the expense of brand equity, its CEO said.
From growing share to defending margins through price, what should marketing prioritise and does the wider business understand effectiveness at all?
Linking marketing strategy to business performance is a powerful way to make a case for investment. But when macroeconomics mean growth is scant, building confidence can be tricky.
Why are so many companies ditching the CMO? It’s happened before but this time around it feels like a seismic shift in how businesses view marketing leadership.
Sales, closely followed by the CEO, may be the most important relationships for marketers to nurture, but do they feel the same way?
Having joined Virgin Media O2 six months ago, tasked with overhauling O2’s brand strategy, Rachel Swift says she wants to re-establish its reason for being but won’t “change things for change’s sake”.
Three has moved from a “social-centric approach”, where two-thirds of its media budget was allocated to channels like social media, to public channels like cinema, aiming to reach a broader audience.
