Sales & Marketing news

• ‘Strategy will soon be assessed on predicted outcomes, not retrospective results’

  21-06-2018 17:14
  For years, great creative was the marketing holy grail. Success was largely the result of the quality of the creative, not the underpinning insight or corresponding strategy. In fact, strategy was often used as a means to retrospectively prove the value of the creative idea. This isn’t to say that the industry didn’t want or value true insight, more so that research was used as an evaluation tool, rather than a powerful way to fuel strategy. 
  More recently, the explosion of data
  
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• Nike challenges Chinese stereotypes, Benetton slammed for migrant ads: International round-up

  21-06-2018 15:43
  Nike urges Chinese parents not to underestimate their kids
  Nike is challenging Chinese parents to stop being overprotective or underestimate their children’s sporting ability through its ‘Don’t Call Me Precious’ campaign.
  Produced alongside R/GA Shanghai, the campaign features a series of videos starring some of China’s up and coming sports stars in running boxing, football and basketball – all aged between 10 and 13.
  The youngsters can be heard urging the adu
  
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• Joanne Lao: 'There is a huge pride in China today'

  21-06-2018 15:00 via warc.com
  Joanne Lao is CEO, TBWA Greater China and is judging the 2018 WARC Prize for Asian Strategy. Here, Lucy Aitken, Managing Editor, Case Studies, talks to her about how China is rewriting the rule book for retail and tech and why Chinese...
  
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• HP’s Antonio Lucio on why brands must innovate on their own terms post-Cambridge Analytica

  21-06-2018 13:53
  HP’s relationship with big digital platforms has changed significantly since it was revealed data from 87 million Facebook users had been harvested by political consultancy Cambridge Analytica.
  As a result, HP’s global chief marketing and communications officer Antonio Lucio believes brands can no longer avoid being part of the conversation around transparency, fraud or viewability, nor can they escape the fallout since the scandal, as it has made businesses think abou
  
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• Google: GDPR is well intentioned but it will be a bumpy road to compliance

  21-06-2018 12:45
  Google’s EMEA boss Matt Brittin has said that while he thinks the new General Data Protection Regulations (GDPR) are “well-intentioned”, it will be a bumpy road to compliance.
  Speaking at a press briefing at Cannes Lion yesterday (20 June), Brittin called out how late much of the detail of the regulations had come through. He pointed to the fact that the IAB standards were released just a month before GDPR came into force.
  “It’s very well intentioned, but a lot of t
  
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• Mark Ritson: How ‘influencers’ made my arse a work of art

  21-06-2018 12:15
  It’s the middle of June and you know what that means. A certain location on the French Riviera orders in the rosé, sets up shop and any marketer with a pulse and an expense account heads to Cannes and the Festival of Creativity.
  After much navel-gazing and flagellation over the past year, Cannes has re-emerged apparently unchanged and as powerful and pointless as ever. The presentations remain the same dreary combination of purpose, creativity and disruption – just with bigger
  
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• Global markets are flashing an ominous signal that investors are bracing for the worst

  21-06-2018 12:06 via feedproxy.google.com
  thAn increasing number of experts across Wall Street are warning that the ongoing market and economic cycles are entering their final stages.
  One statistic compiled by Morgan Stanley suggests investors are already getting more risk averse, which could usher in the end of the cycle even more quickly than previously thought.
  As the prospect of a trade war threatens to divide the world, a unified front is forming in global markets. It's just not the type any risk-seeking investor wants to see.
  A Mo
  
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• Housing affordability in America is the worst in nearly a decade and there's one clear culprit

  21-06-2018 12:03 via feedproxy.google.com
  Housing affordability hit its worst level in nearly a decade during the first quarter, according to Attom Data Solutions. 
  Attom measures affordability by comparing average wages to median home prices, to determine what share of income people need to spend on housing. 
  Prospective buyers needed to shell out more because mortgage rates rose. The pace of home-price growth actually slowed, according to Attom.
  Housing in the US has not been this unaffordable since property values were in f
  
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• Groups Sales and Marketing Executive - Attractions Management

  21-06-2018 11:09
  Attractions Management
  Groups Sales and Marketing Executive
  Attractions Management
  We are recruiting a new groups sales and marketing executive to join our friendly team. As groups sales and marketing executive, you will be responsible for supporting the five RHS Gardens around the UK grow their groups visitors. For more than 210 ...en meer »
  
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• These 25 companies are best positioned to rake in big profits as robots and AI take over, SocGen says

  21-06-2018 08:38 via feedproxy.google.com
  The market for artificial intelligence will grow to generate $59.75 billion in revenues by 2025, Société Générale forecasts. 
  The firm created a Rise of the Robots index with companies that are best positioned to profit from this growth. 
  In the selection process, the analysts considered companies that invest heavily in research and development, those with a healthy return on invested capital, and sales growth. 
  The robots won't take over every job, but
  
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• US businesses and consumers could be the 'prisoners' of Trump's trade fight with China

  21-06-2018 08:24 via feedproxy.google.com
  A trade war has been brewing between the US and China.
  The White House has said the US would have an edge over China in a trade war.
  But economists think China has more room to negotiate. 
  The White House has asserted the US has the whip hand in a tariff fight between the world's largest economies — with a senior economic adviser saying "it's clear China has much more to lose" and the president himself declaring  that "trade wars are easy to win" — but economists widely dis
  
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• How KLM’s customer service took off on Messenger

  21-06-2018 08:00
  The post How KLM’s customer service took off on Messenger appeared first on Marketing Week.
  
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• 'The industry is looking for alternatives to the duopoly': Here are the potential winners and losers if AT&T buys AppNexus (T, FB, GOOG)

  21-06-2018 03:33 via feedproxy.google.com
  AT&T is in talks to buy digital ad firm AppNexus, Cheddar reported.
  That likely signals that the company's plans to challenge advertising titans Google and Facebook.
  There's sure to be winners and losers if a deal goes through.
  Just a week after AT&T won a landmark ruling allowing its merger with Time Warner to continue without conditions, it appears its acquisition plans aren't slowing down anytime soon.
  The company is in talks to buy digital ad firm AppNexus, C
  
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• One of the world's largest commercial-real-estate companies is going public

  21-06-2018 03:30 via feedproxy.google.com
  Cushman & Wakefield filed to go public on Wednesday.
  The company employs about 48,000 people worldwide and earned $6.92 billion in revenue last year, a regulatory filing shows.
  It's counting on the continued growth of commercial real estate around the world and more participation from institutional investors in the property market. 
  The commercial-real-estate giant Cushman & Wakefield has filed for an initial public offering.
  The filing, published on Wednesday, shows that the compan
  
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• US and China lead new net ad investment

  21-06-2018 02:00 via warc.com
  GLOBAL: Some $24bn in  new net advertising investment will be generated during 2018, according to latest figures from GroupM, with the US and China contributing over half that total.This Year Next Year, the media agency’s half...
  
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• The 'Australian dream' wakes up

  21-06-2018 02:00 via warc.com
  SYDNEY: Marketers in home-related categories should consider how they can help people “reimagine the Australian dream” as many younger consumers struggle with the demands made by an aspiration to home ownership, a new study suggests. ...
  
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• Improve CPE to 'supercharge' marketing efforts

  21-06-2018 02:00 via warc.com
  NEW YORK: Brands can gain potentially huge benefits from rethinking spending on consumer promotions and engagement (CPE) and bringing the same rigor to this area that they apply to above-the-line activities.CPE is often relegated to the...
  
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• GSK's digital transformation formula

  21-06-2018 02:00 via warc.com
  CANNES: GSK Consumer Healthcare, the pharmaceutical company, has embraced the challenge of digital transformation by implementing a wide range of strategies that reflect the changing marketplace.Marc Speichert – who joined GSK Consumer...
  
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• CMOs must embrace change and upskill

  21-06-2018 02:00 via warc.com
  MUMBAI: The role of the chief marketing officer is changing, and marketers must stay on top of evolving business priorities, according to the CMO of one of India’s biggest beverage companies.“There was a time when marketing meant...
  
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• Advertisers are missing out on $45bn profit

  21-06-2018 02:00 via warc.com
  GLOBAL: Better allocation of marketing spend could result in around $45bn more profit globally for brands each year, according to new research.A study by Ebiquity, released yesterday in Cannes, analysed some 2,500 campaigns over three years,...
  
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