Sales & Marketing news

• McDonald’s CEO: We are not trying to take the brand upmarket

  26-07-2018 18:27
  McDonald’s CEO Steve Easterbrook says the brand is not trying to go more premium despite its significant investments in quality, provenance and technology.
  Speaking on a call with analysts this afternoon (26 July) following its second quarter results, Easterbrook said there is “not a conscious effort to take the brand upmarket”, with the focus on broadening its customer base.
  McDonald’s has been rolling out its ‘experience of the future’ restaurant, which off
  
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• ‘Brands risk neglecting the big idea amid media fragmentation’

  26-07-2018 15:22
  Client-side in the 1970s, we were called product managers, not brand managers, and the agencies understood the brand better than we did. Over 40 years, the agency service has fragmented. The biggest shift in that was the splitting off of media into media agencies. That was driven very substantially by clients wanting to pay less – a progressive trend over time.
  An underlying trend is that clients have been unwilling to pay for any talent other than creative executional talent within creat
  
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• Alibaba’s CMO on why marketers cannot ‘lag behind reality’

  26-07-2018 15:15
  As the CMO of a $40bn business, Chris Tung is not prepared to let his team drop off the pace. Responsible for an ecosystem of brands spanning ecommerce, payments, social media, cloud computing and marketing tech, Tung is clear that his marketers must embrace the opportunities of data-driven marketing or risk being left behind.
  “I find it actually takes time because there’s a legacy for companies who have been doing marketing the same conventional way for more than 50 years. You unde
  
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• AB InBev brings together marketing and innovation in new global CMO role

  26-07-2018 12:19
  AB InBev is bringing together marketing and its ZX Ventures venture capital fund under a new global CMO role as it looks to roll out innovations more quickly and stay on top of consumer trends.
  The shake-up means Pedro Earp, currently chief disruptive growth officer, will now hold the dual role of chief marketing and ZX Ventures officer. Miguel Patricio, previously CMO, will assume a new role overseeing global marketing projects, reporting into CEO Carlos Brito.
  ZX Ventures will continue to be
  
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• AI in the workplace: A perspective from the IPA

  26-07-2018 12:00 via warc.com
  As we move into a new creative era that rides the wave of AI automation, what repercussions might this technological tsunami have for the way we go about our day-to-day business in the modern workplace? The IPA’s Head of Insight, Damian...
  
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• Study: Finance marketing and its myths

  26-07-2018 01:01 via warc.com
  SYDNEY: Marketers working on finance and banking brands have been shown to be out of step with the public perception of gender in finance, amid a wider lack of trust and representation from the sector’s marketing, a new study finds.Yell...
  
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• How Goop works

  26-07-2018 01:01 via warc.com
  NEW YORK: Goop, the $250 million lifestyle and wellness brand, begun by Gwyneth Paltrow, emerged from a newsletter to create a business built on the value of finding beautiful things.This is detailed in a feature
  
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• How Changing families present opportunities for brands

  26-07-2018 01:01 via warc.com
  SYDNEY: It’s time to update the idea of what marketing to a family might mean in the modern age – and more than ever, family is a state of being rather than a fixed template, according to two agency experts in the area of marketing to...
  
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• BBC prototypes the future of smartphone content

  26-07-2018 01:01 via warc.com
  LONDON: Young news consumers want content that they can expand, fast-forward, and that builds incrementally to the time they have, according to tests by the BBC.The BBC, the UK’s publicly-owned broadcaster, has shared findings from the test...
  
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• ARF crafting new research code of conduct

  26-07-2018 01:01 via warc.com
  JERSEY CITY, NJ: The Advertising Research Foundation (ARF), the trade body, is developing a new code of conduct that can guide the insights industry at a time of rapid change.Scott McDonald, president/CEO of the ARF, discussed this subject during...
  
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• Advertising Association appoints Unilever’s Keith Weed as president

  26-07-2018 01:01
  The Advertising Association (AA) has named Unilever marketing chief Keith Weed as its new president.
  Weed, who will take over from former Camelot CEO, now the boss of Travelopia, Andy Duncan from September, will help to guide the strategic direction of the AA. Over the the coming year that will include ongoing work with the government and small and medium-sized businesses, as well as rebuilding public trust in advertising.
  He will also work closely with chairman James Murphy of adam&eve DDB
  
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