Sales & Marketing news

• Pernod Ricard is still willing to pay ‘big money’ for creative, disruptive ideas

  30-08-2018 15:47
  Pernod Ricard is still willing to pay “big money” for creative content despite cutting the number of agencies it uses and in-housing more media buying and content production.
  The company has been bringing data-collection and content in-house since February last year and is pleased with the results, saying the move led to increased productivity and cost-savings. Doing media buying internally has also led to improved efficiency, but CEO Alexandre Ricard says that does not mean it will
  
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• Recommended reading: Digital transformation and powering change

  30-08-2018 15:03
  Digital Darwinism
  Tom Goodwin
  Digital transformation remains high on the agenda for many businesses. But with 84% of digital overhauls failing according to Tom Goodwin, more needs to be done to protect and future-proof businesses in the digital age. Goodwin, who is executive vice-president of Zenith, argues that every assumption the business world has made about digital is wrong. He suggests brands have become complacent and reveals why digital innovation is failing. He then offers readers guid
  
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• TUI extends CMO’s remit to include sales

  30-08-2018 13:29
  TUI’s UK CMO Katie McAlister is broadening her role to take on responsibility for sales as the business looks to achieve a coherent strategy across customer sales and brand marketing activity.
  In her new role as sales and marketing director, McAlister will be accountable for customer experience across all channels, including its website, retail outlets and contact centres, working alongside the company’s marketing and customer experience teams.
  McAlister, who sits on the TUI UK &
  
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• Social spend accelerating despite most marketers not being able to prove impact

  30-08-2018 08:50
  Top marketers are spending more on social media than ever despite only a quarter being able to prove its impact, according to the latest CMO Survey.
  According to the biannual report, social media spend now accounts for 13.8% of brands’ total marketing budget, up from 9.8% in August 2017 and marking the highest ever annual increase.
  That’s despite only 24.7% of marketers suggesting they are able to prove its impact quantitatively, and 39.3% unable to show its impact at all. However,
  
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• Are chief customer officers just CMOs in disguise?

  30-08-2018 08:00
  Chief customer officers can be found on the executive board of a growing number of UK brands. In the last few months alone, Pret has hired its first CCO Barnaby Dawe, while his former employer Just Eat replaced his CMO role with a CCO, appointing Peter Duffy from easyJet.
  Elsewhere, when Hostelworld’s CMO Otto Rosenberger left, Kristof Fahy took on a new CCO role. At the BBC, Kerris Bright is the first CCO, while TfL’s Chris MacLeod was promoted from marketing to customer director.
  
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