Sales & Marketing news

• ‘Marketers must beware of over-relying on ROI’

  18-03-2019 15:57
  Marketers must be careful of becoming over-reliant on ROI as a means to show their worth to the rest of the business, according to former Heineken and Sainsbury’s marketer Sarah Warby.
  Speaking this morning (18 March) on a panel about the evolution of the CMO role at AdWeek Europe, Warby warned that being a successful marketing function isn’t just about ROI but about wider contributions to the business.
  “You’ve got to be very careful about this notion of ROI,” she
  
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• Marketers’ frustrations, loyalty, social video ad spend: 5 killer stats to start your week

  18-03-2019 14:34
  1. Social video ad spend will grow 44% by 2021
  Social video ad spend in the US is predicted to grow 44% to reach $14.89bn in 2021, accounting for 10.4% of total video ad spending.
  Overall video ad spending will also increase 62.1% between 2019 and 2023.
  In regard to the platforms themselves, Twitter’s US video ad revenue will pass $1bn in 2021, while Snapchat’s US video ad business is estimated to grow 19.9% year on year in 2021, reaching $727.4m.
  YouTube is still the most common pl
  
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• ‘It literally makes no sense’: Facebook’s top marketer questions why so few CMOs become CEO

  18-03-2019 13:18
  More must be done to increase the pipeline of marketers that move on to become CEOs. That was the rallying cry of Philippa Snare, Facebook’s head of EMEA marketing group, talking at Advertising Week Europe this morning (18 March).
  She cited recent data that shows it’s 36% more likely that somebody in sales or finance will go on to become a company’s next managing director or CEO than a marketer, which she said “literally makes no sense”.
  Snare highlighted McDonald&
  
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• How Audi is bringing creativity to marketing effectiveness

  18-03-2019 09:00
  That Audi understands marketing effectiveness should come as little surprise. The brand picked up the IPA Effectiveness Grand Prix at last year’s awards for its ‘beauty and brains’ strategy, created with BBH, which focused on both the design of its cars and technical innovations, and generated an estimated £1.78bn in incremental value for the brand between 2015 and 2017.
  Key to that success has been understanding the effectiveness of creativity, not just media spend. Bef
  
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• Uber, KFC, Nike: Everything that matters this morning

  18-03-2019 08:50
  Uber edges closer to billion dollar IPO
  Uber has reportedly chosen to list on the New York Stock Exchange, as the ride hailing firm edges closer to its hotly anticipated initial public offering (IPO).
  Expected to take place in April, the IPO could be valued at $120bn (£91.4bn).
  The news comes as rival Lyft, the second biggest ride sharing firm in the US, prepares to go public on the Nasdaq stock exchange next week. Meanwhile, yesterday Levis Strauss returned to the stock market after 34 y
  
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• Sainsbury’s, Next, Levi’s: Everything that matters this morning

  18-03-2019 08:50
  Sainsbury’s pledges commitment to disability inclusion
  Sainsbury’s has become a member of The Valuable 500, a global campaign which is striving to place disability at the top of business agendas.
  The Valuable 500 was launched by disability activist and founder of Valuable, Caroline Casey, in January 2019.
  It is urging global business leaders to become accountable for disability inclusion in their companies by signing up to the campaign, which has already received support from ex-Uni
  
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• McDonald’s, Sainsbury’s, Cadbury: Everything that matters this morning

  18-03-2019 08:50
  McDonald’s UK ridicules coffee competitors in satirical homage
  McDonald’s has mocked its coffee competitors in the UK with a simplistic tongue-in-cheek ad that aims to highlight the simplicity of a good drop while insulting the ways coffee is often marketed.
  The fast-food giant’s coffee brand McCafe’s new ad, ‘We Could’, takes inspiration from its 2017 spot ‘Madness’ and mocks the creative work often seen in the coffee industry.
  The 60- and 30-sec
  
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• M&S, S4, junk food ads: Everything that matters this morning

  18-03-2019 08:50
  M&S plans shift to bigger food stores
  Marks & Spencer is planning to dedicate more retail space to its food offering as it targets the weekly family shop.
  The strategy involves converting more space in existing stores to food. In a letter to suppliers first reported by The Mail on Sunday, M&S says it is not getting its full range in front of enough customers.
  Just 12 stores offer all the 6,500 products in its food line-up, although its full range will go online with Ocado following
  
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• Disney, Sainsbury’s, Asos: Everything that matters this morning

  18-03-2019 08:50
  Disney completes $71bn 21st Century Fox deal
  The Walt Disney Company has closed its $71bn (£54bn) acquisition of Rupert Murdoch’s entertainment business 21st Century Fox, giving Disney the boost it needs to take on streaming giant Netflix.
  As part of the deal, Disney will absorb the Fox film and TV studios, the FX networks, National Geographic and Indian TV network Star India. It will also bring together franchises such as The Simpsons, X-Men, Star Wars and Marvel under the same roo
  
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• Why Birds Eye decided to kill its ‘Inspirations’ fish range

  18-03-2019 08:00
  Birds Eye has scrapped its premium frozen fish brand, Inspirations, and moved all the products in the range under the Captain Birds Eye umbrella as the brand looks to capitalise on “one of the most distinctive assets in the food industry”.
  Speaking to Marketing Week, Birds Eye’s UK general marketing manager for fish, Rebecca Nascimento, says the company’s “premium identity” was born after recognising it needed to play in the growing premium frozen fish catego
  
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• Why Birds Eye decided to kill its ‘Inspirations’ brand

  18-03-2019 08:00
  Birds Eye has scrapped its premium frozen fish brand, Inspirations, and moved all the products in the range under the Captain Birds Eye umbrella as the brand looks to capitalise on “one of the most distinctive assets in the food industry”.
  Speaking to Marketing Week, Birds Eye’s UK general marketing manager for fish, Rebecca Nascimento, says the company’s “premium identity” was born after recognising it needed to play in the growing premium frozen fish catego
  
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• Hack your commute: Reflect on the day’s tasks

  18-03-2019 07:32
  As we spend most of our waking hours at work during the week, the likelihood is that the last thing you want to do on the way into the office or on the way home is spend more time thinking about it.
  In fairness, you could just as easily shift this hack to within your working hours – indeed there’s a case to say employers should encourage you to do so. But if you lack the time and space to stop and think at your desk, your commute is a good time to do it.
  The importance of reflection
  
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• WARC Rankings: Best of the Best 2019

  18-03-2019 01:00 via warc.com
  BBDO New York, Burger King and Procter & Gamble have topped WARC’s first-ever ‘Best of the Best’ global index of excellence which aggregates results from across all three recently released WARC Rankings – Creative 100,...
  
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• Smart home tech needs to adapt to APAC consumers

  18-03-2019 01:00 via warc.com
  The global smart home market is expected to be worth $400bn by 2030, with Asia Pacific accounting for at least a quarter (25%) of the total, according to a new study that also identifies what APAC consumers want from devices like Amazon Alexa. ...
  
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• Rakuten takes a big stride in Europe's VOD market

  18-03-2019 01:00 via warc.com
  Rakuten, the Japanese e-commerce giant, is ramping up its challenge to Amazon and Netflix with plans to expand its video-on-demand service in Europe, at the same time as teaming up with four major TV manufacturers to embed a special Rakuten button...
  
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• Pandora targets smart speakers

  18-03-2019 01:00 via warc.com
  Pandora, the music streaming platform, is refining its advertising offer by enabling brands to target particular types of device, such as smart speakers, games consoles or smart TVs.The move opens up some new opportunities in voice: the
  
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• Digital begins to replace TV as a conversation driver

  18-03-2019 01:00 via warc.com
  TV advertising has driven consumer conversations for years, but evidence suggests younger viewers' growing preference for digital channels and streaming is making it harder for brands to engage with them.That is according to Engagement Labs, a...
  
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