In this video, Marketing Week's Mark Ritson takes a close look at the Mars-owned Snickers brand. His case study highlights how the company used various campaigns to deliver clear messaging globally and differentiate itself in order to boost sales in 56 of its 58 markets.
USC Center for PR Report Explores Tech's Impact USC's 2019 Global Communications Report, in partnership with PR Council, explores how the industry is adapting new technology tools. Pros predict social listening and web analytics are two that will be most valuable to PR work over the next 5 years. Download the report here.
RXBar CMO Victor Lee, who started at the protein bar company this year, welcomes competition as RXBar looks to join the oats market. Lee says for the company's next marketing campaign, "We're still holding true to our core message. But what you'll see in the new campaign is we're going to highlight more who we are as a product ... who we are as what we stand for."
The CMO position is being eliminated or consolidated with other roles at many large companies, including Johnson & Johnson, Hyatt Hotels and Uber. Titles such as "chief growth officer" and "chief brand officer" are reflecting marketing's changing relationship with brand building and revenue growth, and Forrester's Keith Johnston notes: "We're at that tipping point where we're trying to decide what marketing really means in this era."
Washington lawmakers on Tuesday questioned Google, Amazon, Facebook and Apple executives about antitrust, censorship, privacy and cryptocurrency issues as the regulators consider enacting legislation that would affect the industry giants. Facebook's Matt Perault said that Instagram and WhatsApp acquisitions are not out of the realm of traditional business practice and have helped propel innovation.
Omnichannel marketing is critical in a world with a vast number of customer touchpoints, but only 37% of marketers think they create effective omnichannel experiences, a Maropost survey reports, with lack of training the biggest obstacle. "This research reveals that most marketers deal with complicated platforms that slow them down, impede their growth and are difficult to use," said Ross Andrew Paquette, CEO and founder of the company.
Procter & Gamble, sponsor of the US Women's National Soccer Team, ran a full-page ad in The New York Times for Secret Deodorant spotlighting gender pay inequality as part of its #WeSeeEqual campaign. The ad's headline stated, "Women just made history. But they have always deserved equal pay," and the copy included a $529,000 pledge to the USWNT Players Association to help bridge the pay gap between men and women players.
Amazon appears to be improving the most among the leading digital media platforms in terms of ROI, with a net "better" score that increased 40% during the second quarter followed by Google (23%), Facebook (12%), Snap (4%) and Twitter (3%), according to Pivotal Research Group. Google is "poised to accelerate, particularly when combined with comments" regarding its "discover tab," says Michael Levine, a Pivotal analyst.
Calling all PR Council Member agency employees and interns! On Monday, July 23, from 5:45 - 7:45 p.m. Eastern Daylight time, the PR Council is presenting the 2019 InternFest, at ZENO Group's office in NYC. Take part in a fantastic networking and educational experience. Space is limited, so register now!
This MBA-style crash-course led by Dr. Ashish Nanda features key lessons from Harvard Business School case studies, exercises, and discussions. This program is ideal for agency leaders who are making management/operation decisions and/or running agency teams. Participants will leave with a toolkit to share learnings with their agencies. For information or registration, visit here.