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Article

As marketers come under constant pressure to deliver ROI while doing "more with less", they can find efficiencies by adopting strategies that have proven successful for a number of start-ups.

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CHICAGO: 19 Crimes, the wine brand, claimed the top prize at the 2018 REGGIE Awards for a campaign that tapped the power of augmented reality (AR) and was created by agencies J.

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NEW DELHI: Coca-Cola is spending around three times as much as normal on the India Premier League this year as it takes on regional brands and pushes new variants of its leading products.

Article

Looks at the decision to 'go dark', scale back or eliminate the advertising budget, and both the short- and long-term implications this can have for brands.

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GLOBAL: Marketers believe that they are likely to waste around a quarter of their marketing budgets this year, according to a new report that also highlights how they remain focused on reach rather than tracking performance.

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LONDON: The City of  London and the financial markets are facing some of the same pressures from technological innovation as advertising, with both pushed towards prioritising short-term metrics, but the need for long-term brand growth is ...

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The nebulous entities of the City and Wall Street are often to blame for the short-termism that has afflicted marketing budgets in recent years, but analysts' outlook is changing.

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BOCA RATON, FA: Procter & Gamble (P&G) intends to cut its advertising agency and production costs by a further $400m by the end of its fiscal year on June 30, 2021.

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Explores advertising in a recession through the evidence available in the Warc archives and beyond - typically, recessions will cause businesses to reign in advertising spend in the short term, a mistake, the paper argues, that could cause long term damage to a brand.

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LONDON: UK marketing budgets continued to expand in the final quarter of 2017, according to the latest IPA Bellwether Report, but they were growing at their slowest rate in two years.

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NEW YORK: An ongoing internal review of the US Army’s marketing and advertising budget appears to question the effectiveness of almost $1bn spending on marketing programs.

Article

Demystifies how US companies are investing in audience data, helping practitioners benchmark their own spending against industry norms and establish a firmer basis for future investments.

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LONDON: As marketers come under constant pressure to deliver ROI while doing “more with less”, a leading brand strategy consultant has outlined four ways by which this can be achieved.

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STAMFORD, CONN: Marketing budgets are falling as a proportion of company revenue, according to a new study which suggests CMOs will be faced with some hard choices in 2018 as a result.

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BRUSSELS: Business confidence in the European advertising and marketing sector grew slightly in the third quarter of the year, following a sharp drop in the first half of the year.

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LONDON: Sir Martin Sorrell is less concerned about the impact of the digital duopoly and the incursion of consultants into agency space than the impact of “distortions” caused by the low cost of capital.

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Les Binet and Peter Field have undertaken new research based on the IPA Databank, exploring marketing effectiveness in a time of relative digital maturity.

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LONDON: The Advertising Association (AA), the industry’s trade body, has launched a major campaign to ensure the UK continues to welcome talented workers from abroad after the country leaves the European Union.

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LONDON: Marketing effectiveness is increasingly seen as being primarily about business outcomes rather than being limited to marketing itself, with major FMCG companies among those creating senior roles and dedicated teams to address the issue.

Article

The way businesses think about the effectiveness of their marketing is changing from a justification of expenditure toward clarifying and optimising marketing spend toward business outcomes.

Article

This article presents findings from WARC's new research: State of the Industry: Marketing Technology in the US and UK.

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SINGAPORE: Zero-based budgeting can be effective but marketers need to carefully examine the traditional/digital media divide to find success, according to a senior Facebook executive.

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SYDNEY: More than half of small businesses in Australia struggle to find the time or money to invest in marketing, according to a new report.

Article

This report, from the Association of National Advertisers (ANA), warns of non-transparent production practices at a number of ad agencies and holding companies in the US, and makes recommendations for advertisers on how to tackle the issue.

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CANNES/GLOBAL: Companies that consistently achieve the highest standards of creativity demonstrate their commitment to marketing in both attitudinal and practical ways, according to research from McKinsey & Co, the consultancy.