AB InBev to ‘disproportionately’ allocate marketing spend behind ‘megabrands’
Josh StephensonAB InBev posted higher revenues but lower volumes in Q1 2024, as the Bud Light backlash continues to constrain growth.
Zoopla adopts ‘scientific’ approach as marketing spend surges 41%
Grace GollaschClaiming the brand has “carried the business forward” in its push to become more than home search, Zoopla is taking a “scientific” approach to allocating marketing spend.
‘It’s how momentum is built’: Brands on how best to document marketing excellence
Josh StephensonHowever you define marketing excellence, it’s essential those standards – and the outcomes – are shared with the wider organisation and documented for the future.
‘You don’t get a chance to own your narrative’: Airbnb’s CMO on why ramping up brand helps it counter the naysayers
Molly InnesSince rebalancing its marketing mix to focus on brand building, Airbnb has reaped the rewards, though top marketer Hiroki Asai says its model will not work for all brands.