Marketers today have many options to invest their budgets in, creating something of a challenge. Which combination will drive the best results for their brand? What is the optimal mix of marketing investment and when is the best time to spend it? These questions are top of mind for the many chief financial officers, chief executives and company directors who must approve those budgets. And they are also keen to understand the degree of certainty behind the marketer’s final decision.
In this episode of The Marketing Commute we are joined by Jules Lund. Jules began his career as a TV presenter for the Channel Nine Show Getaway, before moving on to host a suite of TV and Radio shows. In September 2015, Jules launched Tribe, an influencer marketplace for brands to connect with social media influencers to create campaigns aimed at the influencer's audience.
In this episode of The Marketing Commute, the team chat with Greg Paull, the Principal and Co-Founder of R3 Worldwide. R3 is a global consultancy that offers marketers access to the expertise and services required to establish and administer effective multi-national agency engagements, and works with 9 of the top 20 global marketers. Greg is also co-author of three books - Global CMO, China CMO and Asia CMO, exploring how marketers are tackling digital transformation globally
In this episode of The Marketing Commute, the team interviews Bonita Durand, the VP of Global Product at Lacoste. Bonita started her career with L’Oreal, Revlon and Unilever, before working in Paris with Prada, Printemps and Lanvin. After that Bonita joined Gucci as Director Asia Pacific based in Singapore, before moving to Stella McCartney in London, taking the Direction of Collections worldwide. And in mid-2019 Bonita joined Lacoste in her current role.
The COVID-19 pandemic has changed the landscape for many companies. It’s seen some brands have a sudden increase in demand (booming brands), others a decline (declining but surviving brands), and some brands have unfortunately had to temporarily close their businesses (hibernating brands).
And for many consumers of these brands, who have been living for many weeks in home isolation, it’s meant a sudden change in their needs and behaviours, as well as their expectation from brands.
As marketers plan for a recovery from Covid-19, hibernating brands need to carefully map out the steps required to re-launch their business. As part of that, they will need to reset their marketing objectives and KPI’s, and determine which marketing levers to initially unlock, with a likely smaller budget than they had prior to Covid-19 breaking. And many will also be forced to shift the tone of their brand marketing.
