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Marketing Plan

Budgeting

Accenture CEO Julie Sweet Says New Brand Campaign Is About Embracing Change

Accenture is launching what it’s calling the company’s biggest brand change in a decade, aided by a $90 million annual media budget that’s triple the normal spend. The campaign, titled “Let There Be Change,” was developed by creative agency Droga5, which Accenture acquired last year. The campaign was developed alongside Read more…

By Chris Lindauer, 5 years10/17/2020 ago
Branding

‘We have to chart a new path’: Singapore tourism marketing chief on a post-pandemic world

The Covid-19 pandemic has decimated the tourism industry and recovery will take time, as mass international travel will not return in any significant way any time soon. The pandemic has also irrevocably changed consumer behaviour and spending patterns. This means it is crucial that countries like Singapore work closely with Read more…

By Chris Lindauer, 5 years ago
Marketing Currents

How marketers convinced America to eat fish sticks

There is perhaps nothing more quintessentially American than the fish stick. Where else but in this nation could one freeze processed whitefish into a brick, cut it up into deep-friable strips, and ship it to a landlocked region like Kansas for immediate consumption? Click here to read the story at Read more…

By Chris Lindauer, 5 years10/05/2020 ago
Demographics

How El Pollo Loco tripled digital sales in 2020 by modernizing its marketing

When Bernard Acoca was named CEO of El Pollo Loco in 2018, the restaurant chain was still spending 98% of its media budget on TV and print media — years after digital media had disrupted the marketing landscape. With a strong marketing background, including years at Starbucks, Pizza Hut and Read more…

By Chris Lindauer, 5 years08/26/2020 ago

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