We were right to shift spend from performance to brand-building

Airbnb has reported its “strongest ever” fourth quarter results, driven by higher revenue and increased marketing efficiency. Net profit reached $55m (£40.6m) over the three months to 31 December, compared with a net loss of $3.9bn (£2.9bn) over the same period in...

Pernod Ricard ups marketing spend despite ‘volatile’ environment

Pernod Ricard, the company behind brands including Beefeater gin, Absolut vodka and Jameson whiskey, will be increasing its marketing spend over the second half of its fiscal year to support new innovation launches and “sustain long-term growth”. Marketing spend...

Ramping up marketing spend was ‘undoubtedly the right decision’

Increased marketing investment behind Coty’s key beauty brands has resulted in a “true turnaround of the business”, with revenue up 12% over the second quarter. Source: Shutterstock Coty says it is reaping the rewards of ramping up its marketing investment during the...

Kimberly-Clark to support price rises with increased marketing spend

Source: Shutterstock Kimberly-Clark plans to offset the “majority” of cost inflation this year by increasing the prices of its products, which will be supported by a boost in marketing investment. The news follows a “disappointing” 2021 fiscal year for the FMCG...

P&G reports more effective marketing after upping digital spend

Procter & Gamble (P&G) has reported a notable improvement in the effectiveness of its marketing spend, three months on from vowing to increase its investment in digital media. At the same time, the FMCG giant has continued to up its marketing investment to...