Failure to Build Brands Is Hurting the Economy, GroupM's Irwin Gotlieb Says

A "massive deficit" of brand building is dragging down the economy, according to Irwin Gotlieb, global chairman of GroupM.When the history books get written on the last 15 years, Irwin told me in a video interview for his induction into the Advertising Hall of Fame, "I think they will say that the lack of brand building, the lack of effort on long-term marketing, destroyed and damaged more brand value than anyone can add up."Every client, Irwin said, is suffering from what his boss, WPP's Martin Sorrell, coined as "short-termism." Every client has to make the next quarterly report. "When you become more focused on the short term than the long term, you need to narrow your marketing funnel because that's where long-term effect happens. You focus on short-term ROI, and brand building doesn't give you short-term return, it gives you long-term return." Continue reading at AdAge.com Continue reading at 'Advertising Age'

[ Advertising Age | 2017-07-31 00:00:00 UTC ]
News tagged with: #martin sorrell #quarterly report #short term #long term

Other news stories related to: "Failure to Build Brands Is Hurting the Economy, GroupM's Irwin Gotlieb Says"

Sainsbury's launches own-brand kids' books

Written By: Charlotte Williams Publication Date: Mon, 07/03/2011 - 09:00 Sainsbury's has launched a range of own brand pre-school children's books, publishing eight titles in collaboration with Dorling Kindersley. The titles went on sale on Saturday [5th March] in more than 200 of the... Continue reading at The Bookseller

[ The Bookseller | 2011-03-07 00:00:00 UTC ]
More news stories like this | News stories tagged with: #children aged #supermarket chain #dorling kindersley #titles including

Bookmarc: Bookstore as Luxury Brand

Bookstores may be many things, but fashionable isnt usually one of them. That could change now that designer Marc Jacobs has put his imprimatur on Bookmarc stores on both coasts and added branded Bookmarc sections to a handful of MJ stores from Provincetown, Mass., to San Francisco, as well as... Continue reading at Publishers Weekly

[ Publishers Weekly | 2011-02-14 00:00:00 UTC ]
More news stories like this |

PA opposes review of Digital Economy Act

Written By: Charlotte Williams The Publishers Association [PA] has attacked the culture secretary's decision to allow communications watchdog Ofcom to "delay" the Digital Economy Act. Culture Secretary Jeremy Hunt announced yesterday [1st February] that Ofcom is to assess whether the Act's... Continue reading at The Bookseller

[ The Bookseller | 2011-02-02 00:00:00 UTC ]
More news stories like this | News stories tagged with: #copyright infringement #culture secretary #charlotte williams

Fry Communications Builds Out Suite of Publisher Services

In two acquisitions this month, Fry Communications, a leading publication printer, has added to the array of services it offers customers. Continue reading at Folio Magazine