Global Marketing Data, Nike's Marketing Priorities and Accenture Song Read-Throughs
Madison and Wall: Saturday Summary for September 28, 2024
Every week on The M&W Podcast, Olivia Morley and Brian Wieser discuss Madison & Wall’s latest research and talk our listeners through how the advertising business really works. Episode four of Madison & Wall’s M&W is available now on Spotify or wherever you get your podcasts.
Weekly Work
Madison & Wall published new estimates for the global marketing industry; we think that this year marketers will spend $2.4 trillion, nearly 2.5x the size of advertising spend alone. Read more.
Accenture’s new results for its Song division suggest positive trends for marketing-related IT services businesses. Read more.
Did Nike’s emphasis on performance marketing put it on the ‘wrong trajectory,’ and how will the industry respond to its CEO stepping down? Our take: Nike’s news won’t mean anything for the industry at large, and maybe not even for Nike’s own marketing choices. Read more.
Additional Context
Looking at our most extensive piece of work this week . . . Nike, still one of the world's most iconic marketers, announced it’s parting ways with CEO John Donahoe on September 19, after what the WSJ characterized as a “rocky tenure.” Subsequently, some ad industry leaders opined that the company’s situation stems from an overreliance on performance marketing at the expense of brand-building. We responded by analyzing Nike’s financial performance relative to its peers and to U.S. retail shoe store growth, and concluded that Nike’s CEO swap probably won’t change much about its marketing priorities – or its competitors’.
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