4 Min Read |
The continuing trend is seeing growing numbers of companies diverting a greater percentage of their marketing budget spend away from traditional and towards other forms of advertising.
In 1995 Esteé Lauder went public and in 1998 acquired the make-up-artist driven brand M.A.C. Cosmetics; a niche grassroots company with a big reputation, relying heavily on word of mouth marketing efforts that developed the brand into a global authority.
When Esteé Lauder acquired the brand in 1998, company president, John Demsey made a bold decision in his marketing strategy. He didn’t opt to invest in traditional print media, instead, he focused on building an…
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Updated July 2021