31 January 2013 - 5:02pm | posted by | 0 comments

EasyJet CEO Carolyn McCall reveals 15% ad budget cut but extols importance of marketing at Advertising Association's Lead summit

Carolyn McCall, EasyJet CEOCarolyn McCall, EasyJet CEO

While discussing the importance of marketing and advertising, EasyJet CEO Carolyn McCall has revealed that the budget airline has slashed its budget by 15 per cent in the last year.

Speaking at the Advertising Association's Lead summit today (31 January), McCall revealed that in the last three years the airline had "relaunched our advertising", and cut its advertising budget, although added that it still spent over £50 million each year on marketing.

She also revealed that the airline would aim to become as 'easy' for customers and as 'efficient' as possible, having gone 100 per cent online with its check in processes. She also added that "every pound spent on media campaigns have generated over £4 profit" and that the company only made £5 profit on each seat sold.

Despite the budget cut, McCall later extolled the importance of marketing for companies: "I don't see how a business can be successful without marketing and without clear positioning internally as well as to customers or without a communications programme about growing long term equity and generate sales."

She continued: "Marketing contributes to our bottom line. It's really important. Marketing is run as part of an overall commercial strategy. Something that is aligned with the core airline, which is why it makes such a difference for EasyJet."

She also revealed that the EasyJet app would be updated this year to offer more content on airport information and help with baggage check in procedures, and that the company's customer charter would be released to customers later in the year also.

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