Pepijn Rijvers isn’t a “mad man” or one of the slick, nattily suited advertising salesmen from the TV series Mad Men. “We’re fairly rational in how we invest,” said Rijvers, the chief marketing officer of Booking.com, when he spoke on April 26 in Berlin at Skift Forum Europe. Pepijn Rijvers acknowledged that an increase in brand marketing is part of Booking.com’s mix. But he said he found brand marketing to have limited usefulness relative to other options.
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