Can Burberry’s new ‘Transformation Management Office’ make its marketing work harder?

Burberry is hoping the introduction of a new ‘Transformation Management Office’ to oversee its business turnaround strategies will also spur ‘improved returns on marketing spend’ as it continues to struggle to turn a profit.
In May this year, against the background of further subdued global demand for luxury goods, Burberry outlined ‘key strategic’ plans to improve the business, including expanding from ‘digital prowess to e-commerce leadership’.
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