With Marketing it must be carefully targeted, planned and executed. Scattergun approaches can be analogous to throwing money to the wind and tens of millions can easily be wasted. Marketing low cost third rate airline seats that potentially almost anyone might buy is very different to building brand awareness of a high end dairy company that only a small percentage of customers might buy.
Throwing Jayne into this was like taking someone off the lot of a Turners Car yard that specialised in disposing of end of life vehicles and appointing them as CEO for Mercedes-Benz New Zealand. Some appointments were always destined to fail and were never a good fit from the outset.
HLG have a good disciplined approach where they're targeting social media and digital channels. Very smart operators when it comes to marketing spend.