Fathers the central figure in family brand campaigns
Laura SnoadAn increasing number of household brands are seeking to make an emotional connection with both sexes by running TV ads that poke a bit of fun at the way modern dads behave.
Why brand building must be a digital discipline
Laura SnoadMarc Pritchard, global marketing and brand building officer at Procter & Gamble, reveals how the Olympics sponsor is using a digital first strategy to communicate the values of the company alongside the benefits of its FMCG brands.
Growth in tablet ownership demands clever engagement thinking
Laura SnoadIt’s difficult to step onto a bus, tube carriage or train without spotting an iPad or other tablet device nestling in the hands of at least one commuter. And with tablets growing in popularity, there is a great opportunity for brands, as owners of these pieces of technology tend to spend more money online than […]
Why clear lines of communication get positive response
Laura SnoadBrands that design their customer experience and communications strategy around the ‘keep it simple, stupid’ principle will gain market share, according to research seen by Marketing Week.
Can brands boost depleted consumer confidence?
Laura SnoadAs the country’s eyes turn toward 10 Downing Street today awaiting the contents of George Osborne’s red briefcase, consumers will be keen to hear how the Governments raft of financial plans will benefit them. And with good reason. According to research published by Which? yesterday, 55% of consumers feel that their household is worse off […]
Corporate hospitality for London 2012
Laura SnoadBrands line up for the longer run: The economic environment has spurred a change of pace for hospitality programmes around this summer’s Games, with public inclusivity and long-term benefits now the goal.
Will Scotland’s growth in foodies offer new territory for brands?
Laura SnoadScots have never been known for their healthy diets, with delicacies such as Irn-Bru, pints of ‘heavy’ and ‘pizza crunch’ – deep fried pizza for the uninitiated – not doing much to change the age old perception.
Can marketing overcome its trust issues?
Laura SnoadWith the public’s perception of marketers being that they are no more than spin doctors for their brands, Marketing Week asks senior figures in the industry how they would give the function a more positive image.
Marketers call for a ‘rebrand’ of the industry
Laura SnoadMarketers from across the business world have called for a change in the way the industry operates in order to reverse perceptions of an industry that is seen as untrustworthy by many consumers.
Recipe for gaining larger slice of uk bread market
Laura SnoadAllied Bakeries director of brands Will Ghali tells Laura Snoad about how the business comes up with engaging multimedia campaigns for its top selling bread lines that highlight innovation and drive growth
Toy giant aims to bring personality into play
Laura SnoadThe outlook is bright for Mattel. Not only has it acquired Thomas the Tank Engine owner Hit Entertainment, the company behind Barbie is using marketing to make an emotional connection with parents.
Virtual reality bites when two worlds collide
Laura SnoadBrands are using consumers’ own smartphones to bring their in-store marketing to life and connect online and offline purchasing paths.
Breaking into Brazil
Laura SnoadBrands wishing to conquer the Brazilian market need to connect with its 192 million population via the mobile internet – plus sprinkle a strong local flavour into their marketing communications.
Vouchers: reclaiming the market from the deal-chasers
Laura SnoadBrands are at risk of being held to ransom by consumers unwilling to buy without a money-off deal. Does the solution lie in offering added-value incentives with a personal touch?
Profile: Christa Carone, CMO, Xerox
Laura SnoadTaking personal control of mission redefinition: If anyone can, Xerox chief marketing officer Christa Carone can make the brand’s communications strategy more relevant to its customers and shift ingrained perceptions about the business.