VisitLondon is stepping up its activity in the US in a bid to lure sports-mad visitors to the city. The tourist authority will highlight a season of American sports in London in a campaign based on its “Do London like a local” positioning. The campaign will include radio and online advertising and print advertorials. Themed […]
The importance of encouraging consumers to recommend a particular brand or service, voiced in terms that are likely to prompt purchase, is something that marketers should dismiss at their peril
Innovative marketing techniques have helped make JCB one of the strongest brands in the UK. The challenge now is to replicate that success in overseas markets. Matthew Gorman reports
August’s winner of the IAB Creative Showcase Award, in association with Microsoft Digital Advertising Solutions, is Agency Republic with its latest campaign for Radio 1 – “Meet the DJs”. Radio 1 has always championed specialist musical tastes. So when a change in its schedule meant that a lot of the specialist shows were moving to […]
It’s barely autumn but the press releases are already flooding in, pushing those products you never knew you needed during the Yuletide festivities
Having revolutionised other media, digital technology has reached outdoor advertising with an accompanying wave of opportunities to market brands and measure impact. By Richard West
The potential for sales and profile uplifts through brand tie-ups is well-documented, but agreements should be entered into with care, and brand licensing terms carefully scrutinised, says Ian Whiteling
Mobile search has long been predicted to enter the mainstream, and now providers’ increased focus on offering local results means those forecasts are set to come true. Martin Croft reports
Although still in its infancy, the mobile advertising sector is growing rapidly and could take over from online. But marketers must understand the medium if they are to exploit it, says Catherine Turner
Internet ads, especially pop-ups, are driving Web users away. To avoid negative results, marketers must engage with consumers and produce highly targeted campaigns that maintain brand integrity
Charity appeals that touch the public’s selfish gene have the most impact, but faddism should not drive the UK fundraising market, says Dan Douglass
Now the four major US TV networks have announced quality content via the Web, the arena looks a more promising one for advertisers
At first sight, there may not seem much to connect Northern Rock, a minor bank rooted in the North-east of England, with Mattel, the world’s largest toy manufacturer, based in California. In fact the similarity is striking. Both are examples of brands that have put profit ahead of public trust in their order of priorities. […]
Okay we get the point, eBay customers can now buy their goods safe in the knowledge that by using PayPal Buyer Protection, they get up to £500 worth of cover for undelivered and unwanted goods bought on eBay. But the Diary, and the environment, certainly had not counted on the excessive packaging that the online […]
Is a European state about to bring about all George Orwell’s most gloomy predictions? Not if a campaign by The Sun has anything to do with it. The newspaper’s campaign, run by the aptly named Euro RSCG, coincides with the Labour Party Conference in Bourne-mouth and reminds the British public that the not-so “Golden” Brown […]