Fresh twist on traditional tools
Marketing WeekCustomer research methods must move with the times if big businesses are to avoid being accused of poor service, but there remains life in old-fashioned approaches, says Alicia Clegg
Customer research methods must move with the times if big businesses are to avoid being accused of poor service, but there remains life in old-fashioned approaches, says Alicia Clegg
Going global online means supplying content in a number of languages – but targeting your audience is the key, says Andy Atkins-Krger
Higher ad minutes allowances may give advertisers better value from TV – but they will be forced to spend the same just to stand still, says Colin Mills
Even when they’re doing well out of a service, people’s inbuilt sense of what’s fair can make them feel that they’re being ripped off
TranSys, the consortium behind the Oyster card, is planning to extend the smartcard brand into new categories through product launches and partnerships. The company has appointed brand licensing consultancy Golden Goose to encourage third-party businesses to “harness the power of the Oyster brand” by using it on products. It is understood that TranSys is keen […]
Virgin Media’s launch of its new channel Virgin 1, on Freeview, Sky and cable this week, has given advertisers yet another well-branded outlet. Its arrival has been welcomed by marketers, as it will exert further downward pressure on airtime prices. Even so, some wonder how effectively Virgin 1 will compete with established Freeview giants, such […]
Dennis Publishing is slashing the cover price of its news and current affairs title The Week by over a third in an attempt to ramp up sales. The price reduction, from £2.35 to £1.50, is part of a week-long promotion for the October 5 issue. The publishing company says that the special offer aims to […]
Heart, the Global Radio-owned network, is launching a 1.5m ad campaign that aims to highlight its “feelgood” positioning, in a bid to reach new listeners.
Publicis is realigning all of its digital operations under the Publicis Modem brand. Modem director Tom Poynter and Publicis Dialog’s head of interactive Sebastian Dreyfus have been made joint managing directors of Publicis Modem London as part of the restructure. The group previously offered digital services under both the Modem and Dialog brands. It was […]
Channel 4 is courting advertisers to appear in a series of “retro” ad breaks as part of the broadcaster’s 25th anniversary celebrations. The broadcaster is understood to be in talks with more than 40 advertisers about airing paired ads – from an old campaign and a new execution – during a break. The channel’s ad […]
The London Organising Committee of the Olympic Games (Locog) has been slammed by sponsorship agencies for its failure to communicate with the industry. Rupert Pratt, managing partner at sponsorship agency Generate, says Locog is failing to provide any meaningful information on possible partnership opportunities and clients are increasingly frustrated at the lack of information being […]
Mike Soutar has announced that his newly launched freesheet, ShortList, will publish its first set of Audit Bureau of Circulations figures in early February. The move is intended to demonstrate confidence in the product as he quashes rumours that the magazine is changing publishing dates to go head-on against Sport. The two-issue-old ShortList, aimed at […]
Lastminute.com has handed Manning Gottlieb OMD its pan-European media planning and buying business without a pitch. It follows the appointment of the agency to its £1.3m UK account in June. The agency’s appointment to the pan-European account, which was overseen by Suki Thompson & Associates, marks an effort by the travel and leisure website to […]
Samsung has appointed The Communications Agency (TCA), the integrated marketing services agency, to work on the launch of the U600 Purple handset following a competitive pitch. It is not known how many agencies pitched for the business. The brief was to create a brand identity for the new phone, to target young and fashion-conscious women. […]
WFCA, the Tunbridge Wells-based full-service agency, has won the European business for Foster’s-owned Beringer and Castello Di Gabbiano wine brands without a pitch. The group, best known for its Foster’s lager brand, has briefed the agency to create and launch a pan-European campaign for American premium wine brand Beringer. It will have the strapline: “Pioneering […]