The Digital Britain Report isn’t all doom and gloom for the regional press. Newspaper groups can still increase their readership, and drive new revenue streams – as long as they successfully commercialise their product offering. The ability of publishers to offer a free-ad model to a strong user audience is compelling. Rather than charging the […]
Littlewoods’ decision to return Woolworths to the consumer via the web is an interesting one. True, it has purchased an iconic brand with loyal customers – but one with a heritage founded in shopper interaction, impulse purchase, multiple categories and a bricks-and-mortar experience. The challenge will be to set Woolworths apart in a space dominated […]
The convenience marketplace is a growing sector that brands can no longer afford to ignore. As the multiples continue to focus their efforts on promoting ownbrands at the expense of suppliers’ products, FMCG brands must diversify and shift their focus towards the independent stores. The question is, presented with 50,000 convenience stores across the UK, […]
I completely agree with Ruth Mortimer in her article, “Pizza Hut’s reheating of stale rebranding ideas fools nobody” (MW 18 June). Surely if the name change were not just a PR stunt, the rejection of the exact same plan in the US should have deterred the British branches from repeating it. Yet despite the extra […]
According to marketing guru Philip Kotler, long periods of prosperity are a thing of the past. Turbulent times are the new order
BSkyB is vowing to fight back at media regulator Ofcom’s proposal to make much of its content, including sports and movies, available to other broadcasters to ensure greater competition. Sky’s response comes after Ofcom released its third consultation document where it states that the satellite broadcaster should be required to make its premium channels available […]
Advertisers will soon be able to buy space on Co-op cash machines as the Co-operative Media Centre widens its scope across the supermarket-to-travel-business group. The Co-operative Media Centre acts as a central point for advertisers wanting to access its range of assets, including pharmacy bag inserts, point of sale promotions, retail poster sites and in-store […]
With digital media now firmly entrenched in the marketing mix, there was no shortage of advice about how to make the best use of it throughout the festival.
McDonald’s is this week launching the latest instalment of its “That’s What Makes McDonald’s” campaign, which focuses on the message that its burgers are made from whole cuts of real beef. The campaign, created by Leo Burnett, promotes the message that all that is added to its beef patties is a pinch of salt and […]
Overhaul thought to be the reason for delay in unveiling new homepage.
The fitness industry, led by the Fitness Industry Association (FIA), is donating £3m-worth of resources to help Britons become more active through a MoreActive4Life initiative. The MoreActive4Life launch forms part of the Government’s £275m Change4Life initiative to encourage the nation to “eat well, move more, live longer”. The FIA will provide 40,000 hours of access […]
Matalan is widening its sponsorship strategy to target young women after signing a deal with Sky to sponsor two live music shows this summer. The retailer is to sponsor the first runs and repeats of Madonna and Girls Aloud concerts across several Sky channels. Matalan advertising manager Fiona Lamming says the sponsorship will help bring […]
Volkswagen Commercial Vehicles is launching a marketing campaign as part of a strategy that aims to reposition its vehicles as sound investments. The digital, press, retail and radio activity, the latter voiced by Ray Winstone, uses the new strapline “very commercial vehicles”, which replaces the “let’s go to work” strapline. Mark Hopkins, marketing communications manager […]
Fuller’s Brewery has been cleared of what many describe as “ambush marketing” after the Advertising Standards Authority rejected a complaint from the Rugby Football Union. The ad for London Pride ran during this year’s Six Nations campaign and showed images of a rugby post with the text “Support English Rugby”.The RFU complained the ad implied […]