Diet Coke to focus on “fashionistas”
Lara O'ReillyCoca-Cola has set out a three-year strategy for Diet Coke that will see all marketing activity for the brand linked to fashion.
Month: March 2011
Lucozade features musicians for first time in brand repositioning
Lara O'ReillyLucozade is using musicians as brand ambassadors for the first time in its latest marketing campaign, repositioning the entire Lucozade portfolio as a “celebration of energy”.
Sean Lock stars in Shelter campaign
Rosie BakerHomelessness charity Shelter is launching a campaign starring comedian Sean Lock to highlight the risks posed by “rogue” private sector landlords.
Blood, sweat and tears
Michael BarnettEmotion is just the ticket for Eurosport: Eurosport’s reach may extend further than any other pan-European TV channel, but chief executive Laurent-Eric Le Lay wants to add emotion to its mix in the run-up to London 2012.
Are Boomers the special case we think they are?
Richard MaddenDon’t trust the perceived wisdom about Baby Boomers – we’re being led up the garden path by mass generalisations.
Isolate users to fulfil your web potential
Lucy HandleyBrands must work out how best to segment their audiences online to ensure relevance, according to a new study. Segmenting an audience may be a fundamental marketing tool, but a report seen exclusively by Marketing Week suggests that brand heads need to better segment their audiences in terms of how they are talking about their […]
Brands turn the tables on old-school media owners
Michael BarnettAs the boundaries between the customer and consumer titles blur, Michael Barnett discovers that brands are using interactive technology to engage audiences and win the circulation war. Customer magazines have for some time been challenging consumer titles for newsstand sales and circulation numbers – eight of the top 10 UK magazines by circulation are […]
Becoming at ease with social
Marketing WeekIt’s a great to see businesses using social media properly, that is pull not push (Make trends and influence people, Digital Strategy, MW last week). Hopefully we’re getting away from the idea that all corporate involvement in social media must be motivated solely by greed. We all like to play around on Twitter and Facebook; […]
Does global have to mean going vanilla?
Marketing WeekThe picture painted by The Secret Marketer of “committee-based global brand management” in his column (MW 10 March) is not at all uncommon. In fact, we have research which shows that less than 15% of today’s organisations fully agree that their own global brands are being managed effectively. Many companies struggle to find the right […]
The power of the inbox is about to grow and spread
Marketing WeekMore power to your inbox’ (MW last week) was a great article disputing the much-touted view that social media is killing email. Countless pieces of research show this isn’t the case and in fact email continues to grow in influence. As the article discussed, email has evolved hugely in the past few years and sophisticated […]
PR – bite the bullet
Marketing WeekI’d like to follow up points made in your Innovations Update article discussing the role of social media in giving PR more bite (MW last week). Two very valid comments stood out for me. First, Apollo Cinemas marketing manager’s view that too many PR agencies treat twitter as a single, standalone channel to market, and […]
Web comment: what you said
Marketing WeekEvolving marketingMark Ritson’s column about the need to retain knowledge of marketing’s founding principles and not to be distracted by jargon continues to generate huge debate (www.mwlinks.co.uk/ RitsonReinventors): In his leader some months ago, Mark Choueke talked about the fact marketers can’t seem to make themselves heard on the top table. Perhaps Mark Ritson points […]
Supermarkets face sudden slowdown
Rosie BakerThe supermarket sector experienced a sharp decline in growth in March as shoppers worried about the full scale of public sector cuts and rising prices reigned in their spending.
The Times attracts 79,000 paying digital users
Lara O'ReillyNews International says that 79,000 people a month are paying to subscribe to the digital versions of the Times and Sunday Times
Q&A: Lastminute.com marketer says time for a change
Branwell JohnsonLastminute.com has a new positioning as an all-round lifestyle retailer looking to inspire customers and curate their free time. UK marketing director Mark Fells explains more: MW: What is the perception of the business that lastminute.com is trying to shift? Mark Fells (MF):When lastminute.com launched in 1998, we revolutionised the way people bought hotels and […]