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Why have mobile operators failed to innovate for so long?
Lara O'ReillyI breathed a sigh of relief when Matthew Key, CEO of Telefónica’s new Digital division admitted that mobile operators’ failure to innovate has seen them becoming “commoditised” and – perhaps mostly tellingly – “irrelevant”. Speaking at the Wired 2011 event in London, Key said the entire “ecosystem” for mobile has changed, with the catalyst for […]
Marketing is not an engineering discipline
Seb JosephIBM’s global CMO report highlights the growing need for data amid a stuttering economy; with 72% of CMOs worldwide saying budgets are a concern. But when advertising decisions are based on numbers, is the need to be creative lost? IBM’s global study of 1,700 CMOs reports that more than two thirds of chief marketing officers […]
Accor revamps site and loyalty programme
Russell ParsonsAccor, the hotels group that owns the ibis, Novotel and Mercure brands, is revamping its ecommerce platform and loyalty programme in a bid to ward off competition from distribution sites such as Expedia.
Allwyn on its plan to dial up the distinctiveness of the National Lottery’s key brands
Niamh CarrollAllwyn took over the National Lottery licence from Camelot in February and is aiming to inject some “magic” into the Lottery’s individual games to recruit new and lapsed players.
Is this applicable to B2B marketing? Please stop asking
Mark RitsonThis week our marketing columnist asks and then answers the most annoying question of them all.
Heinz on its mission to move ‘at the speed of culture’ to create an ad in five days
Matthew ValentineSince launching its global platform ‘It has to be Heinz’, the food brand has been able to move at pace to respond to local trends, allowing it to create its latest ad in record time.
Almost half of large businesses leaning on innovation to grow
Niamh CarrollDespite indications that large businesses will invest in innovation and marketing to drive growth, cost-cutting and efficiencies are still top-of-mind for many, according to a new report.