McDonald’s to give away books with Happy Meals
Russell ParsonsMcDonald’s is to hand out children’s books with Happy Meals as part of a partnership with publisher HarperCollins.
Month: January 2012
ITV appoints three marketing directors
Lara O'ReillyITV has appointed three additional director level marketers to complete the marketing team set up to help lead the broadcaster’s strategy to rely less on traditional advertising to drive its revenues.
Cravendale targets dads to broaden appeal
Rosie BakerCravendale is looking to grow its customer base by targeting dads and shopping in the convenience market with a multimedia marketing push.
The Marketing Week/Ball & Hoolahan salary survey 2012
David Reed and Roy HoolahanThe restructuring of marketing departments is having a positive effect on the salaries of digital specialists in particular, but the pay difference between sectors remains marked. By Steve Hemsley and Roy Hoolahan.
Retailers must kick the discount habit
Mark RitsonIt will be a brutal year on the British high street. Brands including La Senza, D2 Jeans and Past Times have already filed for administration and others, including Thorntons, Game and French Connection, have announced profit warnings. According to insolvency expert Company Watch, several major high street casualties are likely in 2012. By applying its […]
Kripsy Kreme hopes to make ‘friends’ with customers
Lucy HandleyJudith Denby, Krispy Kreme UK’s chief marketing officer, has an uphill struggle keeping a ‘treat’ brand in the mind of consumers who may visit just twice a year. But, she tells Lucy Handley, that’s what ‘friends’ are for.
It’s time to reverse the executive talent exodus
Ruth MortimerModern-day demands on our top business chiefs are having them head for the door – with disastrous results for marketers. Where has all the talent gone? The smartest, most capable business executives in the world are leaving our large corporates in droves and choosing to join smaller, venture-capital-driven firms. At a time when our largest […]
Change is now normal. So what’s new?
Mark ChouekeLast year 63% of you underwent some level of restructure to your marketing team or department. More than half of you (53%) expect similar changes in the next 12 months. That means many of you are set to undergo your second period of restructuring in the space of two years. These figures are taken from […]
A silver lining in the clouds
Ruth MortimerCloud computing services – remote online data storage, accessible from any terminal – are helping level the playing field for companies, as smaller firms can afford data storage to rival larger ones
Writing the new formula for success
Tanzeel AkhtarWhile paid-for apps remain a key focus, innovative ways to advertise in print, combined with digital platforms, mean that many publishers are offering marketers a fresh mix of communication opportunities.
“Present the right info and you’ll get buy-in from the top…”
Ruth MortimerChris Parker is head of European customer insight at Avis. Ruth Mortimer speaks to him about how data is used to inform board-level decisions and the brand’s forthcoming Preferred loyalty scheme
Finding their soft spot
MaryLou CostaMajor established brands to smaller start-ups are taking a long hard look at their customer data to understand people’s motivations for joining loyalty schemes and make their services stand out from the crowd.
Creativity may be a false idol
Marketing WeekYour cover story, ‘Swimming against the tide of received wisdom’ (MW 5 January), explored the need to unleash the power of creativity to drive growth in stagnant markets and to employ more people at board level who truly understand human behaviour. While intuitively I applaud this, I’m critically aware that we run the risk of […]
Putting value first includes the consumer experience
Marketing WeekThe article ‘Marketers stress importance of offering value in 2012’, does a great job in highlighting a number of the challenges that marketers will face over the coming year. Being the oldest or the cheapest is no longer enough to differentiate you from the competition. Marketers need to be continually adding value and creating engaging […]
Price cutting will lead to failure
Marketing WeekPrice discounting will not be enough to succeed in another challenging year for retailers. John Lewis’s record Christmas sales show that offering value, rather than discounting, will be retailers’ saviour in 2012 (‘Marketers stress importance of offering value in 2012’). If high street retailers rely on discount-only strategies, they will leave themselves open to attacks […]