The theory that supermarkets confuse consumers into making wrong purchase choices by bringing out own-label goods with packaging that copies branded products has been put to the test by a study seen by Marketing Week. Jo Roberts reports.
Once the preserve of the marketing industry, subscription marketing is spreading into new territories as retailers and customers alike realise the benefits of making a commitment.
The BBC is unveiling a marketing campaign to promote the its coverage of the London 2012 Games, which start later this month.
Direct Line Group, owner of Churchill and Privilege, has granted its first ever chief marketing officer Rick Vlemmiks a leave of absence to concentrate on his charitable efforts, just months after joining.
MWL 2012: Lexus is launching what it calls a “game changing” digital brand experience as part of its efforts to grow its market share and position itself as an alternative to Audi, Mercedes Benz and BMW.
B&Q is introducing an energy saving advice service in an effort to help its customers save money and improve the environmental efficiency of their homes.
MWL 2012: Innovation is the lifeblood of any successful business, but marketers need to stop over complicating the process with “semiotics” and PowerPoint presentations and “step into the unknown and take risks when it comes to their brands”, according to Diageo’s innovation chief.
MWL 2012: Brands and marketers looking to build successful loyalty schemes should not get distracted by new technologies or by points and rewards, but should focus on the value of interaction.
Warner Bros UK has outlined what it describes as its “most extensive” promotional campaign to date as it looks to boost excitement for the release of its eagerly awaited movie, The Dark Knight Rises.
MWL 2012: Marketers must not forget the “real world” physical interaction consumers have with their brands in the rush to employ the latest digital marketing tools, according to Coca-Cola’s top marketer in the UK, Zoe Howorth.
MWL 2012: The Guardian is introducing in-app payment to some of its mobile and tablet products as it looks for new revenue streams in the digital space.
Web discovery tool StumbleUpon is hoping to get “everyone” in the UK interacting with the service when it launches later this week.
BP is “changing gear” with its Olympics marketing activity a month before the Games by focusing on the emotional aspect of the event rather than the more practical side of its sponsorship activation.
McDonald’s is spending £10m on its biggest Olympic activation campaign to date with activity celebrating the “personal stories” of the people working at the Games as it eyes a long-term legacy of being known as the “people’s restaurant”.
Nationwide is to launch a campaign to push a new savings service that aims to provide an antidote to banks that keep customers “in the dark” over interest rate changes, the latest stage of a long-term strategy to convince customers it is “on your side”.