Coca-Cola is to entwine real imagery from the Olympic torch relay and its Mark Ronson-led ‘Move to the Beat’ activity as it looks to build excitement and “hero” young people in the final days leading up to the Games.
Daily deals service KGB is at risk of being investigated by the Office of Fair Trading (OFT) after a spike in complaints about its advertising.
When I am teaching my MBA students about branding, one of the first topics we address is language. Listening to how an organisation and themarketers within it talk about branding can prove a fruitful way to begin working out which companies get branding, and which do not. For example, if you encounter a company or […]
Knowing your customers was the big theme running through the advice on offer at Marketing Week Live. Michael Barnett rounds up the latest trends in tracking consumption habits and reveals why using those insights will leave you holding all the aces.
With content now accounting for a rising percentage of marketing spend, according to industry research, it should come as no surprise that B2B brands are investing heavily in publishing ventures.
One company’s crisis is another’s opportunity and so it is beginning to appear with the UK’s beleaguered banking sector. With NatWest and Barclays both in the spotlight for, respectively, a massive technology meltdown and associated customer wrath and an interest-rigging scandal, the public perception of traditional banks is not likely to rally soon. A Serious […]
Data collection and customer engagement is being touted as the “prize asset that marketers are chasing” from promotions on Facebook (MWlinks.co.uk/ FacebookComps) but our 25 years of experience of promotions and competitions teaches us there is often a major difference in reality. We gather hundreds of thousands of names, personal information and contact details each […]
When a luxury brand goes mass market or to a co-brand, the winner is the retailer that has convinced the brand custodian to reduce quality, size, price and margin in return for pie-in-the-sky promises that rarely work out. Too often it has the opposite effect to Mark Ritson’s example of the Missoni and Target tie-up […]
The latest British Promotional Merchandise Association research suggests that promotional merchandise is a cost-effective way of raising brand awareness during a recession (MWlinks.co.uk/PromoMerch). However, promotional merchandise often falls short of its potential ROI because of a lack of planning and unrealistic timeframes for development. If it materialises as a mere afterthought, this will push up […]
Mark Ritson’s latest column reignited the debate over the value of Olympic sponsorship, the lack of creativity displayed in some of the associated campaigns and the appropriateness of some of the key partners of London 2012. Read the original column here and see comment extracts below. I would like to raise three points with you, […]
Adidas is to ban retail partners from listing its products on the eBay and Amazon.com portals as the business looks to gain more control over how its brands are marketed, sold and distributed online.
The question in the headline might sound like a straw man, built up just to be knocked down. But every time you request an email address, you should be asking yourself if it’s really necessary.
UKTV repositioning its Yesterday channel in a bid to make viewers and advertisers reappraise the brand in a similar way to when G2 rebranded to Dave in 2007.
Carlsberg is looking to ramp up the digital marketing activity around its sponsorship deals with Liverpool, Tottenham and Arsenal football clubs, after hailing the success of its Facebook and mobile campaigns during the Euro 2012 Championship.
Charity Missing People is to benefit from £1m of donated digital outdoor media space as it launches its first campaign fronted by brand ambassador Kate McCann.