There is a lot of scope to engage people through connections with cultural venues. For example, more than 22 million people visit the Southbank Centre site every year, offering huge potential for the venue’s brand partners.
Originating from the Scottish distillery of the same name, Auchentoshan is a premium single malt brand that draws heavily on its provenance and heritage in any marketing activity it does. However, its most recent marketing campaign not only taps into appreciation of the spirit’s smooth, silky texture and idiosyncratic peaty taste, but an appetite for the latest cultural trends.
The BBC, Marketing Week’s Brand of the Year, has named George Entwistle, who currently heads up Vision, the BBC’s multiplatform division, as director general to replace Mark Thompson when he steps down in the autumn.
Bacardi has teamed up with Tiger Tiger bar chain owner Novus Leisure to trial a mobile in-bar promotion, as the drinks manufacturer looks to strengthen its CRM offering.
YouView, the long-awaited catch-up TV service backed by broadcasters including the BBC, ITV and Channel 4, has finally launched after four years in development with broadcasters.
The Times’ luxury lifestyle magazine Luxx is to be printed in Mandarin for the first time to reach the wealthy Far Eastern audience.
Marketing Week Live, the premiere event for marketers, attracted more than 13,000 attendees to learn about new products, services and trends over its two days.
Auto Trader’s 35 year-old print magazine could face closure by the end of 2013, as strong digital revenue drives performance.
Contract marketers are seeing their pay rise at three times the rate of permanent staff, fuelled by increased demand for contract staff from cautious companies looking to reduce fixed costs, according to research.
A Fathers4Justice ad that attacked Mumsnet and claimed the site carried “abusive” anti-male content and labelled men and boys as “rapists, paedophiles and wife beaters” has been banned by the ASA.
Taking risks with new products, services, partnerships or ways of doing business are essential to business growth and it is the bold marketer’s job to push companies into trying ‘new stuff’.
Knowledge and cultural experiences are becoming important status symbols for the modern consumer, and brands can help their customers open the door to this kudos through collaborations with the arts. Maeve Hosea speaks to those already taking the public on a path on enlightenment.
New and disruptive research techniques are providing brands with the type of consumer insight that inspires product developers to be truly fresh and original.
Britvic’s move to recall all its Robinsons Fruit Shoot and Fruit Hydro children’s drink variants could dent the company’s full-year profit by as much as 5%, although it has been praised for the speed it reacted to the packaging safety issue.
Nike has formed a first of its kind partnership with O2 to provide the operators’ customers with exclusive content and offers under the “Priority” loyalty banner.