Can retailers vouch for vouchers’ effectiveness?
David BurrowsMarketing and incentives experts talk to Marketing Week about their use of the ever-popular gift voucher, as well as trends for next year.
Month: October 2012
Highbrow meets lowbrow
Mindi ChahalPremium and more basic brands forming partnerships is a growing trend, appealing to consumers who want to get the best of both the high and low-end, and brands that are aiming to expand their reach
Red Bull flies to another level with marketing wins
Ruth MortimerRed Bull sells fizzy energy drinks. That’s just a reminder for you, because it is more often lauded for its marketing than its product.
Can’t we think of anything more creative than the freebie?
Secret MarketerThe last 100 yards of my walk to the office is along a busy retail thoroughfare. Today, as usual, I walked past the local Tesco and Boots and, as usual, their lorries were outside replenishing their stock, and the traffic warden was putting a ticket on each windscreen.
Consumers are the best judge of value
Tess WaddingtonEvery chief executive officer knows that a business does not exist without its consumers. Corporate value is not ultimately derived from great products and services, expert staff or shareholders – important as they all are – but from the consumers who choose to buy one brand over another. So when reading Mark Ritson’s column last […]
Gillette prepares Movember campaign
Rosie BakerGillette is to launch a 1940s style barbers shop as part of a raft of marketing activity to support its partnership with men’s health awareness initiative Movember.
Olympic marketing boosts Coke volumes
Lara O'ReillyCoca-Cola’s marketing to promote its sponsorship of the Olympics helped boost the number of products bought by consumers in its last financial quarter, but revenue was hit by promotional pricing across the sector.
Perception of brands’ sustainability performance is slipping
Rosie BakerThe gap between brands’ perceived and actual sustainability performance is widening amongst the top 100 global firms demonstrating that brands are failing to communicate their progress and achievements, according to a new report by BrandLogic.
Google privacy dispute will concern advertisers
Jonathan BaconAnother week, another privacy dispute involving an internet corporation. This week, it’s Google in the firing line after the European Union (EU) criticised the search engine giant for its use of personal data.
Guardian appoints first digital strategy director
Lara O'ReillyThe Guardian has appointed chief editor of German publication Zeit Online, Wolfgang Blau, to the new role of director of digital strategy as it looks to better capitalise on the scale of its online audience.
Facebook hunts for Parfect replacement
Lara O'ReillyFacebook is scrambling to find a replacement for UK sales head David Parfect, who is transferring to the company’s Austin, Texas office.
Nielsen introduces ‘most accurate’ online analytics tool
Seb JosephUnilever and Reckitt Benckiser are among the first companies to trial Nielsen’s online advertising measurement system, which the analytics firm claims will give advertisers a “never-seen-before degree of accuracy” in judging the effectiveness of online campaigns to reach consumers.
Girls Aloud to partner Pandora
Rosie BakerGirls Aloud look set to partner with jewellery brand Pandora ahead of their hotly anticipated comeback tour, expected to be announced on Friday (19 October).
Toyota’s brand perception damaged by recall
Rosie BakerPerception of Toyota’s brand has plummeted in the wake of the latest product recall affecting 7.4 million vehicles worldwide – the biggest seen in the automotive sector for 16 years.
RSPB combines marketing and fundraising
Rosie BakerThe RSPB has named Beth Thoren, former BBC head of digital marketing, as its first director of fundraising and communications.