Does being ethical make real commercial sense?
David CoveneyThis week the board asked me what I could do to pump up our score in an upcoming corporate responsibility league table. Last year, we did OK, but we want to better it this time.
Month: October 2012
Freshfields: An unlikely sponsor reaps rewards of Olympic Games
Josie AllchinThe first official legal services provider at an Olympic Games, Freshfields Bruckhaus Deringer – known in its branding simply as ‘Freshfields’ – probably won’t be the most recalled sponsor at London 2012, but the event has had an impressive effect on its brand awareness within the legal industry.
Q&A: Freshfields chief marketing and business development officer Libby Chambers
Josie AllchinA marketer amongst lawyers: Freshfields Chief marketing and business development officer Libby Chambers answers questions as part of her profile with Marketing Week.
A day with Libby Chambers: My last 24 hours
Josie AllchinIt is a 9-9:30am start, but when I have calls to Asia I tend to start early, to respect their schedule. The first 90 minutes of today were spent on the phone with the team in Hong Kong. I spend most of my time on people stuff. The most important thing I can do at […]
Accountable companies build better brands
Branwell JohnsonBenjamin Franklin famously said there’s nothing certain in the world “except death and taxes” and it seems even one of these may now be redundant.
Marketing is no longer a Mad Men’s world
Tess WaddingtonThe days of spending advertising budgets without understanding an exact return on investment are coming to an end. With the advancement of personalisation technologies and the proliferation of smartphones and tablets, internet advertising will continue to rise while the old school ‘Mad Men’ approach struggles to keep up.
It’s not taxing, just be true to the brand
Mark RitsonHave some sympathy for Kris Engskov. I would imagine the beleaguered managing director of Starbucks UK spent most of his weekend devising an explanation for why his company has apparently paid virtually no tax in this country despite its 10-figure corporate revenues.
Video: Freshfields’ Libby Chambers
Josie AllchinLaw firm Freshfields’ first chief marketing and business development officer Libby Chambers talks about what the Freshfields brand stands for, its digital marketing strategy and what being an Olympic sponsor did for the brand.
The Youth 100 list
Josie AllchinBrand % Like % Love Total % of love & like YouTube 40 55 95 Wikipedia 37 56 93 Cadbury’s 37 55 92 Google 39 52 91 BBC 54 35 89 Skype 51 37 88 Doritos 43 44 87 Boots 62 25 87 Amazon 42 44 86 Cancer Research 43 42 85 H&M 49 35 […]
Innovation in an uncertain world
Claire FearIn turbulent economic times the innovation process should start earlier if that all important breakthrough is to be achieved. Jon Weeks at Ipsos InnoQuest’s team explains
Conjoint analysis – the easy way to compare apples with pears
Claire FearIt’s time to take a fresh look at conjoint analysis and bring this underrated research tool back into the mainstream, says Johnny Caldwell at Nepa UK
Insight: how do you get more bang for your buck?
Claire FearWith research spend needing to deliver a clear return on investment, forming a partnership that works for the agency and client is critical, says RS Consulting’s Kate Anderson.
Littlewoods ramps up Facebook TV
Rosie BakerLittlewoods is preparing a number of live interactive Facebook TV shows in the run up to Christmas following a successful trial earlier this year.
JustGiving to expand internationally
Rosie BakerOnline fundraising platform JustGiving is to double the size of its marketing team as it looks to accelerate growth and expand internationally.
Q&A: Boots head of loyalty Ruth Spencer
Rosie BakerAs Boots prepares to launch a PR and digital campaign to mark 15 years of its Advantage card loyalty scheme, Marketing Week speaks to Ruth Spencer, director of loyalty, insight and multichannel, about the changes in the now mature loyalty market and how Boots is responding.