Build on traditional skills and welcome new ones
Lucy HandleySheree Hellier, head of insight and programme development, the Institute of Direct and Digital Marketing.
Month: January 2013
Confidence is king
Lucy HandleyDigital is infiltrating direct marketing, and as the domains collide our roundtable guests discuss how marketers are coping with embracing new skills that will strengthen existing ones.
Benetton digital push stars transexual model
Rosie BakerUnited Colors of Benetton is preparing to launch a digital push to support a campaign starring a transexual and disabled model it claims brings its values-based messaging together with product marketing for the first time.
Gvt threatens regulation if brands don’t act on health
Seb JosephFood and drink brands could be forced to cut the sugar, fat and salt contained in their products in the UK if they do not do more voluntarily as part of the government’s Responsibility Deal with the industry, the public health minister has warned.
Brands must innovate to maintain research budgets
Mindi ChahalConfidence in the financial health of the research sector has dipped but it doesn’t have to be all doom and gloom for the industry.
Viewpoint: Cancer Research UK’s head of health campaigns and marketing
Josie AllchinAbigail Brown, Cancer Research UK’s head of health and campaigns and marketing talks about what’s important for a campaign when trying to change consumer behaviour.
Q&A: Special K’s brand manager Sophie Colling
Josie AllchinSophie Colling, Special K’s brand manager, explains how inspiring positive thinking through their latest campaign will encourage people to change their behaviour.
Case study: Patagonia’s ‘Don’t buy this jacket’ campaign
Josie AllchinOutdoor clothing manufacturer Patagonia was founded by climbing enthusiast Yvon Chouinard in 1973 and is using a marketing strategy which could be thought of as being part nudge, part shock tactics. The company initially made climbing equipment but changed its philosophy to focus on environmentally-sound products after Chouinard realised his climbing tools were causing damage to rocky cliff faces.
Met Office launches targeting tool for retailers
Rosie BakerBrands will be able to use extreme weather like the recent snowfall to their advantage with a new data targeting tool from the Met Office that will allow the creation of tailored campaigns and promotions based on accurate weather data.
How to retain trust in your brand
Rosie BakerTrust in business is at its highest point since 2007, according to the 2013 Edelman Trust Barometer, but it remains fragile and businesses must use their corporate brand reputation as well as product brands to strengthen trust.
Phones 4U ‘and you, and you’ ad banned
Lara O'ReillyThe advertising watchdog has banned two Phones 4U ads from broadcast after ruling they made “misleading” claims about the inclusivity of the retailer’s upgrade service.
Rosie Huntington-Whiteley M&S lingerie ad not ‘sexually explicit’
Russell ParsonsA Marks & Spencer outdoor ad for supermodel Rosie Huntington-Whiteley’s underwear range has avoided censure following complaints it was “sexually explicit” and “degrading to women”.
DCM champions cinema advertising with new idents
Branwell JohnsonCinema sales house DCM is launching a new campaign to promote the value of cinema advertising now it has rolled out digital technology to all its contracted exhibitors.
The secret to brands living forever
Tess WaddingtonIt’s feeling quite gloomy on the British high street. The Christmas boom is over and late January tends to be the time when the effects of recessionary consumers and increased competition takes its toll on formerly big brands that discover they are unable to carry on.
Principles will set you apart from the competition
Ruth Mortimer“Being a brand with a set of values is going to be vital in 2013,” said Andrew Garrihy, corporate marketing director at Samsung at an event run by Marketing Week and YouGov last week. The message was echoed by another speaker, AMV BBDO’s Cilla Snowball, who quoted her client Sainsbury’s internal motto ‘our values make us different’.