Coke brings anti-obesity push to UK
Lara O'ReillyCoca-Cola is launching a UK TV ad campaign and extending its Responsibility Deal commitments to highlight the action it is taking to help solve the global obesity problem.
Month: March 2013
Tesco uses loyalty data to target ads on Clubcard TV
Russell ParsonsTesco is to employ Clubcard data to serve targeted ads to customers for brands including Kellogg’s, J&J, Colgate and Danone to users of its free Clubcard TV service.
Whisky into water is no fix for too many customers
Tess WaddingtonToo many customers and not enough product. It’s the kind of problem that every brand manager dreams of. But for bourbon brand Maker’s Mark, it’s become a nightmare.
Shoppers of quality need better targeting
Tess WaddingtonI couldn’t agree more with Lucy Handley (‘Every little bit of quality helps’). Following the horsemeat scandal it’s unlikely the cost of food at supermarkets will be coming down any time soon and shoppers may well feel the need to trade up in quality. That would be an extra cost for households already buying 4 […]
Behind an A-list ‘creative’ is a really smart marketer
Tess WaddingtonWhat makes a successful marketer? Some would point to a finely balanced individual equally happy with both the art and the science involved in marketing. Others would suggest someone with a keen sense of the customer experience, and then there are those with superb networking skills, who can liaise across all departments of a company to make sure their goals are realised.
Q&A: Blackberry’s CMO on Alicia Keys’ role as the brand’s global creative director
Josie AllchinFrank Boulben, BlackBerry’s CMO, explains the difference between sponsored endorements and ‘in-house’ roles.
Case study: Diet Coke and its creative designers
Josie AllchinThe soft drink brand, which is sold in 127 markets and is globally worth $11bn, has a long-standing relationship with fashion. Designers such as Matthew Williamson, Gianfranco Ferre, Marni and Roberto Cavalli have all used their skills to design bottles and cans, targeting women who are into fashion.
Viewpoint: ‘Celebrities are not marketers’
Josie AllchinAlso in this story Can celebrities take on the brand marketer’s role? (cover story) Q&A: AB InBev’s vice-president of US Marketing on Justin Timberlake tie-up Case study: Diet Coke and its creative designers Q&A: BlackBerry’s CMO Frank Boulben on Alicia Keys’ role as the brand’s global creative director Liz MillerVice-presidentCMO Council Do I think celebrities […]
Q&A: AB InBev’s Paul Chibe on Justin Timberlake tie-up
Josie AllchinAB InBev’s Vice-president of US Marketing Paul Chilbe explains why they appointed a celebrity creative director for their Bud Light Platinum brand.
‘Understanding the why behind the want comes a step closer’
Tess WaddingtonBehavioural psychology has offered fascinating new insights into how customers buy. But does it go far enough to explain what drives people to want things in the first place?
The celebrity CMO
Mindi ChahalCelebrities are being given in-house branding roles but can they add more than just drawing a business into the spotlight and could they ever replace skilled marketers?
E-cigarettes: Will tighter ad rules send sector up in smoke?
Lucy TesserasE-cigarettes may be growing in popularity, but if new regulation is passed, further development in marketing the category could be stalled.
Is operations central to marketing success?
David CoveneyI was amused and intrigued by the number of comments to my column a few weeks ago where I hypothesised that customers were less worried about customer service execution than the blood, sweat and tears that our efforts as marketers warranted.
Banks still failing to invest in public trust
Lucy HandleyThe latest fast.MAP research shows that marketers in the finance industry have got their work cut out in regaining the sector’s reputation.
Winning the battle in the research game
Lucy HandleyConsumer panels created by brands in-house are becoming popular for marketers to gain insights, and users say the pace of technological growth means their reputation will increase.