Nike, Samsung and Italian football team AS Roma are among the first brands to initially back the launch of AOL’s new content marketing service Be On, as the online advertising company eyes an increased share of TV ad budgets.
Click through to find out more about each of these five bitesized takeaways from Marketingweek.co.uk this week.
Culture Secretary Maria Miller has outlined a tourism partnership strategy for Britain while marketing body VisitBritain is launching a £2m partnership with Emirates targeting the Gulf states.
Hyundai’s “offensive” video campaign, which made light of suicide and was dramatically pulled from the web last week after sparking an online backlash, should reiterate the “very simple ground rules” brands must abide by when making content designed to go viral.
Coca-Cola Great Britain and Ireland’s top marketer Zoe Howorth has announced she is to step away from the company as it prepares to embark on its “biggest ever” summer campaign.
Asos is to strengthen its digital marketing strategy and launch more country-specific campaigns to accelerate its global expansion ambitions as it reports sales jumped 34 per cent to £352.3m in the first half of the year.
From a warbling opera singer being whacked in the warblers, to a naked man promoting ham, and a dog with worrying eating habits, the ASA has revealed the top 10 most complained about ads of 2012. We reveal them here in reverse order…
Birds Eye has admitted its marketing has not been as effective as it would have liked and is stepping up efforts to create a more consistent brand experience across all channels.
The Advertising Standards Authority has for the first time set out the “big five” misleading advertising priorities it aims to place focus on and hopefully tackle in the coming year.
Four in 10 marketers believe they are not well prepared to meet their professional objectives and think a lack of clear digital strategy is holding back their company, according to a report by Accenture.
Three chose a dancing Shetland Pony to be the star of its first major brand campaign for four years at the start of March as it looked to boost brand preference against its big-spending rivals. While the campaign has been viewed on YouTube alone more than 6 million times, the activity does not appear to have significantly turned the dial on all its brand metrics now the ads are off-air.
Chief marketing officers feel less prepared to meet the challenges of their industries than they did a year ago, and knowing what to do with data still appears to stump them despite it being a big focus of investment.
Nike says the 30th anniversary of the Just Do It campaign is driving “real uptake” in traffic and engagement despite the controversy around one of its stars.
While there are rules to marketing, the fact it is based on the action of humans rather than chemicals and electrons means it can never truly be classed as a science.
The FMCG giant is adopting a more local approach for its ‘Unstereotype’ initiative in a move that aims to encourage advertisers to depict people in roles that are modern or forward-looking, rather than simply eliminating stereotypes.
With the marketing landscape evolving at pace, marketing leaders must never stop learning if they want to still be at the top of their game in years to come.
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