RFU to offer sponsors better ad targeting
Seb JosephThe Rugby Football Union (RFU) is offering sponsors such as BMW and O2 the chance to deliver more personalised branded online content.
Month: April 2013
IPA president: ‘brands need more commercial creativity from agencies’
Lara O'ReillyThe new IPA president, VCCP owner and head of Chime Ventures Ian Priest, has created a client council for the industry body and launched a series of “hackathon”-style events to help foster advertisers’ “commercial creativity”.
Is mobile the best channel for digital ad spend?
Mindi ChahalThe answer to that question could be ‘yes’, as mobile spend accounts for half of digital ad spend growth, according to the Internet Advertising Bureau’s digital adspend report conducted by PwC – but this shouldn’t be at the expense of using other channels.
Tesco adds name to venture brands
Russell ParsonsTesco is to add its name to its previously non-Tesco branded venture brands such as Chokablok, as part of wider brand-building efforts.
Q&A: Amanda Davies, HR director, Mars Chocolate UK
Josie AllchinMars Chocolate UK’s HR director Amanda Davies tells Marketing Week what it takes to succeed in the brand’s graduate recruitment process.
Viewpoint: The Marketing Academy
Josie AllchinAlso in this story: Recruitment: In search of the X factor candidates (cover story) Case study: Heineken – The Candidate Q&A: Mars Chocolate UK HR director Camilla WoodhouseProgramme directorThe Marketing Academy Helping to select The Marketing Academy’s 30 scholars each year from the hundreds nominated has shown me that marketing talent comes in a huge […]
Online music players eye bigger slice of ad market
Ronan ShieldsSpotify, YouTube, MySpace and a host of radio station brands are among the inaugural members of the IAB’s Audio Council as they each aim to enhance the value of the digital audio ad market.
Luxury brand gives itself a bad name
Tina DesaiWhat exactly is Kering? If you don’t know, by the end of June you’ll be familiar with the word and the organisation behind it.
Tesco claims brand seen as ‘warmer and more engaging’ despite sales slowdown
Russell ParsonsTesco has insisted the overhaul of its marketing strategy last year is paying dividends with recent advertising activity “putting a warmer and more engaging face” to the brand despite reporting a slowdown in UK sales in the past three months.
Dove uses criminal artist to show real beauty
Rosie BakerDove has hired a criminal sketch artist to draw women in the latest phase of its Real Beauty campaign.
JTI plain pack cig ads stubbed out again
Seb JosephSilk Cut and Benson & Hedges owner JTI has slammed the advertising watchdog’s decision to ban its second advertising campaign in as many months as going against “common sense and sound evidence”.
Senior Marketer of The Year 2013 preview
Josie AllchinThe faces and stories of those on this year’s Engage Awards Senior Marketer of The Year shortlist, in association with Adobe.
Do your public service and stand for more than ‘sell’
Tess WaddingtonThe Government’s anti-obesity drive, Change4Life, is back on the radar of marketers and the public, as it has been intermittently since it launched in January 2009. The approach to implementation of the strategy has changed more than once in the intervening period as successive political philosophies regarding government budgets balanced against corporate contribution, the voice of lobby groups (both brand and consumer) and learnings have come to the fore.
Case study: Heineken – The Candidate
Josie AllchinTo recruit an intern in its event and sponsorship team, Heineken threw away the interview rulebook after asking itself: if all interviews are the same, with similar questions eliciting familiar answers, how do you find the right talent? Instead, it put applicants through a series of unexpected situations.
Setting out a plan for using big data
Lucy HandleyWith data now at the heart of more major marketing campaigns, how are companies collecting, organising and distributing customer information?