Targeted creativity: the era of you
Jonathan BaconIan Dowds, vice president and general manager for brand, UK, France and DACH at InMobi, considers how brands can optimise their mobile advertising through analytics
Month: November 2013
The transformation of in-app engagement
Jonathan BaconPaul Putman, chief executive of Donky, reveals how new mobile app technologies provide the missing link between brand objectives and consumer behaviour
Researching actual behaviour can dispel consumer stereotypes
Mindi ChahalIt’s well known that in surveys and questionnaires some people lie. It’s also no big surprise that people often say what they think they should, rather than what they actually think.
Sainsbury’s winning Christmas ad battle
Sarah VizardSainsbury’s is winning the Christmas ad battle so far, seeing the biggest shift among the big four supermarkets in both consumer perception and purchase intent since it launched ads for its festive film a week ago.
BBC iPlayer appoints Sony PS4 exec to head marketing
Russell ParsonsThe BBC has hired Sony Computer Entertainment Europe’s Mark Bowles to head marketing for BBC iPlayer and BBC iPlayer Radio.
Unilever’s Marc Mathieu: “The Unilever brand is a trustmark for sustainability”
Sarah VizardUnilever is launching its first consumer facing brand campaign, using Project Sunlight to spread its sustainability message. Marketing Week speaks to Unilever’s marketing senior vice president Marc Mathieu about the campaign, its launch online and why it is finally using the corporate brand to speak to customers.
Mars eyes mobile shift in Government-backed scheme
Ronan ShieldsFMCG giant Mars is tasking start-up firms to help it measure the impact of mobile advertising on chocolate sales, one of a host of organisations seeking to hone their digital marketing as part of a Government-backed competition aimed at encouraging young entrepreneurs.
Diageo details marketing plan to ‘achieve more’
Seb JosephDiageo is re-focusing its marketing strategy around six drivers of expansion to extend the reach of brands such as Guinness and Baileys as it aims to become one of the “best performing” consumer goods companies in the world.
Not on the High Street hires Betfair’s Carter as first marketing director
Ronan ShieldsNot on the High Street has appointed Betfair’s digital marketing chief Ben Carter to the newly created marketing director role to oversee activity to support its expanding offer.
Unilever launches first brand campaign to back sustainability initiative
Sarah VizardUnilever is running its first consumer-facing brand campaign with the launch of Project Sunlight, an initiative aimed at motivating people to live more sustainable lifestyles.
Asda ties with TfL to take click-and-collect service to London tube stations
Seb JosephAsda is taking its click-and-collect service to tube stations across London for the first time as part of a wider charge to expand its collection service to areas not currently served by its stores and increase its presence across the capital.
For Goodness Shakes ‘masturbation’ ad banned
Russell ParsonsAn ad for protein drink brand For Goodness Shakes has been banned for containing multiple visual references to masturbation.
Why your brand’s founding purpose is an inheritance to remember
Ruth MortimerThree of the world’s biggest brands are going back to their beginnings. Unilever, Coca-Cola and Procter & Gamble are using the next few weeks to push major initiatives that focus on some of the companies’ founding social principles.
The CEO role has never been so accessible for marketers
Ruth MortimerWe are entering an era where marketers are particularly well suited to make it into the top job. Just over two weeks ago, Centaur Media – owner of both Marketing Week and Econsultancy – appointed former marketer Andria Vidler as its new chief executive.
Music brands tune in to data
Lucy HandleyRecord labels are finally accepting that brands – and fans – can benefit hugely from music by numbers.