The Marketing Week
Sarah VizardWelcome to The Marketing Week, your guide to the good, the bad and the ugly in the marketing industry over the last seven days.
Welcome to The Marketing Week, your guide to the good, the bad and the ugly in the marketing industry over the last seven days.
Sponsors are poised to unleash the first phases of their World Cup campaigns following today’s (6 December) announcement of the groups. But advertisers at the IAB Goal event this week warned Brazil’s World Cup will be the most cluttered social conversation ever and offered the marketing equivalent of a match-winning strategy to ensure brands stand out from the crowd.
Christmas marks not just a Christian religious celebration but is also a festival of marketing as brands attempt to associate themselves with the festive cheer (and excessive consumption). Marketing Week looks at some of this year’s highlights away from the big budget TV campaigns.
Aldi is the latest retailer to join the increasingly competitive budget tablet market with the launch of its own device, following in the footsteps of Tesco and Argos.
Unilever is planning to cut the number of marketers it employs by 12 per cent globally, about 840 jobs, as part of a company-wide efficiency drive aimed at slashing costs across the business.
Spotify is to open up free, ad-funded access to its music streaming service on mobile for the first time next week, which could open up more refined targeting opportunities for advertisers.
Cath Kidston is investing in marketing with the aim of broadening the appeal of the brand as it opens its first flagship store in central London and continues its rapid expansion.
In days gone by sponsorship deals were straightforward routes to market where football clubs would strike deals with local businesses. But now it does not matter if the country of the club a brand is sponsoring is not included in the activation strategy as more targeted, regional deals become key for potential partners.
The retail industry has welcomed the cap on business rate increases announced by the Chancellor George Osborne.
Sex sells – but only to men, not women, according to a study from The Carlson School which advises marketers targeting women to only to use sexual imagery in the context of a relationship in their ads.
Twitter is to officially roll out a retargeting service that can use desktop browsing behaviour to target ads on mobile devices after an initial trial period, according to TechCrunch.
ITV is going all out to secure as much advertising revenue around the lucrative 2014 Word Cup with a flurry of products it claims will “commercialise the full 90-minutes” of matches for advertisers.
The Chevrolet brand is to be pulled from Europe by the end of 2015 because of disappointing sales, a decision the marque insists will have no impact on its sponsorship of Liverpool and Manchester United.
Aquascutum is on a content drive aimed at reengaging with its old customers and attracting new ones as it looks to reboot the brand after its acquisition last year.
National Lottery operator Camelot’s managing director Andy Duncan has been named as the new president of the Advertising Association (AA).