The Marketing Week
Seb JosephWelcome to The Marketing Week, your guide to the good, the bad and the ugly in the marketing industry over the last seven days.
Month: February 2014
Birds Eye readies £16m marketing campaign to reveal new brand positioning
Lucy TesserasBirds Eye’s UK & Ireland marketing director Margaret Jobling reveals why the brand is about to wave goodbye to Clarence the Bear and embark on a new era where food is the focus rather than frozen, which it will convey via a £16m marketing campaign launching on 3 March.
‘UK marketers focused on outcomes but not the means to get there’
Sarah VizardUK marketers’ strong ambitions to grow in 2014 are at odds with their approach to product and service innovation, with far fewer investing in product innovation than their counterparts abroad, according to a report by Cranfield University’s School of Management.
BT rehires Matthew Warren to lead brand strategy
Russell ParsonsBT has re-hired Matthew Warren as global head of brand strategy following the departure of Richard Bowyer last year.
Yahoo CMO Savitt to lead video and news push
Seb JosephYahoo CMO Kathy Savitt has been tasked with firing up the company’s video and news offerings following a management shake-up that has led to her becoming one of chief executive’s Marissa Mayer’s top aides.
Sainsbury’s promotes online boss to the board
Sarah VizardSainsbury’s has promoted its online boss Jon Rudoe to the board in the newly created role of digital and technology director in a response to what the supermarket says is the “rapidly growing importance” of online and digital sales channels.
Bolt and Branson back to push Virgin Media’s “ultrafast” broadband
Sarah VizardVirgin Media is launching a new marketing campaign featuring brand ambassador Usain Bolt and Sir Richard Branson to promote its new “ultrafast” broadband which it claims is up to 19 times faster than regular broadband.
Vapestick questions e-cigarette ad review as it readies £12m campaign
Sarah VizardVictory Electronic Cigarettes’ international president Michael Clapper has questioned some of the proposed new e-cigarette ad rules as its Vapestick brand preps a £12m campaign aimed at positioning it as a “lifestyle” product.
RBS pulls marketing support for “sweetener” deals
Russell ParsonsRoyal Bank of Scotland is to pull advertising for offers such as zero balance transfers to entice credit card customers to switch straight away following the decision to offer existing customers the same incentives as prospective customers.
ASA to investigate “offensive and distressing” Pancreatic Cancer Action ads
Sarah VizardThe charity Pancreatic Cancer Action is facing censure over its ads that suggested other types of cancer were not as serious or difficult to deal with after the ad regulator received 119 complaints claiming that the ads were “offensive and distressing”.
Tesco’s complicated turnaround strategy requires clear communication
Sarah VizardIt took Tesco almost three hours to explain to investors on Tuesday afternoon how it will win in the “new era of retail”.
Domino’s ramps up content drive after football sitcom boost sales
Seb JosephDomino’s is planning to serve up more branded content such as webisodes after revealing its online football sitcom had a notable impact on viewers’ purchasing intent last year.
Fujitsu set to target overlooked mature market with phone launch
Seb JosephMobile World Congress 2014: Fujitsu is planning a European launch of a new smartphone to target the often overlooked mature segment of the consumer market.
New e-cigarette ad rules to tackle ‘uncertainty’ proposed
Sarah VizardThe Committee of Advertising Practice (CAP) has launched a public consultation into e-cigarette advertising that could lead to the introduction of new rules designed to protect the young and stop the indirect promotion of tobacco products.
Telefónica Digital axed in restructure
Russell ParsonsTelefónica has closed its Telefónica Digital sub-brand as part of a restructure of the business aimed at simplifying decision-making and cutting costs.