The ins and outs of brand experience communication
Lucy HandleyAdvertisement feature Consistent, creative and innovative brand experiences are a recipe for B2B and B2C success, says Damian Clarke.
Month: February 2014
Home and away
Marketing Week PartnerAdvertisement feature Ensuring consistent, top-quality delivery on experiential campaigns across the globe requires the right staff, the right partners and the right processes, says Rob Quinn.
The show must go on
Marketing Week PartnerAdvertisement feature Using a tactical in-store salesforce can give the high street the edge over online retailers. Chris Wareham on how the in-store sales arena is getting ever more competitive.
Budweiser unveils global World Cup campaign
Russell ParsonsBudweiser has unveiled its sponsorship campaign for this year’s FIFA World Cup that will see it ask fans to “rise as one”.
MasterCard distances itself from Brits PR row
Russell ParsonsMasterCard has moved to distance itself from the PR agency handling its sponsorship of tonight’s (19 April) Brit Awards after reports the agency asked journalists to promote the payment brand as a condition of their attending.
NHS needs to better understand patients’ fears over ‘Care.data’
Lucy TesserasNHS England has done what can only be described as a poor job of communicating its plan to share patients’ GP records under the Care.data initiative showing a clear lack of understanding about people’s concerns.
Facebook’s brand value up 76%
Russell ParsonsFacebook’s reversal in fortunes over the past year has been underlined after a report found its brand valuation soared 76 per cent in 2013.
Old Spice uses the power of Huey Lewis and The News
Sarah VizardA smooth, sophisticated look, attention from the ladies and the ability to play Huey Lewis and The News songs on keyboard are awaiting men that try out Old Spice’s new hair products, according to its latest marketing campaign.
Mondelez marketers to face new cost-control strategy
Seb JosephMondelez International marketers have been put on alert over plans to introduce a more “cost-focused culture” that could see a switch to cheaper digital channels as the company says online will get more than half its ad dollars in North America by 2016.
Online boosts Sports Direct as sales jump 14.6%
Sarah VizardSports Direct says it is on course to hit its full-year profit target without increased investment in marketing, margin and inventory.
Urban Outfitters rapped over “F*** my liver” ad
Sarah VizardAn ad by Urban Outfitters that drew attention to a “F*** my liver” hip flask for sale on its site has been banned by the advertising watchdog over concerns it portrayed drinking alcohol as a challenge, while GiffGaff has also been rapped for its “offensive and distressing” Halloween online ad campaign.
Uncertainty around e-cigarette marketing needs to be vapourised
Ruth MortimerBritish American Tobacco returned to British TV screens for the first time in 20 years this week, with ads for its e-cigarette brand Vype. The company says it is spending a multi-million pound figure on the campaign, hoping to reach more than 70 per cent of adult smokers.
Video viewability: how should brands measure it?
Mindi ChahalVideo is predicted to dominate online viewing by 2017, yet the ad market faces challenges over viewability, measurability and, as the medium matures, interactivity.
Pouch loyalty app shows mobile is retailers’ lifeline
Michael BarnettEat is the first high-street brand to announce its involvement in the new Pouch loyalty app from Weve – the joint venture between mobile operators EE, O2 and Vodafone. It’s an important sign that the future of retail is interlinked with data and mobile devices.
Coke plans to ‘transform’ marketing with $1bn investment
Lara O'ReillyCoca-Cola plans to make an extra $1bn in productivity savings by 2016, the majority of which it will reinvest back into marketing as it looks to reverse recent sales declines.