British Gas reviews marcoms structure to reflect growth of content
Lara O'ReillyISBA Conference 2014: British Gas is reviewing the structure of its marketing and communications setup to reflect the growth of content marketing and social media.
Month: March 2014
Ferris Bueller has a point on the pace of life – and researchers are taking notice
Mindi ChahalIt is often said that companies are sitting on vast amounts of information on their customers but many haven’t yet turned that data into insight that they can take action on. More worryingly, they may even commission further research when they may not need to.
Ofcom on trend of agency consolidation: ‘switch to get a better deal, use auditors, tender accounts’
Lara O'ReillyISBA Conference 2014: Ofcom CEO Ed Richards has advised marketers to make use of auditors, put accounts out to tender and be prepared to switch agencies in order to get the best deal in light of the recent trend of supplier consolidation, such as the recent merger announced between Omnicom and Publicis Groupe.
Mini invokes spirit of original model in ‘New Original’ campaign
Sarah VizardMini is kicking off a £3m campaign for the launch of its new Hatch model with a poster at Liverpool Street Station that the car marque believes is the biggest in the world as it looks to invoke the “innovative” spirit of its classic 1959 car.
Hungryhouse to champion delivery drivers in brand drive
Seb JosephHungryhouse is launching a marketing campaign to champion the quality of its delivery drivers as part of a wider shift toward promoting the customer experience of its product offering.
IAB’s Richard Eyre’s 6 rules for brands to gain consumer trust
Russell ParsonsISBA Conference 2014: Richard Eyre CBE, chairman of the IAB, has called on marketers to embrace six rules of marketing to win back consumer trust in the increasingly complex digital era.
Taking back control: the personal data economy
Mindi ChahalResearch seen exclusively by Marketing Week reveals the opportunities and threats to brands of the personal data economy, where new services are empowering consumers to take control of their own data.
Jacques Vert in marketing push to prove fashion ‘expertise’
Sarah VizardJacques Vert Group is hoping to shift perceptions of the company from a ‘tired department store brand’ to an ‘elegant British brand’ with a marketing push aimed at proving its fashion ‘expertise’ and getting people to give the brand another go.
Mr Kipling rubbishes claims it has dropped ‘exceedingly good’ slogan
Seb JosephPremier Foods has moved to quash reports its Mr Kipling brand is poised to drop its near-50-year-old “Exceedingly Good” slogan with a print ad suggesting it is here to stay.
Is your marketing an easy sell or a case of the Great White hope?
Ruth MortimerEighty per cent of what you do in business should be an easy sell to the customer, a former boss of mine once told me. Just 20 per cent should be a harder sell. It’s an interesting way to look at marketing.
Edutech: a $60bn opportunity for brands
Lucy HandleyConsumers are turning to digital devices in all aspects of their lives and education is the latest area to turn to technology to reach them, an industry forecast to be worth $60bn by 2018.
Letters: A field day for social
Tess WaddingtonWith 100 days to go to the World Cup kick-off, you’d hope that most brands have their marketing strategy nailed on by now. No doubt, though, that the next few months will be buzzing with opportunity. For the players, social media may well be in lock-down but for brands it is surely set to be […]
Nike steps up marketing support for Zlatan Ibrahimovic
Seb JosephNike is launching its first marketing campaign focused entirely on Paris Saint-Germain star Zlatan Ibrahimovic as it looks to exploit his rising global profile in the run-up to the World Cup.
The Co-op must remind itself of its brand purpose and work out how to market it
Sarah VizardThe Co-op is ungovernable, according to its former boss Euan Sutherland, who resigned today (11 March) after what can only be described as a torrid 10 months at the helm. It also looks increasingly unmarketable as it lurches from one disaster to the next. Yet now more than ever the Co-op Group must remind customers what it stands for, what it means to people and the valuable role it plays in community life.
Co-op in turmoil as it confirms Sutherland resignation
Sarah VizardCo-operative Group boss Euan Sutherland has resigned with immediate effect, blaming a lack of ‘professional and commercial governance’ for his decision after 10 months at the helm of the group.