The Guardian today (10 September) launched its first paid-for membership scheme, designed to make readers more loyal to the brand and to open up a new revenue stream for the business.
Tesco is simplifying its marketing structure under three teams in a move that will result in some redundancies at senior level as it looks to up its focus on the customer.
Manchester United’s performance on the pitch might have dipped in the last year but that has not deterred sponsors with the club’s global income from brands eager to associate with the Premier League club rising 49 per cent in its latest fiscal year.
Nike managed to find its way back to the top of YouTube’s leaderboard last month with an ad featuring its cartoon version of Cristiano Ronaldo taking a gravity-defying free kick, while the new Fifa 15 game and a video to promote wearing sunscreen rounded out the top three.
Marketers have already been given enough reasons to take notice of BuzzFeed to write their own BuzzFeed-style listicles on the company – in recent months there has barely been a publisher more commented on, compared to or criticised. But now, with its recent cash injection and newly-hired president Greg Coleman now firmly in situ, BuzzFeed is on a marketing drive of its own to ensure the world’s top brands are taking advantage of what it proposes is the new advertising medium: tone of voice.
This isn’t just my opinion. A new report by Nielsen shows that three in four (76 per cent) of new FMCG product launches fail in their first year and reveals that one of the principles of success requires uncovering consumer insights.
Adidas is to spend more on experiential marketing to create product experiences that will bolster wider campaigns rather than exist as siloed events.
Apple has signed up comedian Jimmy Fallon and pop star Justin Timberlake to feature in the ads for its latest flagship smartphones, the iPhone 6 and iPhone 6 Plus.
Apple’s “one last thing” at its annual iPhone launch event last night (9 September) was the much-anticipated Watch, but the verdict is still out as to whether Apple’s first wearable will be marketed clearly to give it enough consumer appeal to jumpstart the “Stone Age” wearable market.
This week I think I deserve the Nobel Prize, as I have solved the problem of world hunger and our ageing population. How? By simply implementing government policy.
View the full-size infographic. Following the unveiling of Apple’s much anticipated iPhone 6 handset Marketing Week looks at what consumers’ mobile brand choice really says about them.
The crisis at Tesco deepened on Monday (22 September) with the revelation that the supermarket’s already disappointing half-year profits of £1.1bn <a href="http://www.marketingweek.co.uk/sectors/retail/news/tesco-online-boss-to-temporarily-replace-md-after-it-emerges-company-overstated-profit/4011700.article">had been erroneously reported.</a> The actual figure, which came to light on Friday thanks to a whistleblower at Tesco’s HQ, is now likely to be closer to £850m.
Recycling is about to get serious as governments promote the waste-busting ‘circular economy’, presenting marketers with new sources of revenue.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here.
It is the time of year when new product launches are rife. Yesterday Apple released a new wearable device alongside its iPhone 6, following Samsung’s recent launch of it’s virtual reality headset Gear VR and Galaxy Gear smartwatches.