Battlefield Hardline and FIFA 2014 maker Electronic Arts has drafted in Chris Bruzzo, the man widely credited as being the architect of many of Starbucks’ successful digital engagement and loyalty platforms, as its first CMO as the company looks to execute its strategy of becoming a “players first” developer.
The Football Association (FA) is embarking on its first brand campaign to try and convince fans to attend England matches more regularly as it looks to bounce back from record low crowds at Wembley following a disappointing World Cup.
The Co-operative Group is planning a marketing push for its funeral and insurance businesses as it looks to rebuild trust in its brands following a difficult period that saw its banking arm mired in controversy and the departure of its former chief executive Euan Sutherland amid claims that the group was “ungovernable”.
As ad placement becomes increasingly automated and algorithmic, it’s difficult to tell where the data ownership lines should be drawn.
The world’s biggest brands are increasingly moving their programmatic advertising spend away from agency trading desks and to independent specialists as concerns over the transparency offered from network agencies mount, according to a report from the World Federation of Advertisers (WFA).
Pernod Ricard is to spend an additional €50m (£39m) on “strategic” marketing projects over the next two years in a bid to strengthen key disciplines and markets following a corporate-wide restructure.
Land Rover is using the launch of its new Discovery Sport model as a ‘catalyst’ to ‘take a big step forward’ with its marketing by running its first digitally-led campaign.
The ways and means of gathering consumer opinion are becoming more complex thanks to emerging techniques such as eye-tracking and neuroscience in addition to collection of data through traditional surveys and focus groups.
Samsung has partnered with Facebook owned Oculus to create a virtual reality headset that brands will soon be able to create immersive content for.
The Scottish National Party looks to be trying to win over executives in the country’s food and drink industry unsure about the case for independence by promising a global marketing campaign to exploit “the opportunity of lifetime” a Yes vote would provide the sectors.
Leading marketers agreed less is definitely more when it comes to working with agencies and that too much time can be wasted in managing agency processes.
Google has rebranded its Enterprise services to “Google for Work” as it looks to make the services and productivity tools it offers business customers more “meaningful” and accessible to companies of all sizes.
There’s a fascinating article in The Economist magazine this week. ‘What Are Brands For?’ presents an intriguing summary of the apparent flaws in the general obsession with brands now exhibited by much of the commercial world.
The role of Sky’s top marketer Stephen van Rooyen has been expanded as he takes on the task of assessing how the brand’s digital products and marketing can perform better together.
There is a lot of debate around whether Coca-Cola should be repeating its ‘Share a Coke’ campaign, however it is not unique in doing so. Another strong brand that repeats successful campaigns is Starbucks. By doing so, it has created seasonal associations that are now ownable (red cups at Christmas, receipts for iced drinks in […]