The future of programmatic advertising
Russell ParsonsProgrammatic advertising will become more transparent, data rich and branch out to more media channels over the next 12 months, according to sector experts.
Month: December 2014
Ruth Mortimer: The marketing year in data
Ruth MortimerThis column’s theme is ‘the year in data’: I’ve chosen three pieces of data that sum up where marketing, as an industry, is at the end of 2014. They cover the core themes that have made headlines this year: programmatic, ad spending and social media.
Nissan’s marketing director Roel de Vries: Focus on emotions, not numbers
Roel de VriesRoel de Vries, global head of marketing, communications and brand strategy at Nissan Motor Company, says in the second of our columns with the World Federation of Advertisers that in an industry where everything is quantified, emotion in marketing is vital.
The Marketing Year: Annus horribilis
Sarah VizardFrom Coca-Cola to McDonald’s, the big four supermarkets to Facebook’s reputation, there are some brands and trends that have taken a hit this year.
Charities dial up personalisation to boost fundraising
Sarah VizardThe British Heart Foundation and Teenage Cancer Trust are overhauling their websites to offer visitors a more personalised experience as they look to boost engagement and drive up fundraising.
Co-op Food launches festive TV ads to support bid to become leading convenience retailer
Kaltrina BylykbashiCo-op Food is launching its Christmas campaign this evening (10 Dec 2014), as it looks boost sales in the crucial two-week period before Christmas and push its convenience credentials.
Cinema attendance could be boosted by innovation
Mindi ChahalThe cinema industry has seen a decline in audiences and revenues but its fortunes could be turned around with dynamic pricing, better-targeted deals and technology innovations, according to a new study by Mintel.
Profile: Johnnie Boden
Lucy TesserasBoden’s founder tells us at The Marketing Society’s conference how digital transformation took the ‘yummy mummy’ brand global.
Mark Ritson: What’s in a name? Quite a lot for a global company with assets of $15bn and spanning 9,000km
Mark RitsonBHP Billiton has been a tale of woe from the beginning.
Ashley Friedlein: Should the trend for 2015 be ‘insane honesty’?
Ashley FriedleinMarketers are not famed for their honesty but next year could be the year of being ‘insanely honest’, as social media and consumer demand pushes transparency to the fore.
Red Bull appoints new UK marketing director as van Bockel departs
Alison MillingtonRed Bull has appointed a new UK marketing director after confirming that Huib van Bockel has left the company to start his own consulting agency.
Asos: ‘We are investing in price first and marketing second’
Sarah VizardAsos chief executive Nick Robertson says the fashion retailer’s priority is to improve its price positioning first before it considers a marketing push to increase customer acquisition as it looks to boost sales following a difficult year that has seen sales decline internationally and growth slow in the UK.
Paddy Power marketing director appointed as new MD for retail
Alison MillingtonChristian Woolfenden, global marketing director for Paddy Power since 2011, has been promoted to become the bookmaker’s UK and Ireland managing director of retail. He will have oversight of day-to-day operation management of Paddy Power’s on and offline channels and strategic direction.
Q&A: Direct Line’s Mark Evans on how to be seen as a ‘fixer’
Mindi ChahalThe insurance group’s marketing director explains how it went back to square one to fix its service and help customers see the value of insurance beyond price.
Brands wage wooly wars to tap into rise of UK knitters
Alison MillingtonBrands such as McDonald’s, Bulmers and 7up are among the many tapping into the rise of knitting in the UK with campaigns focused on crocheted creations. However, these are not just efforts to target the festive season, but also the increasing popularity of “urban knitting” and “yarn bombing”, graffiti-style street art using wool.