Despite a recent trend for brands to tap vloggers to endorse their products rather than traditional celebrities, the wide global audiences that watch vloggers are not looking to them for purchase-related information but rather for entertainment value.
Twitter is stepping up the development of new timeline experiences as it looks to gain new users and accelerate the growth of its lapsed user base, as user growth continues to slow quarterly.
Cadbury is hoping to push more of the UK market to try the most recent innovations in its Dairy Milk portfolio, such as Daim and Oreo, with a £7m multi-channel campaign.
New Balance is making its first branded play in football as it takes over from subsidiary Warrior Sports as official kit supplier for Liverpool Football Club’s 2015/2016 season, a “record-breaking” deal that coincides with the launch of the brand’s first soccer business.
Epson is hoping to “amplify brand activity” globally through a long-term partnership with Formula One and Mercedes as it joins the championship-winning team as an official sponsor.
BT has insisted it will maintain the EE brand for the ‘short term’ after agreeing terms to buy out EE for £12.5bn as it pushes ahead with plans to form its own quad-play superpower.
Marketers have moved from using social media engagement as a measure of success as more brands look to tie social with commercial objectives.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here.
Natanael Sijanta, Head of global advertising, fairs and exhibitions at Mercedes-Benz Passenger Cars
Offering customers personalised incentives is a priority for many retailers and that means having tailored marketing and communications. Choosing the right channel is vital and in today’s digital world social media, online and card-linked offers are replacing traditional schemes.
Collaboration, relationships, positivity and the ability to turn challenges into advantages are the keys to being a leader in marketing, according to Diageo CMO Syl Saller.
Wrigley’ European confections business unit director Tony Lorman says ‘sugar-free confectionery’ for brands such as Skittles and Starburst could be a future option as he admits Wrigley is looking to build on its ethical relationships with customers.
Diageo is ramping up efforts to accelerate sales via ecommerce platforms in European markets with the appointment of Ralph Lauren’s Marco Preda as its first digital sales chief.
A survey of more than 2,000 UK adults reveals product launches are not leaving a lasting impression on consumers and social media does not always live up to the hype of being the place to be. Marketers therefore need to customise launches in order to maximise investment.
Tesco’s bid to repair its ailing brand reputation has been dealt a fresh blow after it was announced today that a government regulator will investigate the supermarket over alleged supplier breaches.