5 things you need to know this week
Alison MillingtonCatch up on the biggest news in the marketing industry over the last seven days.
Catch up on the biggest news in the marketing industry over the last seven days.
Technology is growing at an astounding pace. Barriers to entry to disrupt a new market are at an all time low; technology costs are reducing dramatically; smart devices are everywhere.
Despite the strength of the Guinness master brand, the successes of its extensions have been variable at best. While brand owner Diageo is hoping to tap into the popularity of craft beers with the launch of “Guinness Golden Ale”, could the move be stretching the brand too far?
Marketing Week rounds up the best advice from CEOs, CMOs and key marketing executives as Ad Week Europe 2015 comes to a close.
John Lewis’s marketing director Craig Inglis puts great stock in the potential power of content, spending £5m a year on publications and earning considerable equity from the sharing of its celebrated Christmas campaigns. His key advice on content is simple, however: “be authentic”.
Local community spaces combined with ‘some retail’ will be the high street’s destiny according to the ‘queen of shops’, who says retail brands must provide bespoke experiences in each location.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Brands’ loyalty programmes are not evolving with the digital age, leading to a missed opportunity for engagement with consumers, according to a new report.
The Co-operative Bank is launching a second TV ad as part of its “For All The Right Reasons” campaign after seeing a “positive” response following the kick-off of the campaign, which was an effort to position itself as an ethical bank and rebuild lost trust after financial problems and a drug scandal involving its former chairman last year.
The growth of Aldi and Lidl, which have both pledged a combined 1,400 new store openings over the next decade, can no longer be ignored and brands must ignore concerns over lower prices, Kantar has urged.
Although the Facebook F8 event, held in San Francisco this week (26 March), is primarily focused on informing its app developer community, here are three key changes to the platform that marketers need to know about.
Kraft brands such as Kraft Macaroni & Cheese, Jell-O and Kool-Aid may be household names across the Atlantic, but so far no attempts have been made to push the brands across the globe. However, that could be about to change after yesterday’s merger deal between Kraft Foods Group and H.J. Heinz to form The Kraft Heinz company, now the fifth largest food and beverage firm in the world.
Adidas says it will focus marketing spend on six global cities and ramp up co-creation efforts in a bid to increase “brand desirability” and quicken sales and profit growth over the next five years.
Sport England is readying its second “above the line burst” for “This Girl Can” after being “blown away” by the response to the January campaign push. Now, it wants to follow in the footsteps of other government-funded efforts such as the “5-a-day” fruit and vegetable campaign in order to become a long-term fixture in popular vernacular.
YouTube head of brand propositions and Advertising Week Europe speaker Derek Scobie on brands’ future as online broadcasters.