Apple turns 40
Sarah VizardWhat next for the world’s most valuable brand as it hits middle age?
Month: March 2016
Big Issue: ‘Coffee partnership has helped battle brand misconceptions’
Leonie RoderickThe Big Issue’s director of distribution Peter Bird says the ‘Change Please’ coffee initiative has helped raise awareness of the brand and battle people’s lack of awareness on “what the brand is about”, as it launches a renewed marketing push for the project.
Save The Children tests new marketing model by bringing a two-year-old online ad to TV
Thomas HobbsSave The Children has just brought its two-year-old ‘Most Shocking Second A Day’ online ad to TV for the first time. And the charity is confident in this “new marketing model” as brands look to prove creative works in digital before turning to more traditional, and expensive, channels.
Disrupting the disruptors
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Consumer confidence stalls as Brexit concerns ‘hit home’
Thomas HobbsConsumer confidence levels were held at zero in March, according to the latest GfK Consumer Confidence Index, as concerns about Britain’s status in Europe finally “hit home”.
The opportunity for brands as publishers move towards ecommerce
Leonie RoderickAs traditional publishers scramble to keep up with digital disruption and explore new ways to make money, ecommerce seems like a logical next step. But for brands looking to work with them there are numerous challenges to overcome.
Lucozade seeks to ‘open up brand’ as it launches first Zero variant in battle against sugar
Leonie RoderickLucozade has launched its first ‘Zero’ variant in reaction to growing consumer appetite for healthier drinks as it aims to “open up the brand” to a broader audience.
Heineken promotes top marketer Søren Hagh to Italy managing director
Leonie RoderickHeineken has promoted its global marketing director Søren Hagh to managing director in Italy, making him the second marketing chief within the company to have been made a country MD.
New Dixons Carphone CMO promises to be ‘disruptive’ as John Lewis approach ‘shows fatigue’
Thomas HobbsThe tear-inducing tactics of the John Lewis Christmas ads, such as Man on the Moon, are showing “signs of fatigue,” according to Gary Booker, who was recently made CMO for the entire Dixons Carphone portfolio of brands.
Adidas UK marketing boss on why its marketing is no longer just about ‘showing off product’
Thomas HobbsHaving recently hosted ‘The X’ pop up at Victoria Park, which was created to provide young women with free fitness training experiences, Adidas UK’s head of brand marketing Barry Moore says the brand is moving to a more “responsible and spontaneous” marketing model to reintroduce itself to the new generation.
Ben & Jerry’s urges voters to ‘give a fudge’ about London’s mayoral election
Leonie RoderickBen & Jerry’s is launching a political campaign aimed at encouraging Londoners to “give a fudge” and drive voter registration for the mayoral election after research found that one in five are not correctly registered to vote.
Vice Media’s co-founder and Cannes Lions ‘Media Person of the Year 2016’ Shane Smith on reporting from the front line
Jonathan BaconDespite being the co-founder and CEO of Vice Media, Shane Smith continues to report from the dangerous locations around the world as he believes it’s crucial to set an example to staff.
5 things you need to attend at Marketing Week Live
Marketing Week ReportersMarketing Week Live is back at Olympia Central on the 27 and 28 April with a line-up of industry leading speakers from brands including John Lewis, Telefonica and Game, as well as our very own columnist Mark Ritson.
Vans’ EMEA marketing chief on its secret to brand success
Leonie RoderickOriginally adopted by the skater community in southern California, Vans’ shoes – epitomised by their rugged make-up and sticky sole, have gone on to become a global phenomenon. Vans European marketing boss Neil Schambra Stevens speaks to Marketing Week about the secret to its success and how the brand can remain relevant for the next 50 years.
Mark Ritson: Haymarket Media Group has forgotten that marketing comes before advertising
Mark RitsonBy consolidating its magazine titles under the Campaign brand instead of Marketing, publisher Haymarket has neglected 85 years of heritage and put the ad agency world ahead of the wider marketing discipline.