Visa is hoping to reach its ‘future client base’ of consumers who ‘adopt technology quickly’ through the likely extension of its partnership of the all-electric Formula E, which will end its first season this weekend with the Visa London ePrix final in Battersea Park.
Highland Spring will launch a second marketing push as early as later this year after becoming the top brand for purchase intent and consideration since the launch of its first multichannel brand campaign in April.
Carlsberg has launched ‘Carlsberg Beer Beauty’, a line of men’s grooming products made with beer, in order to target the high population of UK and European men who are “daily groomers”.
Wimbledon is looking to use the vast amounts of data collected at the Championships to “bring stories to life” on the Club’s revamped website, mobile app and social platforms.
While Bacardi and Pernod Ricard’s marketing structures represent opposite approaches – one with a focus on brands and the other on “consumption moments” – the goal for both drinks giants is the same: getting closer to consumers.
Wimbledon will be one of the first brands to run Snapchat’s new geofilter ads as it ramps up its social presence to offer fans an experience that it hopes will be the “next best thing to being here”.
New Balance is following in the footsteps of Adidas as it launches its first football boot range which focus on a “style of play” rather than a position on the field.
William Hill has had a series of ‘irresponsible’ Twitter ads banned for featuring teddy bears, which could have a ‘particular appeal to children’ according to the ASA.
As cider brewers fight to market to summer drinking occasions, Heineken is hoping to create standout for its Symonds brand by pushing its premium positioning and relationship to food instead of its seasonal appeal.
Bacardi is switching its focus to brands rather than categories as part of a number of changes to its marketing structure, including the launch of marketing Centers of Excellence (CoEs), the appointment of Shane Hoyne as Europe CMO and the departure of Dima Ivanov as global CMO.
From M&S launching a plastic-only loyalty scheme to HSBC announcing plans to exit the high street, Marketing Week rounds up the top stories of the week.
While the majority of CMOs recognise the importance of using data in building relationships with consumers, many don’t believe they are capable of doing so according to a survey from EY and Forbes Insights.
Tesco is launching its biggest iBeacon trial through Unilever’s “Pink and Black” campaign for its Magnum ice cream which will see London consumers receive discounted coupons when they pass one of 270 chosen Tesco stores.
VisitBritain is ramping up digital, content marketing and brand partnerships as it looks to maintain the momentum driven by the first three years of its GREAT campaign.
With the recent success of campaigns such as Sport England’s “This Girl Can”, the start of the FIFA Women’s World Cup in Canada this week comes at a time when interest in women’s sport is growing. However, while broadcasters and industry bodies are making moves to tap into the opportunity many brands, including FIFA sponsors, have been slower on the uptake.