The Marketing Week – 17/5/2013
Josie AllchinWelcome to The Marketing Week, your guide to the good, the bad and the ugly in the marketing industry over the last seven days.
Marketing Academy scholars discuss qualities needed by modern marketers
Josie AllchinWe ask this year’s new scholars at The Marketing Academy what qualities they think it takes to be a modern marketer.
David Beckham: a history in ads
Josie AllchinAs David Beckham kicks back and settles into his retirement from football, we celebrate his most memorable appearances in ads, from gallivanting in his pants, getting steamy with Mrs Golden Balls and attempting his best – but somewhat limited – acting skills.
Turn here for your career ‘satnav’ to navigate the twists and turns of modern marketing
Josie AllchinTwo intertwining strands are currently preoccupying many marketers. There’s the issue of talent – how to recruit the right kind, how to nurture it, how to retain it. Running alongside is a growing concern about personal career development, which is increasingly coming to the fore as traditional career paths no longer seem so straightforward or even available.
Q&A: Michael Magee, Vice-president of marketing, Mars Chocolate UK
Josie AllchinMars Chocolate UK’s vice-president of marketing, Michael Magee, talks us through the thinking behind bringing back an old Galaxy slogan.
Case study: Southern Comfort
Josie AllchinIn a bid to move away from advertising its New Orleans heritage in the UK, in 2012 Southern Comfort’s new agency Wieden+Kennedy created the TV spot ‘Beach’, showing a confident middle-aged man striding down the beach in just his swimming trunks holding a glass of Southern Comfort.
Amazon details currency launch
Josie AllchinAmazon has confirmed the launch of its Appstore digital currency Amazon Coins, a move that comes as it is announced it has also agreed to acquire a digital display company from Samsung to help bolster its manufacturing efforts.
News brands and advertisers must get round the table
Josie AllchinPrint media brands and their advertisers have a rather dysfunctional relationship. Publications depend on advertising revenue to sustain their business models – an increasingly urgent issue when circulations are taking a hit from the rapid dissemination of online news and information. Advertisers, on the other hand, depend on there being strong news and magazine brands that can continue to draw in large audiences across all channels.
Beatrice Lafon: How I would fix…
Josie AllchinMarketing Week asked Lafon how she would fix three of the UK’s biggest retailers. While she makes it clear that it would be “arrogant to believe one person would have all the answers looking in from the outside”, she offers the following thoughts:
Sign up to the Modern Marketing Manifesto
Josie AllchinTo stimulate debate and help focus attention on the talents, skills and approaches we believe are fundamental to the development of the marketing discipline and the personal development of practitioners, Marketing Week and sister brand Econsultancy recently formulated a manifesto for modern marketing.
With spring comes our fresh new look and details for MW Live 2013
Josie AllchinAs befits the arrival of spring, Marketing Week is rolling out a fistful of new initiatives to ensure we remain an essential partner in helping marketers deliver great creativity and business results.
Data privacy: the third way
Josie AllchinRegarding your ‘Privacy: for whose eyes only?’ article (MWlinks.co.uk/privacysell) into the likely impacts of looming stringent EU legislation, we need an alternative way forward; a collective effort at self-regulation that both prepares organisations for the impending regulations and demonstrates action to your customer base.
Marketing Academy Scholars reveal best advice
Josie AllchinNew scholars at The Marketing Academy were happy to share the most important advice regarding marketing they’ve ever been given at the mentoring organisation’s gala graduation evening (13 May).
Marketing Academy scholars on data vs creativity
Josie AllchinHow important is it to retain creativity when data-driven insight is becoming more prevalent?
Top marketers on what makes a modern marketer
Josie AllchinSenior marketers such as Aviva’s Amanda Mackenzie, Microsoft’s Paul Davies and Sainsbury’s Sarah Warby offer guidance on the importance of balancing core communications skills, with modern technology in contemporary practice.