Nectar to close Daily Deals offering
Josie AllchinNectar is closing its Daily Deals platform just nine months after launching, the latest in a slew of brands exiting the market casting doubt on its long-term sustainability.
Brands can’t rely on research in obesity debate
Josie AllchinA war of words – and facts – has erupted in the debate over food and drink advertising. Last month, the Academy of the Medical Royal Colleges (AMRC) called on the government to introduce a ban on advertising for foods high in saturated fats, sugar and salt (HFSS) before 9pm as a way of tackling childhood obesity. Although there is currently little sign of the Department of Health acting on such a proposal, marketers are increasingly concerned about attempts to portray their brands, as well as their advertising output, as the root of all evil.
Q&A: AB InBev’s Paul Chibe on Justin Timberlake tie-up
Josie AllchinAB InBev’s Vice-president of US Marketing Paul Chilbe explains why they appointed a celebrity creative director for their Bud Light Platinum brand.
Viewpoint: ‘Celebrities are not marketers’
Josie AllchinAlso in this story Can celebrities take on the brand marketer’s role? (cover story) Q&A: AB InBev’s vice-president of US Marketing on Justin Timberlake tie-up Case study: Diet Coke and its creative designers Q&A: BlackBerry’s CMO Frank Boulben on Alicia Keys’ role as the brand’s global creative director Liz MillerVice-presidentCMO Council Do I think celebrities […]
Case study: Diet Coke and its creative designers
Josie AllchinThe soft drink brand, which is sold in 127 markets and is globally worth $11bn, has a long-standing relationship with fashion. Designers such as Matthew Williamson, Gianfranco Ferre, Marni and Roberto Cavalli have all used their skills to design bottles and cans, targeting women who are into fashion.
Q&A: Blackberry’s CMO on Alicia Keys’ role as the brand’s global creative director
Josie AllchinFrank Boulben, BlackBerry’s CMO, explains the difference between sponsored endorements and ‘in-house’ roles.
Big data breaks into the boardroom
Josie Allchin‘Big data’ is the number one item on the CEO’s agenda for 2013, and it’s up to marketers to ensure that its role is appreciated and understood. Marketing Week’s Data Strategy Award winners give their take on how to make that happen.
Q&A: Phil McKee, research and insight executive, Football League
Josie AllchinThe Football League’s research and insight executive Phil McKee explains its online research initiative the Changing Room.
Case study: Derby County and pitch-side technology
Josie AllchinSince Championship club Derby County was relegated from the Premier League, average home attendance dropped from 32,000 in 2007-08 to 26,000 last season. So last summer, the club invested in an extensive technology upgrade at its Pride Park stadium as a way of both attracting sponsors and drawing in fans.
Brands becoming more important than specs in mobile
Josie AllchinMWC: Mobile companies are looking to forge more partnerships with brands to help make their marketing messages about technology more consumer-centric in the hope of boosting revenue as handsets and phone contracts become increasingly commoditised.
Sony Mobile looks back to former glories in ‘challenger’ ad
Josie AllchinSony Mobile is using the launch of its Xperia Z smartphone to reminisce on some of its most famous products – such as the Walkman and camcorder – through marketing as it looks to bring its “One Sony” strategy to life in the eyes of consumers.
Nokia looks to price to regain market share
Josie AllchinMWC: Nokia has extended its Lumia range with more “affordable” handsets as it looks to boost its market share by making its smartphones accessible to new audiences and new regions.
Huawei bids to become ‘top 100 global brand’
Josie AllchinMWC: Chinese smartphone maker Huawei unveiled its ambitions to become a ‘top 100 global brand’ by boosting consumer recognition outside its home market with the launch of what it claims is the ‘world’s fastest smartphone’.
The Marketing Week – 22/2/2013
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.
Google shopping changes are an investment not a cost
Josie AllchinGoogle made some significant changes to the way its shopping search results work last week and the impact on retailers will be significant.