Superbrands survey
Joe FernandezConsumers are seeking out brands that act as dominant ‘presidents’ of their categories, according to the latest Superbrands survey.
Revamped Jaguar tries new route to market
Joe FernandezKeen to keep costs down but still inspire affluent consumers, Jaguar is ditching TV for an experiential launch strategy involving PR, roadshows and sponsorship.
Brand ties that bind
Joe FernandezTechnology and electronics companies are ditching their gadget-led campaigns and instead taking their brand values to the consumer. Their aim is to capture people’s hearts and win their loyalty, as car makers and FMCG brands have done before.
How digital makes it easier to engage with an audience
Joe FernandezWith digital media now firmly entrenched in the marketing mix, there was no shortage of advice about how to make the best use of it throughout the festival.
Building loyalty schemes with lasting power
Joe FernandezNew research suggests that most consumers are aware of retailers’ loyalty schemes, but feel largely unimpressed by their rewards. Joe Fernandez finds out how companies can motivate their customers to buy their brands in the long term
Schmidt stands by YouTube’s revenue earning potential
Joe FernandezCannes: YouTube will meet its ad revenue earning potential, Google chairman and chief executive, Eric Schmidt has claimed today (June 26).
Microsoft creates new ad teams
Joe FernandezCannes: Microsoft is bidding to improve its advertising sales via the creation of two new teams to handle relations with brand marketing chiefs and agencies.
Brandowners: advertising must be creative in tough times
Joe FernandezCannes: Leading marketers have called for advertising briefs to remain committed to great ideas that consumers can interact with in the face of the deepening recession.
Annan and Geldof launch climate change campaign
Joe FernandezCannes: A major climate change campaign has been launched at the Cannes Lions advertising festival this morning (June 26) by former secretary general of the United Nations and Live Aid founder Bob Geldof.
Microsoft signs deal with Publicis Groupe
Joe FernandezCannes: Microsoft Advertising has secured a global partnership deal with Publicis Groupe for a major research project to improve the targeting of online and TV advertising.
Digital marketing key to Obama’s success
Joe FernandezCannes: A combination of digital and grassroots marketing was fundamental to the success of Barack Obama’s US presidential campaign, his campaign manager David Plouffe declared today (June 25).
Microsoft chief points to brave new digital world
Joe FernandezCannes: Microsoft chief executive Steve Ballmer has warned marketers that a new media world is emerging, and content will shift online within the next ten years.
Microsoft reignites tie-up talks with Yahoo!
Joe FernandezCannes: Microsoft chief executive Steve Ballmer has reignited speculation of a possible partnership with Yahoo!.
HP marketing chief urges marketers to use UGC
Joe FernandezCannes: Hewlett Packard’s chief marketing officer Michael Mendenhall has urged marketers to make more use of user generated content, or cloud-based marketing, to keep users engaged with brands during the recession.
Personal touch sends out the right message
Joe FernandezBrands that use email to engage with consumers who have given your marketing team permission to communicate with them will gain more than companies that send out unsolicited spam.