Discovery Networks’ western Europe VP of marketing Simon Downing talks to Laura Snoad about making content that inspires, and pulling in larger audiences with a strategy of ’co-viewing’
Coca-Cola is to introduce social media elements to its online staff engagement programme, one of several global brands looking to social networks to improve internal communications strategies.
Our brains are rewiring in response to the trend for consuming several media simultaneously, say scientists. This has far-reaching implications for marketers, who must find ways to grab the attention of a new type of consumer, who, while a natural multi-tasker, has a much shorter attention span.
Want to get more bang for your buck this Christmas? Use your most valuable assets to buy into the party spirit.
It is six years since the last Star Wars film tied up the space saga, but Lucasfilm continues to reach new fans and stay relevant. Laura Snoad asks its president of licensing Howard Roffman how the franchise keeps striking back. Marketing Week (MW): How can you keep the Star Wars brand relevant to new generations? […]
What’s in a name? Your brand’s reputation if a change in identity fails to win over consumers. Laura Snoad learns how marketers have successfully rebranded their companies and the pitfalls to avoid. Rebranding may offer the carrot of greater recognition and new interest from customers, but its ability to cause anger as Royal Mail’s brief […]
Having less spare cash is prompting today’s parents to rethink the toys they buy for their children, with trusted brands that offer longevity and encourage imaginative play topping their list. While the economy may have slumped, the UK toy industry is as lively as ever. But with less money to spend, parents are gravitating towards […]
Sophisticated data processing technologies are enabling mid-range car brands to emulate the luxury marques with systems that make the driving experience easier and safer.