Shazam has come a long way from its beginnings as a music discovery service. MaryLou Costa talks to Beatrice Farina, VP of marketing and communications, about the brand’s evolution, its move into TV and what developments the future may hold.
The travel guide business is looking to the future by repackaging its content in digital form to reach a new generation of adventure seekers while remaining true to its 39-year-old brand identity.
The panel Andrea Dalglish, head of communications, The NFC GroupHelen Dickenson, head of communications, John LewisDavid Hamilton, head of public relations and engagement, Action for ChildrenEdmund King, president, The AAFiona Wilkinson, senior vice-president, corporate communications, Visa Europe Marketing Week (MW): Is PR seen as a strategic business tool within your organisation? Edmund King (EK): PR […]
It’s time to kiss and make up: women want beauty brands to do more than one thing and simplify the process of looking good.
The results of the annual Superbrands ranking are in, showing the prowess of British brands.
Good design is back on the agenda says a Marketing Week survey, as more brands make the link with a strong bottom line. But the battle for buy-in isn’t won yet, say marketers.
MaryLou Costa is a key member of the Marketing Week features team and her blog brings her unique Australian perspective to brands. She also oversees the Market Research Focus weekly bulletin.
Insights from Asda’s first ‘Mumdex’ may provide the retailer with a powerful edge, as results show that UK mums are looking not just for a financial break but support to deal with overall impacts of the economic crisis. Asda’s Mumdex is a clever tool. For a supermarket that does not offer a loyalty card scheme […]
SWISS chief commercial officer Holger Haetty explains how the airline rose from the ashes of bankruptcy and is now basing its growth plans on attracting first and business class passengers to its longhaul routes by offering a personal service in luxury surroundings,
Today you can get a decent cup of coffee just about anywhere, from M&S to McDonalds – brand names that five years ago you would never have put alongside vocabulary like latte, grande or macchiato. But according to research consultancy Allegra, whose insights on the coffee sector were the focus of our trends feature last […]
Marketing director Vicki Reed describes Edun as a fashion brand with an ethical conscience. Here, she tells MaryLou Costa how part-owner LVMH is helping the company achieve its ambitions.
Brands looking to use their print and digital customer publications to reach a worldwide audience must strike a balance between cost and country-specific marketing messages.
Catch up on all this week’s major marketing news including Coca-Cola’s new marketing director, Tango’s return to TV ads and the end of the Eat brand.
A year since the EU’s General Data Protection Regulation came into force, brands’ worries about its impact have faded, but that doesn’t mean the job is done.
While the introduction of GDPR a year ago was seen by many brands as the opportunity for a fresh start, for others it was the end of the journey rather than the beginning.
The marketing team has worked closely with the players, including captain Eoin Morgan, to create a campaign that aims to highlight the diverse nature of the team and build excitement among young cricket fans ahead of the first World Cup in England for 20 years.
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