MaryLou Costa

The super spoof weapon

MaryLou Costa

The spoof ad is not a new concept but its use by the three main political parties has given it a high currency and pushed it up brands’ campaign agendas. Here, those that have mastered the technique advise on the process – and the pitfalls.

Orange to launch online ad exchange

MaryLou Costa

Communications brand Orange is to launch a challenger to Google’s and Yahoo!’s online advertising sales services with the first European online advertising exchange, Orange Ad Market.

Marks and Spencers

Finding the perfect match

MaryLou Costa

Signing a celebrity to front a branding campaign is a powerful yet risk-laden strategy, but there are more ways to use a famous face than just booking a highly exposed star who threatens to overshadow the brand or derail its values with their behind-the-scenes antics.

No longer the dumb waiter

MaryLou Costa

A new approach to franchises is gathering sway that treats the relationship less like a ’master and servant’ set-up and more like a marriage of equal sides. Giving franchisees more input can have its pitfalls, but brands are finding the benefits far outweigh the negatives.

Back to the future

MaryLou Costa

A look back into the past can offer insight that brands can draw inspiration from. Some, like French tyre company Michelin, are using their marketing heritage to drive them into new territory.