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.
Fashion brands TopShop and Evans are polar opposites when it comes to the images they present, but who is right when it comes to winning the weight debate? Weight is a touchy subject not just for most women, but for fashion brands. The debate over the appropriateness of using size zero models was reignited by […]
Healthy menu key ingredient of restaurant chain’s revival.
The polarisation of consumer shopping behaviour means mid-market brands are in a spot of bother as many opt to reach below or above what they’re offering. But being in the middle doesn’t have to mean middle of the road. When you’re in the middle you can struggle to grasp your true identity. You aren’t first […]
Made to measure up to professional standards: brands from an ever-wider variety of sectors are buying into the self-service trend by giving customers the opportunity to create high-quality personalised products or services.
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.
Brands are steadily tuning into the fact that being 50 today is a far cry from what life at 50 was like 20 years ago. I read an article in the Telegraph’s Stella magazine recently where the writer compared what her grandmother, her mother and herself were both like at the age of 50. The […]
Coca-Cola, Kraft, Diageo and Yahoo! used the Cannes Lions festival last month to explain how getting to grips with plot and premise can build strong brands. MaryLou Costa asks senior marketers from those companies about their plans. Marketing Week (MW): At Cannes, Coca-Cola has been talking about marketing to US teenagers using a storytelling […]
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.
The running theme through this year’s top performers of the Promise Index is offering customers the ultimate in making their lives easier, be it achieved through technology, product innovation and value-for-money service.
As Xbox Kinect creative director Kudo Tsunoda revealed in Cannes last week, audience insight can deliver more than your own hunches can.
What does a ’Like’ actually mean for a brand’s bottom line? Marketers at this year’s Cannes Lions divulged both their challenges and new solutions. The rising credence of digital and social media activity in the world of brands was highlighted at the annual Cannes Lions festival last week as more non-traditional campaigns than ever were […]
Cannes: Facebook is building its audience insight team to help brands measure the results of their social media activity.
Cannes: The future of TV will be more consumers paying a premium for quality content, according to Time Warner chief executive Jeffrey Bewkes.
Latest figures indicate that people are becoming less inclined to hand over their personal details in return for benefits such as discounts and samples, challenging marketers to step up their powers of persuasion.