Google ‘to make search smarter’
Seb JosephGoogle has revamped its search engine to provide more context on its results instead of simply matching keywords in a bid to provide more information directly on its own pages.
Pinterest to bolster ecommerce offering for brands
Seb JosephPinterest is set to revamp its ecommerce offering for brands after investment from Rakuten, one of the world’s largest online marketplaces, a move that comes as the company looks to identify new revenue streams.
‘Inconsistent tone of voice will damage brands’
Seb JosephBrands need to put the same effort into creating a unique “tone of voice” for the language used in call centres and on bills as they do for advertising campaigns or risk creating a disconnect that could hit sales, according to brand language experts.
Sponsors eye 2012 legacies
Seb JosephThe London 2012 Games is expected to provide a short-term fillip to sponsors’ coffers, but for many brands being officially tied to the event offers a chance to drive meaningful and lasting change across their businesses.
E.on announces price pledge
Seb JosephE.on has vowed not to raise energy prices this year, despite rising wholesale costs, as part of wider efforts to regain the trust of UK consumers.
Kopparberg readies £4m marketing campaign
Seb JosephKopparberg is teaming up with music platforms Spotify and Last.fm and launching its “biggest” ever advertising campaign as it looks to bolster its presence in the fast-growing UK cider market.
Birds Eye outlines vision for growth
Seb JosephBirds Eye is to switch to targeting adult diners, one of a raft of marketing initiatives planned, as speculation mounts that the frozen food business is the subject of a multibillion pound bid from a far eastern buyer.
Govt reignites universal health labelling plans
Seb JosephThe government is to urge food manufacturers and retailers to adopt a universal system of showing health information on food products as part of its wider efforts to encourage people to make healthier choices.
Time is right for publishers to tackle digital piracy
Seb JosephThe PPA’s rallying cry for the UK consumer magazine industry to band together to tackle digital piracy at its annual conference this week should be welcomed by publishers and brands concerned about digital copyright infringement.
FA to step up marketing for England Euros tickets
Seb JosephThe Football Association (FA) is to step up marketing activity to boost ticket sales for England’s games at next month’s Euro 2012 football tournament, a move that follows reports of sluggish sales.
PepsiCo hands Amin global marketing chief role
Seb JosephPepsiCo has appointed Salman Amin to the new roles of senior vice president and global chief marketing officer as part of a series of executive appointments across its business, a move that comes amid the company’s multi-million pound marketing push to take on rivals Kraft Foods and Coca-Cola.
Facebook unveils hub for brand apps
Seb JosephFacebook is to start selling third-party apps directly for the first time, as it steps up efforts to widen its revenue streams ahead of its floatation on the stock exchange later this month.
Fazer readies UK growth through Angry Birds
Seb JosephFazer, one of the largest companies in the Finnish food industry by market share, is to launch a range of Angry Birds sweets in the UK this summer as part of its efforts to become an international business by 2016.
Future readies revamped Total Film iPad title
Seb JosephFuture Publishing is to launch a fully interactive iPad version of its Total Film magazine, the first app for one of its key brands to be created using its new in-house publishing platform.
Spanish beer eyes UK growth with TV push
Seb JosephSpanish beer brand Estrella Damm is launching its first TV spot in the UK as part of a £2.5m marketing strategy to take on premium international rivals such as Peroni and Staropramen.