Brands from Adidas to Zurich have made it on to the shortlist for the Marketing Week Engage Awards 2012 in association with YouGov. The shortlisted entries for the Engage Awards 2012 all demonstrate clear strategic thinking and an element of innovation, allied to a demonstration of return on investment. Click here to book your table […]
While your cover story about big brands turning to entrepreneurs for innovation (MW last week) focused on organisations harnessing the entrepreneurial mindset in their businesses, this trend has gone one step further and big brands are increasingly turning to agile and innovative consultancies to make their communications relevant, up-to-date and exciting. This presents amazing opportunities […]
Hell hath no fury like an Apple iPhone owner scorned as the fierce debate around Mark Ritson’s recent column shows. He suggested the iPhone has no appeal to under-25s. Read the column at www.mwlinks.co.uk/AppleTrap and some of the online responses below. Should we not be more interested in what youngsters want to own? I […]
Can marketing overcome its trust issues? (MWlinks.co.uk/MarketingTrust). There comes a time with every product – or in this case profession – when it’s necessary to re-evaluate the brand. Sometimes it’s because a brand is viewed negatively, and other times it’s because people just don’t know what the brand does, or means. Marketing is suffering from […]
It is increasingly clear that brands can’t continue with price-focused marketing activity. Value-added promotions are a way of increasing brand awareness and sales while maintaining margins and avoiding price wars. Bogofs and other price promotions are instantly forgotten, whereas a promotion offering an aspirational reward, such as vouchers for money-off holidays or restaurants can deliver […]
Michael Nutley’s article on why marketers must look to new places to turn data into treasure (MWlinks.co.uk/DataTreasure) fails to address how we harness this explosion of data and use it as a marketing tool. It is true that we know more than ever before about our consumers and that as the number of platforms through […]
The marriage of outdoor advertising and the mobile internet is creating a whole new channel for marketers to explore – but brands must handle this new data source with care.
I was disappointed to see that John Lewis intends to pump more money into its ‘price match’ (MW last week). The Never Knowingly Undersold slogan should be more than just about price. John Lewis marketing director Craig Inglis says it is “rooted in the brand”, and it is admirable that he is willing to stick […]
It is possible for brands to provide useful content or experiences on social media platforms (MW 8 March) by using incentivised advertising formats. Engaged adverts can generate a return on investment for both parties. For example, in return for participating in a brand’s communication on Facebook, the user can receive free game credits. When used […]
The National Advertising Benevolent Society is holding a celebration dinner for its annual seven-a-side rugby tournament on Monday 23 April at 8 Northumberland Avenue, London, and the organisers are keen to trace players from previous years, especially those who have moved from the agency to the client side. For further details please contact l.morris@nabs.org.uk or […]
The latest Financial Services Tracker (www.mwlinks.co.uk/ MediaSpend) highlights the importance of brand power in the face of lower consumer spending. Over the past few years, more and more low-cost brands have entered the insurance market and in such a price sensitive space have easily taken market share. However, as your article referenced, the current climate […]
I was glad to see the flag being flown for effective design in your Industry Attitudes article (MW 1 March), but what left me slightly saddened – albeit with a wry grin – were the responses to the question: Where do you seek design inspiration? Clients call for stand-out, but your survey says that everyone […]
A successful viral video can help brands engage with consumers on a much larger scale than a TV ad, and is much cheaper to produce. Sean Hargrave looks at the best formula to give videos the contagious nature they need.
Mark Ritson reports that Facebook vice-president of global marketing solutions Carolyn Everson wants social media users to “think of brands as people” (MW 8 March). Although this idea may stretch the imagination at first, it is not beyond belief. We want to spend time with our human friends because they add to our social experience, […]
What they actually are is brands and businesses implementing well thought through approaches to engage with exactly the type of people who will benefit most from their offerings. It’s a means of user “self-selection”, with the strategic balance carefully weighted towards quality versus quantity and it is an approach any user experience marketer will tell […]