This Friday, the British Heart Foundation unveils its first TV advertisement to publicise the charity’s new corporate identity. The UK’s fifth-biggest charity is repositioning as a medical research charity, which also funds educational activities and patient care. The ad, through TBWA Simons Palmer, will urge young people to take preventative action against coronary heart disease (CHD). The campaign moves the BHF’s advertising strategy away from its traditional red and black posters, which highlighted CHD as a major social issue. The commercials will be supported by direct mail and documentary-style radio advertising.
I wonder whether Shell is making any efforts to clean up its act in reality, or are the same alleged bad environmental and human rights practices still going on behind the cuddly Lego and exciting Ferrari faÃÂ§ade. I know a lot of money is involved but if I represented either Lego or Ferrari, I would […]
I was not surprised by your Leader and article by Alan Mitchell (MW September 25) concerning the poor rating for the marketing profession given by City analysts and investors. There are a number of reasons for this. Marketing consultancy, which should spearhead the industry offering impartial advice without vested interest, has been swallowed up by […]
At Suzuki, we are very much on the right track with our marketing strategy. In response to Paul Hunter (MW September 18), Suzuki is, and has been, focusing its efforts on the consumer and the practical advantages that a motorcycle can provide. In 1996, Suzuki Motorcycles launched a successful campaign with the theme “unlock the […]
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From a major investor calling Unilever’s focus on purpose “ludicrous” to the importance of time, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
After posting strong Christmas trading results this week, the UK’s major supermarkets are pledging to keep their prices low this year even in the face of dramatically rising costs, driven by inflation, higher wages and the cost of living crisis.
Tackling a long-term market decline in the UK, the Open University worked to inspire a brand new generation of distance learners.
The consumer protection brand and its digital agency delve into the challenges they face in measuring marketing outcomes and driving sustainable business growth, including benchmarking performance in unusual times and framing the language of measurement to encourage alignment with objectives.