With Heineken looking to push 50% of its marketing budget into rugby, M&S revealing the tech startup mentality it hopes will reverse a slump in fashion sales and Liverpool FC giving an insight into its evolving marketing plans, it’s been another busy week. Marketing Week rounds up the best news of the week from the world of marketing.
Fever Tree wants to match its marketing efforts to its sales and distribution growth as it looks to tap into the recent “renaissance” of gin in the UK.
The big four supermarkets have faced a lot of questions about the quality of their ads recently. However two – Tesco and Asda – silenced the critics by making it into the top 10 this month. Always’ latest Like A Girl ad also extended the ongoing campaign’s viral dominance, while babies sharing their ‘poo faces’ was a hit for Pampers UK.
City Football Group (CFG), the parent company of Manchester City FC and three other clubs globally, last month announced a major technology deal with cloud software firm SAP. Marketing Week’s Jonathan Bacon attended the announcement at the City Football Academy in Manchester to hear how technology will underpin CFG’s ‘family of clubs’ business model and its future fan engagement activities.
The independent body set up by the government to promote smart energy meters has only five years to convince every British household to install one. Even with a huge budget of £100m, it has a tough task to counter consumers’ apathy and distrust of energy providers
Having just launched a shoppable YouTube ad, Very.co.uk says it will now look to become one of the first UK brands to launch shoppable ads through Instagram.
The phrase ‘digital marketing’ has gone the same way as ‘international marketing’ – into obsolescence. We have new tools to play with but the age-old principles of the discipline remain the same.
Cristiano Ronaldo’s latest bid for world domination, the announcement of his own consumer electronics company ROC Live Life Loud through a partnership with Monster, comes as no surprise. After all, the shrewd Real Madrid player has rarely stepped off the press mill lately: from having his abs poked by total strangers on Japanese TV to unveiling a synthetic body double.
Professionals with families are moving their homes further from their workplaces, shifting the boundaries of suburbs into rural areas – ‘ruburbs’ – and creating new types of consumers with a taste for country life on a city salary.
Mumsnet is making a big push into mobile as it looks to widen its appeal and expand beyond its core “busy mum” audience.
From Instagram’s plans to overtake Twitter and Google, P&G’s new CEO to Heineken’s biggest ever product launch, Marketing Week rounds up the top five stories you need to know this week.
Home-delivery recipe kit service Gousto is looking to “displace supermarkets from the bottom up” as it hires its first CMO and launches a mobile app after seeing 500% growth so far this year.
Panasonic has gone from running just 80 marketing campaigns a year across its B2B channels to one every 2 hours and 15 minutes – or 902 in 2015 – since making the decision to transform its marketing into an automated function back in 2013.
As Instagram prepares to expand its ad platform to everyone, brands must ensure they don’t get caught up in the hype.
Messenger now has 700 million users while WhatsApp has 300 million but Facebook CEO Mark Zuckerberg says while the plan is to monetise those services any meaningful revenue is still some way off.