Why brands are losing relevance with girls
Mindi ChahalResearch shows brands need to go beyond pink and princesses.
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McDonald’s UK ‘closely exploring’ click-and-collect as it looks to push digital innovation
Alison MillingtonMcDonald’s UK says click-and-collect is an area it is “exploring very closely” as it looks to continue digital innovation as part of its mass personalisation and customer convenience strategy.
YouTube courts brands with vlogger campaign
Kaltrina BylykbashiYouTube is to launch a documentary that aims to inform brands on the best way to reach millennials through the use of YouTube stars.
‘Everything is awesome’ for Lego as it overtakes Ferrari as most powerful brand
Thomas HobbsLego, fuelled by the box office success of The Lego Movie, has overtaken Ferrari to become the world’s most powerful brand in 2015 as Apple holds its crown as the most valuable, according to the latest Brand Finance Global 500 report, for the year ending 1 January 2015.
Pernod Ricard pushing media investment behind Jacob’s Creek in an effort to halt declining sales
Alison MillingtonPernod Ricard is facing challenges with one of its flagship wine brands, Jacob’s Creek, as the volume of discounting in the wine category is drowning out its premium price positioning. While others in the Australian wine category are experiencing growth, the drinks maker is looking to turn around Jacob’s Creek’s declining sales by pushing media investment into the brand.
Nectar founder Sir Keith Mills says points-based loyalty is becoming ‘less relevant’
Alison MillingtonAir Miles and Nectar card founder Sir Keith Mills has confirmed that he has been approached to front an acquisition of Tesco-owned data department Dunnhumby, which brought the retailer’s Clubcard to the market and works with retailers and brands worldwide. Whatever the outcome, Sir Keith says points-based loyalty schemes are becoming “less relevant” and will have to change, highlighting the importance of turning data collected into actionable marketing programs.
5 things you need to know this week
Alison MillingtonCatch up on the biggest news in the marketing industry over the last seven days.
Be clear on content marketing objectives to determine your ROI
Russell ParsonsThere comes a point in the life of all marketing channels where the question is asked – ‘great, but what’s the ROI?’.
Diversity is a huge benefit to any team, so it was a shock to see our all white creative
Secret MarketerThis week I had to deal with a very delicate subject that involved a matter that it is dear to my heart – diversity in the workplace.
Data suggests we are a sorry bunch, but a new golden age for marketing could be upon us
Ashley FriedleinOur recent Salary Survey 2015 made for somewhat depressing reading.
Profile: Jacqueline Gold, Ann Summers
Lucy TesserasOn empowering women in the bedroom and the boardroom.
How online dating won the heart of the nation
Jonathan BaconA growing number of singletons and fading social stigma have seen the value of the online dating market skyrocket in recent years, with free and mobile-focused services expanding the consumer base.
Optimisation is key for programmatic success in 2015
Marketing Week PartnerThe right technology is not the only vital ingredient for a successful programmatic campaign – advertisers must also have the right team on board and ensure there is complete transparency in reporting, says Periscopix’s Liz Rutgersson.
Mars’ UK marketing boss promoted to European head in shake-up
Alison MillingtonMars Chocolate UK’s most senior marketer Michael Magee has been promoted to head of the chocolate maker’s European and Eurasian businesses prompting a reshuffle of its senior marketing team.
MW puts Super Bowl ads to the neuroscience test
Mindi ChahalMarketing Week uses neuroscience technology to see whether the ads broadcast during last week’s Big Game were worth the £5m brands paid for them.