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Mars ramps up CSR

Rosie Baker

Mars, which owns the Galaxy, Maltesers and M&Ms’ brands, has published its marketing code for the first time in an effort to raise awareness of its “principle-based” business to a broader audience.

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Building appeal is all a matter of child’s play

Laura Snoad

Having less spare cash is prompting today’s parents to rethink the toys they buy for their children, with trusted brands that offer longevity and encourage imaginative play topping their list. While the economy may have slumped, the UK toy industry is as lively as ever. But with less money to spend, parents are gravitating towards […]

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Interest rate in male beauty brands rises

MaryLou Costa

Brands that invest in grooming products exclusively for the men’s market stand to increase spending levels in this under-developed but fast-growing sector, according to research seen by Marketing Week. Cult ITV2 programme The Only Way Is Essex has not only put fake tan and big hair on the grooming agenda for women, but it has […]

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How to repair a reputation left in shreds?

Morag Cuddeford-Jones

The public’s trust in the British media has been shattered, according to research seen exclusively by Marketing Week. Can Fleet Street drag itself out of the gutter? asks Morag Cuddeford Jones Nearly three-quarters of the British public say their trust in the UK media has been damaged by allegations of illegal phone hacking that led […]

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How to lose friends and alienate people

Mark Ritson

In marketing, there are usually just two types of organisation: those which invest in marketing to make their brand stronger and those that do not. But occasionally we encounter a third type: those that invest in their brand and end up weakening it as a result. And last week presented us with a prime example […]

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Written word speaks volumes for the brand

Maeve Hosea

New research suggests that ’likes’ and clicking links online are not enough to ensure long-term sales. Brands need to get people typing comments and more involved with content if they are to turn them into customers. The consumers who most actively use branded social media content are the ones most likely to maintain a relationship […]

Agencies play musical chairs

Marketing Week

No less than three agency partners advised me of changes to their account teams this week. Only time will tell if their ever-changing teams will finally bed down and settle for long enough to conceive, create and indeed analyse the results of a particular campaign before shooting off to their next assignment. We are often […]

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You can’t reposition a leopard’s spots

Mark Ritson

There were two ways that the oppressive regime of Muammar Gaddafi could have ended. In one scenario, he would be toppled by an uprising of his own people and forced to scuttle off into the night through his secret labyrinth of tunnels to an uncertain and unlikely future. In another, he would change his reputation […]