New research into web traffic shows marketers split over whether to send consumers to the brand website or Facebook page. Michael Barnett looks at which channel gets the best results and how f-commerce could force a change of direction.
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.
MasterCard has evolved its famous “Priceless” marketing campaign to focus around exclusive localised experiences and deals for its customers.
Maltesers is to become Mars’ first Fairtrade brand, as part of the confectionery company’s long-term commitment to support the sustainable production of cocoa.
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 […]
Nationwide is to introduce a new brand positioning in a campaign that highlights it is a service-led mutual that helps customers navigate their way through financial life.
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 […]
Real-time bidding is set to revolutionise not only how media is purchased, but how campaigns are planned and created and even the skills marketers need.
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 […]
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 […]
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 […]
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 […]
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 […]
Lego is rolling out an ad campaign across the Cartoon Network as part of the launch of its first-ever Heroes Factory brand.