Brand tribes in Asia
Jo RobertsMarketers planning a campaign in Asia should avoid targeting by demographics and instead focus on the five brand tribes identified by recent research.
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Environmental awareness is now standard
Robert LesterBy introducing an official standard against which the environmental performance of a direct marketing campaign can be certified, the industry hopes to avoid the threat of tough legislation.
Developing commercial skills
Jo RobertsThe CIM is concerned that marketers are placing too much emphasis on creative ideas at the expense of sound business sense, and has launched the Infinity Model to help them assess whether their campaigns can contribute real corporate value.
Superbrands survey
Joe FernandezConsumers are seeking out brands that act as dominant ‘presidents’ of their categories, according to the latest Superbrands survey.
BBC must deal with income cut
That the BBC must accept a cut in its licence fee income is all but accepted. How the Beeb deals with it is the real debate
Nationwide in 125% mortgage offer
Russell ParsonsNationwide Building Society has introduced a 125% mortgage despite much criticism of so-called “negative equity mortgages since the collapse of the housing market last year.
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Music festival sponsorship
Jo RobertsFood and drink brands may have a natural synergy with summer music events, but other sectors can get a return on their investment in festival sponsorship if they fit and enhance the mood, environment and audience profile.
Ryanair agrees to OFT call for more transparency in ads
Branwell JohnsonBudget airline will improve clarity of its ad campaigns and website.
VW claims commercial range is sound investment
Stuart TurnerVolkswagen Commercial Vehicles is launching a marketing campaign as part of a strategy that aims to reposition its vehicles as sound investments. The digital, press, retail and radio activity, the latter voiced by Ray Winstone, uses the new strapline “very commercial vehicles”, which replaces the “let’s go to work” strapline. Mark Hopkins, marketing communications manager […]
Building loyalty schemes with lasting power
Joe FernandezNew research suggests that most consumers are aware of retailers’ loyalty schemes, but feel largely unimpressed by their rewards. Joe Fernandez finds out how companies can motivate their customers to buy their brands in the long term
Consumers are slowly learning how to cope
Joe FernandezAs attitudes to the recession shift from fear to acceptance, marketers would be wise to follow the spending patterns set by consumers as they establish coping strategies.
Prudence rises from the ashes of credit boom
Louise JackBrands will benefit from marketers employing a little more creative thinking if the trend of consumers adopting cautious spending strategies becomes a long-term pattern of behaviour. By Louise Jack
A natural thirst for first place
Joe FernandezAndy Murray, Lassie and packaging that pushes its organic credentials are being used by Highland Spring in a marketing campaign that aims to make it the UK’s number one bottled water brand. By Joe Fernandez
From where will tomorrow’s great marketers emerge?
When former HBOS chief exec Andy Hornby was appointed chief executive of chemist chain Boots last week, it should not have come as a surprise to anyone watching his career.
Drive to promote Volkswagen lifestyle vehicles
Branwell JohnsonVolkswagen Commercial Vehicles is launching a nationwide integrated campaign to promote its range of lifestyle vehicles.