Developing commercial skills

Jo Roberts

The 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.

Music festival
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Music festival sponsorship

Jo Roberts

Food 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.

VW claims commercial range is sound investment

Stuart Turner

Volkswagen 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 […]