Aviva elevates CMO Mackenzie’s role
Lara O'ReillyAviva has elevated CMO Amanda Mackenzie to its new group executive team, designed to help steer the company’s turnaround and “regain the respect” of its shareholders.
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Juan Sheet shows Plenty’s strengths when wet
Branwell JohnsonThe latest campaign for SCA-owned paper towel brand Plenty features long-running campaign icon Juan Sheet showing the product’s abilities when wet.
Budvar and AB-Inbev to share Budweiser name in UK
Seb JosephCzech brewer Budvar can continue to use the Budweiser name in the UK, following the latest chapter in a long-running dispute with AB-Inbev, the maker of the US Budweiser beer.
Nissan eyes mass market for Leaf
Rosie BakerNissan is preparing a major push for its Leaf electric car brand in a bid to take advantage of an expected surge in demand for electrical vehicles over the next ten years.
‘Value in content, but don’t jump in’
Lara O'ReillyThe amount spent on content marketing is to rise significantly this year, according to data from the Content Marketing Association but industry experts have warned marketers to consider the numerous pitfalls that could cause brand damage before diving head first into what is still a relatively new marketing discipline.
British Airways: the brand that knew too much?
Michael BarnettBritish Airways has launched Know Me, a new approach to customer service that gives flight and airport staff immediate access to customer data on iPads. It will be a powerful tool, but BA must be careful what it does with it.
RBS’s advertising and PR lead departs for WPP
Russell ParsonsRoyal Bank of Scotland communications head, Andrew Wilson is to leave the banking group to join WPP, prompting a reshuffle of its senior marketing and PR reporting lines.
Business sees opportunity too good to pass by
Matthew ValentineBusiness-to-business advertisers are venturing into digital outdoor, attracted by the prime locations and ability to offer detailed audience metrics. Matthew Valentine explores the trend.
Finding the brightest and the very best
Steve HemsleyLocating staff with the right skills and attitude is crucial. Steve Hemsley speaks to a panel of marketing and HR professionals about sourcing talent, even if it comes from outside the industry.
Waxing lyrical about the future of music discovery
MaryLou CostaShazam has come a long way from its beginnings as a music discovery service. MaryLou Costa talks to Beatrice Farina, VP of marketing and communications, about the brand’s evolution, its move into TV and what developments the future may hold.
Getting to grips with the finer points of ‘big data’
Maeve Hosea‘Big data’ is a term currently in vogue in marketing circles but what does it mean and what are its practical implications for marketers and brands? Our panel of experts give their take on the subject. By Maeve Hosea
Offering a bit more than a free sample
Morag Cuddeford-JonesResearch seen exclusively by Marketing Week suggests there are many factors affecting the success of a sampling occasion, as consumers look for more than just a freebie.
The top 100 most valuable global brands
Jo RobertsThe top 100 global brands shows Apple increasing its lead and the top brands getting younger, while businesses that have a purpose beyond profit – and women on the board – thrive.
Is your customer data firing on all cylinders?
Matthew ValentineA ready stream of customer data is one thing, but being geared up to apply that insight at an increasingly personal level and fuel a brand’s growth is another, finds Matthew Valentine.
A better deal is no comparison to good service
Morag Cuddeford-JonesPrice comparison websites and word of mouth recommendations are increasing the chances of consumers changing brands to save money – but not at the expense of a good customer experience.