RBS drafts in Sapient’s Popple to lead digital drive
Russell ParsonsRoyal Bank of Scotland is set to ramp up its digital marketing and multi-platform efforts following the appointment of digital veteran Chris Popple to lead online strategy.
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Brands serve up a personal lifestyle plan
Maeve HoseaWith time-poor consumers worried about losing control of their health, brands that provide clear, personalised help will be in growing demand, predicts new research seen exclusively by Marketing Week.
Mobile web turns a crisis into a disaster
The worst-case scenario for brands is now total destruction, so integrity in business and advertising is more essential than ever. What’s the worst thing that can happen? So goes the line to entice awkward teenagers to try the unknown taste of soft drink Dr Pepper. But perhaps this slogan should be applied more widely by […]
Pink, frilly beer won’t tempt female drinkers
Ruth MortimerMolson Coors’ bid to woo women with a ’feminine’ beer shows just how misguided and clumsy gender targeting can be. I may be a woman, but I seem to have lost my sweet, ladylike nature when it comes to female-focused marketing. With the drinks industry launching several campaigns this summer especially for the girls, I’ve […]
The only way is ethics
Michael BarnettBrands that promote their ethical stance are more likely to attract and retain affluent consumers, according to new research seen exclusively by Marketing Week. Ethical consumers tend to be more affluent than average and are more likely to favour brands that they believe share their green values, according to research by consultancy Goodbrand, seen exclusively […]
Brands must focus on mobile search
Marketing WeekThe future of search is certainly going mobile (MW 21 July). Research from Google shows that 79% of people use their smartphones while shopping and 70% use them while they are actually in a store. Projections suggest that mobile searches could outnumber desktop searches as early as 2013. However, most companies still send a desktop […]
Universities enrol for a marketing masterclass
MaryLou CostaTo find out more about brands as education providers, click here Get the inside view from our Q&A with Exeter University’s marketing and communications director, here New opportunities are opening up for marketers as public, private and brand-backed vocational higher education providers call on their skills to help them generate additional income. The introduction of […]
Marketers have few Facebook friends
Mark RitsonLast week’s column on the seven sins of social media generated perhaps the most polarised correspondence from readers I have ever received. Opinion was split between those who passionately agreed with my column and those who hated every sentence and clearly resented me writing it. To some marketers, the article was the “voice of sanity” […]
Touch and go for future of small change
Maeve HoseaResearch seen exclusively by Marketing Week suggests that brands wishing to provide contactless payment services will need to form partnerships with the financial sector if they are going to win consumers’ trust. By Maeve Hosea
TV campaigns are icing on the marketing mix
Morag Cuddeford-JonesThe first fast.MAP/Marketing Week Effectiveness Tracker looking at retail brands reveals that TV campaigns only work if advertisers support them with direct marketing activity. A catchy television ad is a sure-fire way for a brand to be remembered, but it doesn’t necessarily lead to money in the bank – that is down to a solid […]
CEOs have to wake up to a new set of rules
Mark ChouekePaisley MP Jim Sheridan asked Rupert Murdoch a fairly straightforward question at the Commons culture committee hearing on Tuesday. “Mr Murdoch, do you accept that you are ultimately responsible for this entire fiasco?” Rupert Murdoch’s answer? “No.” Simple as that. The answer of one of the most powerful leaders in the media business. Last week […]
Putting some balance back into the market
Lou CooperNew research suggests a permanent shift in shopping habits that is creating a market which leans either to low-cost or premium brands. The mid-market must act fast to present their own value positioning.
How Gala Coral took the gamble out of CRM
Steve HemsleyGala Coral’s customer relationship team has devised Six Step, a programme to ensure that not just senior managers, but frontline staff know what to do when customers’ engagement wanes. By Steve Hemsley
MasterCard to sponsor The Open Championship
Russell ParsonsMasterCard has expanded its golf sponsorship portfolio by signing a deal to become the first official payment card of The Open Championship.
Q&A with Mars Bitesize marketing director Alex Brittain
Rosie BakerFollowing the opening of the M&M’s destination store in London’s Leicester Square, , marketing director for all of Mars Bitesize brands, talks about the brand’s plans to emulate its US strategy with a character-based push in the UK. Marketing Week (MW) What role does the M&M’s London store play in the brand’s UK strategy? Alex […]