Corporate brands: Parents take a tip from their product offspring
Jonathan BaconFMCG giants are winning over consumers by pushing their parent company to the fore and drawing on the power of their brands.
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Customer retention: Brave new world of consumer dynamics
Lucy HandleyCompanies are losing loyal customers at an alarming rate because of poor customer service and rewards, finds new research.
Red Bull and F1: Whizz kid builds up a track record
Lucy HandleyRed Bull’s ‘at full pelt’ marketing approach transfers well to the F1 track, where its Infiniti-sponsored team has notched up big wins.
Retail strategies for all platforms
Lucy HandleyFrom ecommerce and mcommerce to social media, companies are constantly reviewing their approach to selling in the digital landscape.
40-plus women: Putting age before reason
Lucy TesserasWomen over 40 are largely ignored by marketers. With research showing they control 80 per cent of the UK’s wealth, companies dismiss them at their peril.
Taking a chance to beat the downturn
Jonathan BaconDespite the doom and gloom of the economy, the latest data shows small businesses are still prepared to take marketing risks.
A reputation in tatters
Lucy HandleyThe horsemeat scandal, criticisms of fizzy drinks and a report slamming FMCG supply chains have rocked the food industry. Trust is at an all-time low, so how can the sector regain consumers’ favour?
No More Page 3 claims victory as Lego Sun deal ends
Rosie BakerNo More Page Three campaigners are claiming a victory over Rupert Murdoch’s Sun newspaper as Lego decides not to renew a two-year promotional deal.
Banks still failing to invest in public trust
Lucy HandleyThe latest fast.MAP research shows that marketers in the finance industry have got their work cut out in regaining the sector’s reputation.
E-cigarettes: Will tighter ad rules send sector up in smoke?
Lucy TesserasE-cigarettes may be growing in popularity, but if new regulation is passed, further development in marketing the category could be stalled.
The celebrity CMO
Mindi ChahalCelebrities are being given in-house branding roles but can they add more than just drawing a business into the spotlight and could they ever replace skilled marketers?
Q&A: AB InBev’s Paul Chibe on Justin Timberlake tie-up
Josie AllchinAB InBev’s Vice-president of US Marketing Paul Chilbe explains why they appointed a celebrity creative director for their Bud Light Platinum brand.
Data key to Groupon turnaround
Russell ParsonsFor all the painfully honest deconstruction of his own performance contained in Andrew Mason’s resignation as CEO of Groupon last week, it was his candid admission that his intuition was often sidelined in favour of data that resonated the most.
Gary Lineker teams up with his dad for Walkers ad
Seb JosephWalkers is looking to emphasise the “British home grown” nature of its latest crisp range by teaming brand ambassador Gary Lineker with his father Barry to front the launch campaign.
Pernod Ricard’s Martin Riley named WFA president
Russell ParsonsPernod Ricard’s chief marketing officer Martin Riley has been unveiled as the president of the World Federation of Advertisers (WFA).