Interactive TV brands need to turn up volume
Lucy HandleyMany people don’t know what smart TVs can do for them, according to research seen by Marketing Week. Marketers must explain the benefits of interactive sets to improve take-up.
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Customer journey starts in the great outdoors
David BurrowsMarketers need to reassess their view of the customer journey, according to new research by the Outdoor Media Centre (OMC) that appears to indicate the traditional path to purchase has become more circuitous because of social media and the internet. The study, seen exclusively by Marketing Week, concludes that the customer journey is no longer […]
Mars launches first TV ad for Euro 2012 campaign
Seb JosephMars has launched a television campaign starring footballers Theo Walcott, Glen Johnson, Scott Parker and Robin Van Persie as part of a £4.5m marketing push to mark this summer’s European Championships.
Travel guru explores new routes
MaryLou CostaThe travel guide business is looking to the future by repackaging its content in digital form to reach a new generation of adventure seekers while remaining true to its 39-year-old brand identity.
Tablets are at cutting edge of multitasking
Lucy HandleyNew research shows that tablet computer owners buy and use more functional apps to help them with business and finance than they do gaming and social apps. They are also likely to use their devices at the same time as they watch TV.
Why global brands must be part of local cultures
Michael BarnettDoughnuts don’t appeal to British consumers for breakfast, while Kenyans need to be convinced that cereal is a good option. How companies entering new markets can educate local consumers about the benefits of their products.
Windows of opportunity open among sales rails
Rosie BakerAs the in-store environment becomes increasingly multichannel, retail brands are using the latest interactive technology to reduce the risk of opening new shops.
Spare cash is feathering empty nests
Morag Cuddeford-JonesParents whose children have left home are using their higher levels of disposable income to enjoy new-found independence, according to research seen by Marketing Week.
Coutts: dropping the RBS branding
Josie AllchinDebranding: Why the world’s biggest companies are removing their brand names from their products, read the cover feature here Brand development director at Tesco, Sidonie Kingsmill, on the decision to include the Tesco branding on products or not Tony Cortizas, vice-president of marketing, premium portfolio and the Americas Meliá Hotels International, on the branding and […]
Brands must get set for the swift response
Lucy HandleyPeople expect a brand to respond to both complaints and positive feedback posted online, and it is Facebook rather than Twitter where they prefer the line of communication to be, says exclusive research.
Start realising your career goals right here
Ruth Mortimer“The role of the chief marketing officer is to look forward,” claimed Unilever’s own CMO Keith Weed when I caught up with him last week. Weed’s point is that many executives at the top of organisations are busy looking backwards – comparing the last quarter’s results with the year before.
Profile: AB InBev CMO Chris Burggraeve
Michael BarnettChris Burggraeve, chief marketing officer of AB InBev, reveals how the Stella Artois and Budweiser owner is harnessing the power of social media to engage with drinkers and keep its global brands on rude health.
Use communications to shape brand strategy
Ruth MortimerThe UK is a “go-to” nation for best practice in marketing, according to a World Federation of Advertisers poll of senior marketers from global brands last week. While many of the planet’s largest companies are based in the US, brands are increasingly looking to smaller markets such as Britain for marketing inspiration. This view comes […]
Tablets taking online activity to higher level
Michael BarnettAs well as spending more money online, owners of Apple iPads and similar devices are also more likely to use them for most types of media consumption, according to research seen exclusively by Marketing Week.
Scotland gets taste for fresh fruit and veg
Lucy HandleyScotland has a poor reputation for diet, but research seen by Marketing Week reveals that consumers north of the border are putting a higher percentage of healthy produce in their shopping baskets than the rest of Britain.