Raising the flag for diversity
Tanzeel AkhtarGay and lesbian people make up a valuable portion of the UK retail market, but new research shows that targeting them takes more than running generalised ads in the gay media.
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Nationwide warns on future of DM as costs rise
Russell ParsonsNationwide Building Society is ramping up efforts to move away from communicating with customers using mail over concerns that the cost of sending physical items is set to spiral.
Sharpened reflexes
Sean HargaveReal-time bidding lets companies target specific online audiences at certain times. Sean Hargrave discovers how it is letting brands reach exactly who they want with increasingly creative ads, while saving a lot of money
Telesales redefined
Ronan ShieldsMobile commerce has been seen by many as the next logical step in retail, but it is still in its infancy. Ronan Shields examines the options available to retail brands and the strategies being adopted by the sector’s forerunners
Brewing up new ideas to pull students back
Laura SnoadPrice, offers, marketing and the social experience can all play a part as pubs try to entice students back, but an emphasis on responsible drinking should also be included.
Sports sponsorship moves into the fast lane
Michael BarnettThe cash it generated from sport sponsorship will soon overtake ticket sales, however brands now need to form commercial relationships and strategic partnerships on the basis of shared objectives rather than awareness.
British Gas’ Vlemmiks joins RBS Insurance
Russell ParsonsRBS Insurance, owner of the Churchill and Direct Line brands, has appointed former British Gas commercial chief Rick Vlemmiks to the role of chief marketing officer.
Winning the battle for the big spenders
Michael BarnettNew research seen by Marketing Week shows that the top 20% of spenders on consumer products generate the majority of sales. Michael Barnett says that for a brand to succeed it must raise its stake in this lucrative group.
BA unveils its London Olympics TV campaign
Branwell JohnsonBritish Airways will use social media to debut its London 2012 Olympic advertising campaign, including Google+.
Cravendale’s Muppets TV ad
Rosie BakerKermit the Frog and Pepe the Prawn star in Cravendale’s latest TV ad as part of the milk brand’s partnership with the Disney-owned Muppets franchise.
Q&A: Anthony Thomson, chairman, Metro Bank
Branwell JohnsonMetro Bank chairman and founder Anthony Thomson shares his thoughts with Marketing Week on Virgin Money entering the sector, Metro Bank’s key marketing channel and the brands he admires. https://www.youtube.com/watch?v=0i-8xbq2rxk
Q&A with Everything Everywhere’s Spencer McHugh
Lara O'ReillyEverything Everywhere director of brand Spencer McHugh speaks to Marketing Week about the forthcoming campaigns for T-Mobile and Orange and the strategy to “clarify and sharpen” each brand’s positioning. Marketing Week (MW): How did you go about approaching the development of your two simultaneous brand campaigns? Spencer McHugh (SM): Since we did the joint venture […]
Everything Everywhere readies Orange and T-Mobile brand campaigns
Lara O'ReillyEverything Everywhere is readying two simultaneous Orange and T-Mobile campaigns as it looks to emphasise the key differences between its two brands.
Ryanair increases marketing spend and swings to profit
Russell ParsonsRyanair says higher prices helped offset falling passenger numbers and rising fuel charges in its last quarter, helping the low-cost carrier increase revenue and profit.
Q&A: Steve Wing, business director for mobile, The Guardian
Lara O'ReillyMarketing Week reporter Lara O’Reilly caught up with The Guardian’s business director for mobile, Steve Wing, at the Marketing Week 1-2-1 Digital Strategy Summit. As well as insight into the scale and operation of The Guardian’s mobile offering, he provides hints as to what the publisher is doing with mobile around the Olympics. https://www.youtube.com/watch?v=N8F4D4foyds