Law firm Freshfields’ first chief marketing and business development officer Libby Chambers talks about what the Freshfields brand stands for, its digital marketing strategy and what being an Olympic sponsor did for the brand.
A marketer amongst lawyers: Freshfields Chief marketing and business development officer Libby Chambers answers questions as part of her profile with Marketing Week.
The first official legal services provider at an Olympic Games, Freshfields Bruckhaus Deringer – known in its branding simply as ‘Freshfields’ – probably won’t be the most recalled sponsor at London 2012, but the event has had an impressive effect on its brand awareness within the legal industry.
Top brands are piggybacking on the brand equity of other companies to overshadow competitors or gain an advantage in the marketplace. But be warned, these campaigns can be very successful or backfire miserably.
The inaugural Youth 100 list has found that students have quite mainstream tastes, preferring Innocent smoothies to Pot Noodles and are focused on value for money.
Setting up marquees at air shows and hosting launch parties for games and cookery competitions are some of the tactics companies are using to get out and meet their target audiences of young people and their parents
The kidswear market is booming and specialist retailers are setting up premium online offerings to rival Tesco and Asda.
Retailers are giving manufacturer brands a run for their money with wider ranges of own-label products but research shows that consumers’ buying decisions are rarely guided by price alone.
The last 100 yards of my walk to the office is along a busy retail thoroughfare. Today, as usual, I walked past the local Tesco and Boots and, as usual, their lorries were outside replenishing their stock, and the traffic warden was putting a ticket on each windscreen.
I had not long been in the office last Monday when my phone rang. It was someone from our PR agency who had taken a call from a national newspaper enquiring about a potential story they had come across. I spoke with my chief executive, hastily arranged a conference call with our legal director, and we agreed that the best course of action was one of “no comment”. While the story made a number of incorrect conclusions, we knew that any attempt to deny it would only prolong the public debate, and our best approach was to dismiss it.
The white goods sector is attempting to sex itself up. Jo Roberts looks at the marketing tactics being used to make fridge freezers and washing machines desirable purchases
While many marketers believe that consumers are more than happy to receive direct marketing via texts and social media, they are out of touch with reality, according to research seen exclusively by Marketing Week.
Cancer Research UK has launched the first ad using its new branding, which personifies cancer in the hope of highlighting that people need not be afraid of the disease.
Megan Fox follows in the footsteps of Kiefer Sutherland to front the latest ad as part of Acer’s brand campaign.
Students make me think of Pot Noodles, cheap booze and Hollyoaks, but as the Beans Group’s inaugural list of the top 100 student brands proves, mainstream household names have taken over.