No less than three agency partners advised me of changes to their account teams this week. Only time will tell if their ever-changing teams will finally bed down and settle for long enough to conceive, create and indeed analyse the results of a particular campaign before shooting off to their next assignment. We are often […]
There were two ways that the oppressive regime of Muammar Gaddafi could have ended. In one scenario, he would be toppled by an uprising of his own people and forced to scuttle off into the night through his secret labyrinth of tunnels to an uncertain and unlikely future. In another, he would change his reputation […]
New research suggests that ’likes’ and clicking links online are not enough to ensure long-term sales. Brands need to get people typing comments and more involved with content if they are to turn them into customers. The consumers who most actively use branded social media content are the ones most likely to maintain a relationship […]
Lego is rolling out an ad campaign across the Cartoon Network as part of the launch of its first-ever Heroes Factory brand.
Viewers may be replacing traditional TV channels and DVDs with on-demand content, but research seen exclusively by Marketing Week reveals the tipping point will not come until marketers pitch digital viewing as a value-for-money experience. While downloading films and TV shows is something done by more than half the UK population, research exclusive to Marketing […]
Britain has been under attack in recent days as a politically motivated over-reaction has swept the country. No, I am not talking about the riots that broke out in London, Birmingham and Manchester. I am referring to the journalists and assortment of branding ’experts’ who subsequently attempted to explain the rioting with quack science and […]
Funding cuts in the arts and entertainment sectors have made the public more accepting of brand involvement, but the role consumers require of them is so much more than as bankrollers. Brands need to become the new patrons of music, entertainment and culture, according to new research shown exclusively to Marketing Week. With government budgets […]
Royal 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.
With 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.
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 […]
Molson 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 […]
Brands 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 […]
The 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 […]
To 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 […]
Last 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” […]