When looking to forge profitable celebrity partnerships brands cannot rely on instinct alone. Analysing data to discover which stars offer the most social currency is the latest way to decide on a perfect match.
Christmas may be more than three months away, but brands are already coming up with cost-effective strategies to reward their staff over the festive season.
Consumers will return to the high street if retail brands make shopping an opportunity to dream and explore, rather than a domestic chore, according to research seen by Marketing Week.
Innovative brands are taking advantage of advances in technology to make their mark at trade shows by turning their stands into interactive spaces that create high levels of engagement.
Free Wi-Fi in-store allowing consumers to check rival prices while looking at physical products is not without its risks. However, it allows stores to drive sales by collecting data and sending targeted messages to customers.
MasterCard has developed a platform for online retailers that offers consumers the chance to donate to the World Food Programme (WFP) directly at check-out as part of a wide-rangingpartnership with the anti-hunger charity.
Takeaway delivery site Just Eat is overhauling its global positioning with a campaign that aims to take on the “po-faced” foodie scene by encouraging people to order takeaways.
With m-commerce tipped to finally come of age in the run up to Christmas, smart retailers need a smartphone and tablet presence. Mindi Chahal explores the mobile options open to marketers.
Consumers are more likely to buy from brands that make purchasing their products simple, new research seen by Marketing Week reveals.
The relationship between client and agency can be long and fruitful, given the correct people and attitude. A panel of chief marketers talks to Maeve Hosea about getting it right.
This week I want to talk about the roles of agencies for many client brands. What is an agency? Some would call it a centre of specialism that clients do not have themselves, while others might term it an external impetus of new thinking. Or is simply it an extra pair of hands? For many of us (on both sides of the fence), it is all of these.
I went to see my doctor last week and he told me I had contracted a venereal disease. Somewhat taken aback, I visited a different doctor for a second opinion. He ran a series of tests and came back with mixed news. I was free from any sexually transmitted diseases but, unfortunately, his tests showed that I was in the late stages of dengue fever and had only six weeks to live. With my head in a spin I spoke to a good friend who is a GP. He ran me through a battery of tests and then pronounced me in amazing health for someone in their 40s, with absolutely nothing to worry about.
People who say they are price-conscious are, in fact, sticking to big-name brands and shunning discounts, according to new research seen by Marketing Week.
Ralph Straus, head of strategy and brand management at Fifa, tells Jonathan Bacon how the football body is leveraging its historical brand assets and breaking into new markets ahead of the 2014 World Cup.
An Absolut vodka campaign featuring cartoon characters created by Gorillaz co-founder Jamie Hewlett has avoided censure following a complaint by Alcohol Concern that it was designed to appeal to under-18s.