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Q&A: Lego

Laura Snoad

David Buxbaum, Lego UK’s senior director of marketing, talks to Laura Snoad about how the iconic toy brand is using nostalgia, popular culture and digital innovation to build appeal among the young and old.

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Authenticity adds weight to health claims

Lucy Handley

Research seen by Marketing Week reveals official recognition of the health claims made by functional food brands offers marketers a real opportunity to grow a category dogged by consumer cynicism. Functional foods – products with ingredients added for extra health benefits – are predicted to be worth £1.07bn annually in the UK by 2016, according […]

Mark Ritson: BP escapes impact on brand reputation

Mark Ritson

  Just over a year ago I wrote a column that predicted the imminent demise of the BP brand. I pointed out that when a brand is positioned around associations like ’green’ and ’integrity’ and then commits the worst oil spill in modern times as a result of negligence and systemic mismanagement, the game is […]

ANDREW

Government’s media policies are as jumbled as its coalition ranks

It’s not just national media that is having a raw deal from the government, local TV, radio and press are at dire risk from its policies. These are tough times for the coalition government. The eurozone crisis is threatening any faint hope of a financial recovery in 2012, while backbench rebellions over our place in […]

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Making DM relevant

Lucy Handley

Do you want to know an open secret? Marketers who prefer an all-singing, all-dancing creative would do better to focus on making DM relevant to their target audience, according to an annual study seen by Marketing Week.