Mobile giant set to explore database possibilities
Joanne OattsEverything Everywhere says it could cross-promote Orange and T-Mobile products to the company’s newly combined 27 million customer base – one of the largest in the UK.
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Search for the best
Marketing WeekIn his column “What is the top brand? Let me Google it” (MW 16 September), Mark Ritson pointed out the high brand value placed on Google in Millward Brown’s BrandZ Top 100 ranking (April 2010).
Bright ideas on final steps of purchase path
Lou CooperAs marketing techniques employed at the point of sale become more sophisticated, seven retail experts answer questions posed by Marketing Week.
Nationwide cuts sponsorship team after review
Russell ParsonsNationwide is cutting its sponsorship division following the end of its 11-year partnership with the England football team in July this year.
RBS looks to boost search and social presence
Charlottle McElenyRBS Insurance has appointed Guava to manage search, social media and mobile activity across its portfolio of brands.
Getting influencers on side is key to modern marketing
Marketing WeekI don’t think anyone would argue with the power of “word of mouth” (“Conversations on brands are vital”, MW last week), although this research is further ammunition against those that would doubt it. Personal endorsement is the best form of marketing you can get. On top of this, the arrival of social media has made it an even more important area for marketers to understand and harness.
Crunch time for business sponsorship of the arts
Stuart SmithCuts to funding of the arts threaten to sweep away corporate support in its wake and throw the baby out with the bathwater. Sitting on the desk of culture secretary Jeremy Hunt is a document detailing the draconian budget cuts that the Arts Council England (ACE) will have to make in the wake of […]
Why the pen should still be mightier than the edit suite
As the consumer is fed more and more visual trickery, we must not forget the selling power of the written word
True measure of performance is bottom line
Michael BarnettMarketers may understand the importance of measuring the impact of their activities, but research seen exclusively by Marketing Week reveals few use metrics that are aligned to their brand’s business strategy.
Lego bricks can’t be trademarked, court rules
Mary-Louise ClewsDanish toy brand Lego has lost its 11-year legal battle to have its famous plastic bricks registered as an exclusive trademark in the European Union.
Brand director of Everything Everywhere explains which brands impress him
Marketing WeekOn September 29, 2010, The Annual from Marketing Week will lay out smart thinking, smart working and smart engagement strategies for businesses. Spencer McHugh, brand director of Everything Everywhere, explains which brands impress him:
Online brands get measure of digital natives
Lucy HandleyBrands wishing to take their social media strategies a stage further must tailor their approach towards hardcore advocates – and make transactional websites easier to reach – according to research seen exclusively by Marketing Week.
Consumers look for design on their path to purchase
Maeve HoseaA design that stands out on crowded shelves is essential if product packaging is to deliver all aspects of the brand promise in an emotional and compelling way.
Brands are the vital ingredient of health drive
Lucy HandleyNew research suggests brands need to take the lead in a healthy food drive, as health minister Andrew Lansley announces plans to reduce public spending on the Change4Life campaign.
Why winning at Cannes means so much to WPP
Stuart SmithIf a Cannes award is the best measure of an agency’s creative prowess, then success next year is the only option open to WPP. As journalists well know, the most interesting nuggets of information are often to be found at the bottom of a press release. And WPP Group’s latest fact-packed compendium – out […]