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 […]
Brands that show family values make stronger connections with consumers, a survey exclusive to Marketing Week reveals.
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 […]
ITV has signed its first product placement deal for a peak-time show with an agreement between Coronation Street and Nationwide Building Society.
French Connection’s director of marketing and PR Will Woodhams explains how market research is helping the brand get to know its core customers.
As more brands incorporate social media into their experiential campaigns, a study seen by Marketing Week reveals the free sample is still highly valued.
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.
What links MasterCard, Nike and Sony? Research commissioned by Marketing Week reveals that the British public wrongly believes all three brands are official Olympics sponsors.
Retail brands are making best use of technology to achieve high open and response rates for email campaigns, according to new research.
Let’s say you are going to sell your house. You bring in two different real estate agents to value your property. The first agent comes in and inspects your house thoroughly and tells you that based on his expert opinion it is worth £430,000. The next day the second agent calls, she has reviewed the […]
New research into web traffic shows marketers split over whether to send consumers to the brand website or Facebook page. Michael Barnett looks at which channel gets the best results and how f-commerce could force a change of direction.
Mars, which owns the Galaxy, Maltesers and M&Ms’ brands, has published its marketing code for the first time in an effort to raise awareness of its “principle-based” business to a broader audience.
MasterCard has evolved its famous “Priceless” marketing campaign to focus around exclusive localised experiences and deals for its customers.
Maltesers is to become Mars’ first Fairtrade brand, as part of the confectionery company’s long-term commitment to support the sustainable production of cocoa.
Having less spare cash is prompting today’s parents to rethink the toys they buy for their children, with trusted brands that offer longevity and encourage imaginative play topping their list. While the economy may have slumped, the UK toy industry is as lively as ever. But with less money to spend, parents are gravitating towards […]