Volkswagen Polo unveils ‘Last Tango’ ad
Matthew ChapmanWatch the latest Volkswagen campaign.
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The secret to a good customer relationship…
Lou CooperAbove all else, customers want brands to listen and respond to them, according to new research. Brands that engage customers in mutually beneficial relationships stand to gain most, says Lou Cooper
Only here to put cheer back into beer market
Lucy HandleyThe chief executive and marketing director of Molson Coors talk to Lucy Handley about getting more people into beer, going global and keeping Carling at number one in the sales charts
Watch and learn as the COI goes advertising cold turkey
What happens to a campaign when funding is permanently cut? The Government’s COI ad freeze will reveal all. About the same time as this edition of Marketing Week lands on your desk, the Chancellor will set out the Government’s four-year public spending plans in the comprehensive spending review (CSR). The CSR’s usual Treasury-led process to […]
Mars restructures chocolate business to boost UK
Rosie BakerMars’ UK confectionery business is to become independent from its European business in a bid to boost its performance against rivals in the UK.
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.
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.