06 August 2009

Beyond the screen

Promoting a mobile phone to a teenage audience requires a brand to build a certain amount of street cred. When Samsung wanted to promote its music handset portfolio, The Beat Edition, it launched a video-based music show on Bebo. The branded content produced by Endemol for the electronics brand provides Bebo users with music news, […]

Bank brands hold firm as rivals enter market

The banking sector has been having an annus horribilis. The industry, once the crowning glory of the British business world, is being attacked not only by a critical Chancellor but also by brands such as Tesco and more recently O2, which are setting their own sights on a piece of the financial action. Yet research […]

In search of the X factor

More recently the technique of public engagement has been skilfully exploited by foods-to-household-goods-and-toiletries manufacturer Unilever. We saw a simple example of the genre in action at the beginning of the decade, when the then Birds Eye Wall’s subsidiary launched a campaign to find the “face” of Magnum ice cream. There was no X Factor template […]

Stalwart bank brands play the loyalty card

A month ago I changed my bank. I’m already fighting with the new people in charge of my money over £70 worth of what I consider to be unwarranted charges. Our cover story this week suggests that by bothering to change my bank at all, I am in a minority.

Total rehires Euro RSCG to refocus retail offer

Total: Retail account worth £2m

Total, the oil and gas company, is refocusing its retail marketing strategy in a bid to drive footfall to its forecourts in an increasingly competitive market. The company has reappointed Euro RSCG KLP to drive retail-facing marketing activity for Total’s various brands, including its petrol brand Excellium, carwash service and in-store cafe Bonjour. The appointment […]

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