Consumer brands are failing to benefit from the significant spending power of the over 50s market, which includes Madonna, because TV advertising is failing to connect with the sector. TV advertising is failing to make an impact with almost two-thirds of over 50s, according to data seen exclusively by Marketing Week, which reveals that 63% […]
“To catch a thief, it takes a thief” find out why from an ex-hacker, here Find out how brands should deal with online and social problems in our Q&A with Eric Roach chief executive at XYDO, here Discover the attributes of a customer-obsessed company, here “Consumers are much more likely to listen to a message […]
The role of the brand researcher is evolving into one that gathers data from diverse parts of the business and turns it into actionable insight to fulfil company objectives.
Online start-up numbers may be soaring at present, but 24,000 new businesses registered on eBay does not mean 24,000 new start-ups, at least in the classic internet start-up sense. How many of these so-called businesses are part-time jobs on the side rather than a new sales channel for already existing businesses? Furthermore, how many are […]
Mark Ritson makes some valid points about the illogical approach often taken by marketers and brands to align with every shiny object, summer blockbuster film or big ad spend that comes their way (MW last week). He also brings to light a larger issue the need for communicators and marketers to clearly articulate the direct […]
Is it just me who thinks that the latest batch of wannabes on The Apprentice is lousy? Despite the talent drain, I continue to enjoy my weekly dose of Lord Sugar. Last week the teams were tasked with creating a new biscuit and pitching to the major multiples. I must remember to take the TV […]
The Communications Act of 2015 is a chance for the UK to create a deregulatory ’big bang’ that will see its digital revolution flourish. Last week, as one chapter closed in newspapers and TV, a new chapter opened on a new Communications Act for the digital age. First, culture minister Jeremy Hunt ruled on News […]
Facebook needs to continue being useful. If it stops being useful, it will quickly shed users and, ahead of an expected stock market flotation, value. A small but significant percentage of people I speak to say they are sick of Facebook. Some friends have even removed their profiles from the social networking site while others […]
You don’t need me to tell you the story of Pret a Manger. Two young graduates, frustrated with the lunch options available to them in London, borrow £25,000 in 1986 to set up a café. It eventually thrives and gradually the Pret chain takes over London and then the rest of suburban Britain. The branding […]
Having read your report of the comments made by Kimberly Kaldec of Johnson & Johnson that there is “still work to do” when it comes to the amount of women in senior management roles (MarketingWeek.co.uk 21 June), I’m disappointed but not surprised that in 2011 we are still having the conversation about women in the […]
Coca-Cola, Kraft, Diageo and Yahoo! used the Cannes Lions festival last month to explain how getting to grips with plot and premise can build strong brands. MaryLou Costa asks senior marketers from those companies about their plans. Marketing Week (MW): At Cannes, Coca-Cola has been talking about marketing to US teenagers using a storytelling campaign […]
Having finally completed the transition from Thomson to TUI, the travel brand insists package holidays still have a strong future.
The digital giants have committed themselves to the IAB’s new ‘Gold Standard’ initiative, which looks to “raise the standards” and address ad fraud and brand safety in online advertising.
Twitter and Amazon’s broadcasts have failed to match TV’s enduring reach but digital viewing will inevitably grow, so are ad partnerships the answer or is that just another route in for digital’s Trojan horse?
Authentic leadership is a powerful idea. But if you believe authentic means ‘just being yourself’, you may end up in a mess.
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