Join the dots to see the full insight picture
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.
Tv spots paint false image of material girls
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% […]
Start-ups gain international recognition
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 […]
Marketers must articulate the value of partnerships
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 […]
The Apprentice takes the biscuit
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 […]
Regulators must reach for the sky…not tinker
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 become more useful
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 […]
Pret’s brand promise lost in translation
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 […]
A woman’s place…
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 […]
Telling stories central to brand strategy plot
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 […]
Your mission is to turn spies into special agents
“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 […]
‘Brands must do more on LGBT representation’ argues Pride as it launches first ever TV ads
Pride In London will team up with Channel 4 to launch the TV campaign as both look to mark the 50 years since Parliament first voted to start legalising homosexuality.
International round-up: Google’s potential fine, Alibaba partners with Publicis
Plus Fox follows YouTube with six-second ad format, Comcast brings blockchain technology to TV advertisers.
HP’s CMO: We must be business people first and marketers second
Antonio Lucio believes marketing must be about building the business, not just the brand, if it wants a seat at the top table.
Why Pinterest doesn’t want users to spend more time with the brand
Increasing dwell time is not the platform’s goal, according to president Tim Kendall, who instead wants to help people achieve their objective with the “least amount of friction”.
