Scope has appointed a new permanent marketing boss with a brief to develop campaigns that build on the success last year’s Paralympics had in changing attitudes towards disabled people.
Procter & Gamble’s recently returned CEO AG Lafley has vowed to improve the company’s marketing ROI by choosing a more “optimised” mix of media as part of the “value creation” strategy designed to turnaround its recent lacklustre sales performance.
The launch of BT Sport this evening (1 August) will be backed by major advertisers keen to tap into the consumer interest around how its content will match up to Sky Sports.
Europe’s competition chief has has warned Google it must improve its proposed concessions to how it displays its search and advertising results to address antitrust concerns if it is to escape formal censure.
Instagram, Vine and Snapchat, with their growing popularity, are enabling brands to use short-form video to engage consumers, but there are pitfalls to be wary of in the trend for instant marketing.
A successful summer of sport so far has been a boon for this year’s corporate hospitality fixtures, but cultural events are also upping their game to offer ‘money can’t buy’ experiences.
The Amira Foods chief plans to transform the commodity-led rice market by introducing attributes such as taste, quality and sustainability.
MTV UK’s vice-president of marketing, creative and publicity Jo Bacon explains how thee brand is using instant marketing techniques on apps like Vine and Snapchat.
In what is traditionally a time for chocolate brands to spend money on marketing, Doritos ran a Vine campaign at Easter with a competition using the hashtag ‘name that tune’. It saw the Marketing Week Engage Award-winning Mariachi Doritos, the brand’s band that launched in the UK in summer 2012, perform clips for fans to guess in return for prizes.
I mentioned the other week that my company is looking to globalise, which means our dozen regional entities are working towards operating as one global organisation, despite only having a brand logo in common. We even sell different products and services in different countries.
There are always new kids on the social media block and right now the latest gang in town are the image-led platforms that reach audiences via apps and include Snapchat, Twitter’s Vine and Facebook’s Instagram. What they have in common is that they offer the ability to easily share very short clips of video content or still images – and in Snapchat’s case imagery that only exists for a few seconds before self-deleting. Welcome to the world of instant or short-burst marketing.
Marketers want a positive, do-good brand purpose but if they do harm before doing good, all integrity will be lost and brand purpose will go straight out the window.
Award-winning columnist Edwards will be writing a monthly column for Marketing Week, as well as speaking at the Festival of Marketing in October.
BT and EE are scraping separate marketing chief roles in favour of one position that will report into BT Consumer CEO Marc Allera as they look to “make the most of both the brands”.
We arm you with all the numbers you need for the coming week including how much money brands are wasting on influencer marketing campaigns and how number of older people who are shopping online.
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