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.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Story of my CV: Former Paddy Power marketer Rory McEntee, who is now marketing director at ‘anti-gym’ brand Gymbox, is not afraid of taking risks, either in his ideas or his career choices.
ITV boss Carolyn McCall wants advertisers and viewers to see the UK’s largest commercial broadcaster in a new light – less cosy, more front foot, and ready to win those all-important ad dollars and eyeballs.
The retailer’s innovative campaign featuring 80 date-stamped ads helped boost brand perceptions, sales and awareness of its delivery services.
Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.
We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.
