1 December 2011

The Secret Marketer: will marketing survive the economic climate?

I attended an industry networking dinner this week hosted by a leading headhunting firm, which had gathered together an eclectic group of clients, movers and shakers for an intimate think-tank discussion and dinner. The debate was governed by the Chatham House Rule, which forbids me from sharing the detail via this column. But what exactly […]

Social-media inept?

Another week, another column by Mark Ritson on his rather one-sided opinions on the failings of social media (MW 24 November). What Mark and the TNS study fail to address is the type of messages that many brands put across on social media platforms. What will fail are those campaigns that don’t adopt the ’social’ […]

Helping the young enriches our industry


As a director with responsibility for HR at a marketing services agency, it’s fantastic news that the industry is striving to reduce unemployment through boosting opportunities for this younger age group (MW 24 November). Now is a vital time to invest in the future of our young people, who otherwise risk being forgotten. The marketing […]

Marketing holding greater sway needs culture change

We were delighted to see Sir Martin Sorrell highlighting the growing influence of marketers in companies in the years ahead (MWlinks.co.uk/SorrellPower). Marketers are uniquely positioned to help their businesses rise to the challenge of the tough economic climate but need the capabilities to do this and engage other functions in a more customer-focused agenda. While […]

Drive belief in, not buy-in

Being able to bridge the public service gap is great news for brands (MW 24 November), adding a potential new string to their bow. But it is how they communicate this to consumers that will be the true test for brand marketing. Today’s brands struggle to compete with rivals based on product or service alone, […]

Internal comms that engage

When it comes to internal communications (’The vital connection between staff and the bottom line’, MW 10 November), social media and the intranet need to be balanced alongside other communication channels. In the same way, it is important to look at the balance of control. As Aviva’s Christy Stewart-Smith says, an internal communications strategy needs […]

The Olympic rings hide a multitude of sins


Dow Chemical, a long time global supporter of the Olympic movement, is funding a £7m fabric wrap to encircle the London Olympic Stadium. The size of the deal and the prominence it will provide Dow throughout the Games has angered India, where the company is still widely vilified for its link to the Bhopal disaster […]

The brands cashing in at home


Consumers are looking for ways to maintain their habits for good food, socialising and entertainment on smaller budgets, creating a market for premium at-home products and services. MaryLou Costa looks at the innovative ways companies, big and small, are getting on the trend.

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