Red bull spreads its wings

It achieved market dominance with a single product, but now Red Bull is widening its focus with the UK launch of Sabai, a Thai wine spritzer

The content drift of mobile

Mobile operators are looking to convergence – either by extending the capability of handsets or service ‘bundling’ – to keep profits on the rise and stay ahead of the competition. But content is what the most forward-thinking operators are exploring. Dominic Dudley and Robert Lester report People who want a mobile phone have surely got […]

The case for the defence

Tesco and McDonald’s have soaked up increasingly stinging attacks from anti-corporate campaigners over the years. But last week, both launched surprise counter-offensives to strike back at their critics.

If you liked that, you’ll like this

Affiliate marketing can be a cost-effective way for marketers to drive traffic to their websites – but any affiliate programme must be well-managed if it is to deliver results. And marketers must also be aware that poorly managed programmes ca

Down to the right connections

Marketing is all about communication. The profession’s soft skills are acquired mainly by doing the job and working with other people, so careful thought needs to go into developing initiatives that facilitate ongoing, collective change – pers

Resisting the rise of the pvr

Online DVD rental company LoveFilm is on the hunt for agencies to handle its first television ad campaign (MW last week). It is perhaps a little ironic that a company whose very business might be perceived to be a threat to TV advertising – as

McDonald’s, Tesco and the limits of CSR

The sentencing of Kenneth Lay and Jeffrey Skilling – almost certainly to life imprisonment – is an awful reminder of what can happen when corporate social responsibility (CSR) is abused. Enron, famous for its high-profile CSR stance during the

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