I recently likened the behaviour of UK grocery multiples to that of rogue traders. I apologise for any offence caused. As with all trades, I suspect there are many good operators and it is a small minority who sometimes give the rest a bad name. The problem is that the UK grocery trade is indeed […]
Stella Artois is about to launch a cider. Last week the brand’s senior management team announced that British drinkers would get their first look at Stella Cidre in April. File it next to Levi’s suits, Pond’s toothpaste, Harley-Davidson cake decorations and Aston Martin’s economy car. It’s going to be a clunker.
The new trend in choose-your-own-adventure marketing is allowing brands to make consumers feel more empowered. One of the most popular cultural phenomena of the Eighties is making a comeback and inspiring a whole new generation of brands, from pop bands to car companies. Choose-your-own-adventure kids’ storybooks are back, but this time the multiple-choice storytelling technique […]
When Honda launched the UK’s first TV ad that links to an iPhone app, the car maker sent a clear signal that the focus of its marketing strategy has moved from driving sales to increasing engagement.
Social media sites may offer serious reach but research shows that ads on these sites are being largely ignored. Choosing sites with content relevant to your product is the best way to get clickthrough. It seems that marketers can’t get enough of social media. Brands have been falling over each other to set up a […]
Your Leader on the need for government to communicate with its public will get the industry nowhere (MW 3 February). It’s time for some honest debate. The last government ran out of ideas, talent and money, but tried to hoodwink the public into thinking that promoting a policy in the media was the same as […]
Steven Round from Robert Dyas compares UK and European retailers’ use of price promotions in your Cover Story on pricing (MW 3 February, saying: “Retailers use promotional mechanics more aggressively in the UK than they do on the Continent.” Indeed they do: but it’s not the UK retailers who, by and large, are funding these […]
Reading the innovation update on online targeting (Digital Strategy, 20 January), it’s clear that evolving technologies are bringing a new era of targeting. But while the feature touched on the developments of traditional behavioural targeting and retargeting, it failed to fully communicate the whole picture. For instance, behavioural advertising is today able to offer much […]
Being bold, innovative and confident in your marketing takes a strong nerve at the best of times. It’s particularly daunting when your sector is struggling to shake off the effects of the economic downturn and is facing a tough prognosis on any return to 2007 levels of sales. Latest figures from the Society of Motor […]
Live events are arguably the ultimate brand experience. Indoor shows lend themselves to television or magazine extensions, allowing viewers to immerse themselves in their favourite media brands, while trade shows are expert in getting deals done between visitors and those selling their wares. But as the recession has affected industries that indoor events promote, so […]
Click here to see marketers questions to BBC Worldwide global head of marketing Helen Kellie Click here for a Q&A BBC Worldwide is on a roll. This year will see it chase serious growth in international markets as it embarks on a dual mission of doubling its presence in the US and making two-thirds of […]