12 August 2010

Chanel’s luxury dream is turning to dust

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The world of luxury branding is one of great paradox. It is a place where tradition and creativity collide. Where ancient founders and youthful models meet and make magic together. Where impoverished artisans rise to become emperors of incredible fortunes. For marketers, the world of luxury holds a special place because it represents the origin […]

Big Society

What exactly does David Cameron’s vision of the Big Society amount to? The cynical, but evidence-based, conclusion is: spontaneous acts of unrewarded generosity by almost every segment of society except the state itself. This is a tactic that comes with its perils. According to Alan Bell, chairman of Bell Design & Communications: “There needs to […]

On the supreme power of the retailer

I have worked in FMCG for a long time and rarely has life been so tough as a brand owner. The increasing concentration of retailer power has long been a factor. Add to this the ever more sophisticated retailer private label offerings, the toughest economic climate we have seen in recent times, the relentless culture […]

Supermarkets shift mobile perceptions

With reference to your article “Are mobile phones the next battlefield for retailers?” (MarketingWeek.co.uk 28 July), from our experience at Tesco, one major point of difference between traditional supermarket goods and mobiles is that the product lifecycle moves very quickly and the mobile world can confuse customers. That’s why we have specially trained staff, often […]

Running is not just for London

In response to Mark Williams’ letter (MW last week), this initiative is not “purely targeted at Londoners”, it’s a national campaign for which City AM worked closely with OMD to fulfil the London element. Mark’s concerns would have been alleviated if he’d looked at the www.garmin4milechallenge.co.uk website, which clearly shows this is a national proposition. […]

Sponsorship flexes muscle

With reference to the Brand Finance list of the top 50 most valuable British brands (MW 29 July), all but one of the top 20 have current or recent sponsorship activity and over two-thirds of the top 50 have sponsorship within their portfolio. Of the bottom five, none have current integrated sponsorship platforms of note […]

Agencies need data

Data: Heart of effective planning

Your Agency 3.0 feature (MW last week), highlights some important issues in the changing agency model, such as result-based payment, the role of planners and creative output. However, with technology constantly evolving, consumers expect a brand’s social engagement to be ubiquitous. Therefore, what the industry really needs are agencies that can interpret data intelligently to […]

Join the marketing plan for marketers

There’s a campaign being built here at Marketing Week. And it involves you. Last week I wrote an extended website version of this column on the subject of leadership in marketing, when I spoke about our joint responsibility to make ourselves and our function as valuable to our businesses as we can. More than 3,000 […]

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Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]