Heineken eyes ‘Apple of beer brands’ status


Heineken is reaching out to independent designers to develop marketing initiatives for its global Open Your World marketing strategy in a bid to become the “Apple of beer brands” and set itself apart rivals focussed on sport and music sponsorship.

Here comes the summer festival plan


Six senior marketers give advice on how to make the most of this summer’s bumper crop of festivals. David Burrows finds out about the best field marketing and festival activation.

Direct mail still works for third sector

The Fundraising Standards Board’s claim that complaints about charity email campaigns rose 282% last year (MWlinks.co.uk/ EmailFundraising) ties in with a report from across the Atlantic, published recently by Dunham and Company, which highlights that people who make donations via charity websites are three times more likely to have come via direct mail (17%) rather […]

Promotion not over until winner has enjoyed prize

Travel promotions remain popular with consumers as many continue to feel the pinch and are having to save hard to be able to afford the annual holiday. Brands can tap into this by running promotions that capture the consumer’s imagination, create awareness, reinforce brand values and provide an important opportunity to collect accurate data. However, […]

Latest from Marketing Week