Meerkats not the only source of intelligence


Research seen exclusively by Marketing Week reveals that consumers looking for information about their household expenditure prefer websites like Compare the Market over brands’ own sites. But above-the-line campaigns run by financial services brands still make a significant impact. By Michael Barnett.

Too posh to push direct?


Luxury brands have traditionally steered clear of direct marketing in a belief that it is for the mainstream only. Butsome are giving it a try – to splendid results. Premium and luxury brands are often accused of keeping consumers at arm’s length, with marketing focused on glossy print ads in high-end magazines promoting a glamorous […]

Why websites generate much more than sales


Brands achieve a far higher ROI if they treat their retail website and mobile app as an integral part of a customer’s journey, Michael Barnett heard at the Marketing Week 1-2-1 ecommerce summit. Retailers’ websites are for more than just transactions. They are the starting point for a customer’s journey through the buying process, whether […]

Don’t fall for the myth of repositioning


Last week the media was abuzz with a series of leaked Labour documents that revealed a rare glimpse into the top level strategic thinking that was going on behind the doors of Number 10 during the transition of power from Blair to Brown and the run-up to what was expected to be the 2009 election. […]

The height of fashion


Fashion leader maps out an international future: Online fashion retailer Asos racks up profits of more than £28m and is aiming for a £1bn turnover by 2015. MaryLou Costa talks to chief executive and founder Nick Robertson about his plans for global expansion.

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