NUS helps web portal reach student audience
GTI, the music and brand agency, has teamed up with the National Union of Students (NUS) to launch a free access, online music and lifestyle portal aimed at students.
Deliver results from letterbox to inbox
Direct mail is associated mainly with letterboxes, but the latest incarnation of the discipline sees brands driving consumers straight from the doormat to the computer keyboard. By Jo Roberts
Risk taker responsible for reshaping the COI
Mark Lund, chief executive of the COI, might only have been in his role for just over three months, but he is already planning a three-step programme to change how the governmental department in charge of communications operates.
Government puts youth messages to rap music
An urban rap artist better known on the streets of east London than the corridors of power in Whitehall is helping the Government get its message across to young people from ethnic minorities.
Advertising on bills makes a statement
While paper bank statements and utility bills remain in vogue, new research demonstrates that marketers should seek to use such financial documents as vehicles for promotional activity.
Shifting sands leaves a gulf at the Guardian
“If you project for five years or a decade ahead, the notion of the printed newspaper or digital is not a discussion. The discussion is the practicalities of getting from A to B as fast as you can while taking the right people with you.” This was Marc Sands, now the former marketing director of The Guardian, speaking to Marketing Week four weeks ago about the future of newspapers as they continue to evolve to new platforms.
Brand managers need to shape up
Our ‘man on the inside’ provides a view from the top of the marketing tree
Special offer tarts must be part of a planning process
The Secret Marketer’s column on pricing (MW last week) prompted a flurry of responses when postedonline. See the column at www.marketingweek.co.uk/ pricing-puts-me-in-a-perfect-storm/3005497.article and make sure you read the Secret Marketer’s latest contribution.
The mobile mission
However, in focusing on the need to come up with the next iPhone killer app or technological breakthrough, the article missed a key point. In the race to retain customers and drive higher average revenues, the real issue lies with the ability to offer a superior service. It is this that makes the real difference in terms of creating a truly relevant, differentiated and profitable positioning.
Paradox of virtual promises delivered in the real world
Brand owners are being wowed by assurances of big audiences and measurable ROI from digital media that do not match up to reality
Pepsi shows how brand ‘advocates’ lack sparkle
One danger of marketing in the digital age is that the tail of the brand will end up wagging the dog – as Pepsi discovered to its cost
Iron fist-style safeguards in velvet gloves
Covering your transactional website in the cyberspace equivalent of barbed wire may help prevent fraud, but Steve Hemsley looks at how marketers strike a balance between stimulating legitimate sales and online security
Why direct-to-consumer beauty brand Glossier is ripping up the marketing playbook
Since launching online in 2014, Glossier has attracted a legion of hardcore fans with its straight-talking approach to beauty that shuns “stale retail” in favour of complete customer centricity.
Uber, WPP, Morrisons: Everything that matters this morning
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today for the week.
Helen Tupper: How to navigate the four phases of your job life cycle
Being aware of which stage or your career you’re in will help you take control and maximise effectiveness, leading to a happier you.
Diesel CMO: Marketers are at risk of being driven by data
Cannes Lions 2018: Data can help drive the creative process but many in marketing are overestimating its contribution, according to Diesel’s chief marketing officer Dario Gargiulo.
