23 February 2012

The Secret Marketer on poorly targeted emails

Secret Marketer

I’m sure the only thing that stops me finding the time to develop an award-winning, ground-breaking campaign is the constant stream of emails to my inbox. I’m sure you’ll join me in congratulating Thierry Breton, the chief executive of European IT services company Atos Origin, who plans to ban all internal staff emails by 2014. […]

Amping up experience in music festivals

We were struck by much in the ‘Brands and bands make music festival experience’ article (MWlinks.co.uk/FestivalExperience), especially the comment by Giles Fitzgerald: “Today’s increasingly discerning festivalgoer is looking for experiences that offer additional value beyond the main stage line-up; activities they can stamp their own individual mark on.” This idea resonates with us as we […]

Will Apple take a bite out of ITV?

We were mulling over the subject of an Apple move into TV at the Royal Television Society Convention in Cambridge in September last year, so it was interesting to read Mark Ritson’s take (MWlinks.co.uk/RitsonITV). Some of the financial media journalists were saying it made sound economic sense for Apple. Clearly there are going to be […]

Brand ambassadors are your canaries not commodities

I was enjoying Michael Nutley’s column (MWlinks.co.uk/MappingTool) until the last couple of paragraphs and his throwaway comment that brand enthusiasts who have quit the community can typically be bought back with “a few kind words and some branded items”. This is exactly the kind of attitude that holds marketing back from any semblance of the […]

HMV’s multichannel focus is not enough

Like many of our high street names it’s good to see HMV has woken up to the need to position itself as a multichannel retailer (MWlinks.co.uk/ HMVMultichannel) but as a latecomer to digital services, it really needs to go beyond its more advanced competitors by embracing an innovative approach. Bundling physical with digital misses the […]

Use the feelgood factor to make an impact

Ruth Mortimer

We Brits are a nation of brand lovers. We’re willing to economise when the economy is unpredictable but some anomalies remain. People have not stopped shopping in upmarket supermarket Waitrose; luxury goods sales are booming; and Coca-Cola continues to be the top drinks company despite anonymous, cheaper fizzy drinks being on offer elsewhere. Tesco has […]

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