Taking brands beyond the sound barrier

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Radio stations, both big players and new entry names, are playing with online formats to give advertisers deeper and interactive access to listeners. Morag Cuddeford Jones investigates. Radio, traditionally viewed as one of the advertising world’s more workaday resources, is undergoing something of a makeover. With the analogue radio switch-off still proposed for between 2015 […]

Something new from an old flame

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Faced with a growing crackdown on smoking, the iconic lighter brand is using its rugged, adventurous but trusted characteristics to extend its product lines. The Zippo lighter has a CV to rival the most seasoned Hollywood actor. It has starred in more than 1200 TV shows, theatre performances and films including Die Hard, Indiana Jones […]

Sensible m-commerce move

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A recent report by Deloitte into app downloads for global consumer and healthcare brands stated that “brands need to decide whether an app is needed rather than a mobile website”. If there’s not a clear business case for a native app that really exploits features such as location, in-app alerts or rich user interface interaction […]

Olympic sponsors need to get employees on board

I am pleased to see that BA’s employee engagement programme will involve staff in its sponsorship of 2012 Olympics and Paralympic Games. Key brands invest substantially in communicating with customers but too often underrate the value of internal marketing to their staff. It is at the point of interaction between customers and employees where the […]

Women of all ages will buy good design

I totally disagree with Mark Ritson (MW last week). Good design appeals to women of all ages just look at Diane von Furstenberg, whose designs are loved by all women who can afford to buy them. Older women are not necessarily spending less and at the top end of the market, although those hit by […]

Reigniting the frozen sector

The proposed diversification into frozen food by Greggs (MarketingWeek.co.uk 5 July) should ignite interest and buzz in this lacklustre category. With YouGov figures that say one in four consumers rarely visit the frozen food aisle in supermarkets and almost half believing the offer is uninspiring, it’s good to see an alliance between Greggs and sector […]

Integration must drive a channel’s goal

Judd Marcello at e-Dialog’s response to the IPA’s new publication “Datamine 3 new models of marketing effectiveness. From integration to orchestration” (MW last week) suggests the report is confused because it reaches the conclusion that “a matching luggage campaign delivers positive business results in 72% of cases, while no integration whatsoever delivers the same in […]

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