MaryLou Costa is a key member of the Marketing Week features team and her blog brings her unique Australian perspective to brands. She also oversees the Market Research Focus weekly bulletin.
Two Christmas parties down, another four to go. And that’s just the work ones. My party stamina level is good so far but it is fair to say that my recovery times are getting longer. I may have earned very little as an assistant brand manager but what I did earn I could spend by […]
A fast.MAP Consumer Voice Panel survey of 1,136 members carried out in the last week of November reveals that most have drawn up budgets for Christmas spending (MW last week) and almost three-quarters have planned how they are going to finance this outlay. Nine out of ten have budgeted the same or less than last […]
Lego should be congratulated for using film tie-ups to create branded extension opportunities (see Q&A, page 22). But brands do not have to be as big as Lego or in partnership with a distributor like Warner Brothers to capitalise on film as a marketing tool. There are many stages at which a brand can promote […]
The Responsibility Deal is a good example of how we can be part of a collaborative approach to improve the long-term health of the nation and we are proud to support all seven collective pledges of the Deal’s Alcohol Network. As an individual pledge, Diageo has funded a training programme for midwives, run by the […]
It’s hard work being the world’s most famous brand. Just ask executives at Coca-Cola. Yes, the title might come with enormous unaided brand awareness and a billion-dollar brand equity, but it also means that every strategic move you make goes under the media spotlight. Find out what happened when Marketing Week visited Coca-Cola in Atlanta […]