How to launch new technology
Jonathan BaconWith so many product launches it can be hard for consumers to get to grips with new technology so brands need to ensure they demonstrate how systems work rather than simply drum up excitement.
Automotives
How television advertising is inspiring creativity across other media channels
Steve HemsleyAn ability to entertain using the best production technology and techniques means television will always be able to engage consumers with its commercials, but marketers should apply creative thinking across other media channels too.
McLaren launches first ever TV ad as it seeks to change brand image
Leonie RoderickMcLaren is launching its first ever television ad as the car marque enters a new market segment by unveiling a range of sports cars, and seeks to take on “traditional” competitors including Audi and Porsche.
Coca-Cola, Heineken and P&G share their secrets to creating effective marketing
Sarah VizardThe world’s most effective ad campaigns prove that digital builds business and that social activism sells, according to a new report by Warc.
5 things you need to know this week
Leonie RoderickFrom Instagram hitting 200,000 advertisers to BrewDog releasing all of its beer recipes online, it has been a busy week in the world of marketing. Here is what you need to know.
Volvo ‘more confident’ as marketing strategy to end car deaths by 2020 boosts engagement scores
Thomas HobbsThe brand vision of Volvo Cars to ensure nobody is killed or seriously injured in, or by, one of its new cars by 2020 has already made a “major impact” on brand engagement levels, according to its VP of global marketing Thomas Andersson.
Lexus: ‘Brands must truly collaborate with celebrities or it’s just an empty endorsement’
Thomas HobbsHaving used Jude Law and will.i.am in its campaigns over recent years, Lexus Europe’s head of brand communications Spiros Fotinos says its unique approach to celebrity endorsements is helping it to attract new customers.
DS on using a 94-year-old fashion icon as it evolves from ‘disruptor’ to established car brand
Thomas HobbsDS is hoping its alignment with high-end fashion and focus on disruptive marketing can help it quickly become an established luxury car brand as it takes the bold step of using a 94-year-old fashion icon to advertise its latest car.
Nissan wants to find the ‘scientific formula for excitement’ as it uses Champions League to further engagement
Thomas HobbsWhile the first season of Nissan’s sponsorship of the UEFA Champions League was all about building up the car brand’s social media presence, the second is about increasing engagement levels as the car marque looks to build a long-term association with the competition.
VW ad’s focus on keeping promises shows sheer contempt after emissions scandal
Mark RitsonIf VW can peddle a message of trust, anything can happen.
Volkswagen brand on road to recovery as it launches first campaign since emissions scandal
Sarah VizardVolkswagen is hoping that its first European marketing campaign since it was caught fixing emissions test can help boost the brand and its sales as the latest brand measurement statistics show the brand is beginning to recover from the scandal.
Audi uses Bowie’s ‘Starman’ in space-themed Super Bowl campaign
Sarah VizardAudi’s Super Bowl will feature late singer David Bowie’s 1972 single ‘Starman’ as its soundtrack as it looks to tell the story of an astronaut, now retired, who rediscovers his “zeal for life” by driving one of the car marque’s vehicles.
Buick unveils first ever Super Bowl ad as car brands prepare to dominate the event
Thomas HobbsUS car brand Buick has unveiled its first ever Super Bowl ad as automotive brands prepare to dominate the sporting event’s coveted ad space.
How connected cars are driving innovation
Jonathan BaconWith most major auto makers unveiling new plans for connected cars at the Consumer Electronics Show, the industry is set for unprecedented change over the next decade. But how should brands communicate the benefits of connectivity to customers?
The top YouTube ads of 2015
Thomas HobbsPutting a man on the moon has helped John Lewis to secure top spot in YouTube’s end of year ad rankings for 2015.