Smarter Communications has picked up &£5m-worth of business, including developing a TV campaign for travel insurer insureandgo.com and a repositioning campaign for Macdonald Aviemore Highland Resort.
Having overseen creative work on both global and Europe, Middle East and Africa accounts, across multiple cultural and language barriers, I feel I’ve learnt my lessons first hand. There is a delicate balance between local market compliance and global brand consistency. While any cross-border direct marketing campaign throws up a number of logistical and cultural […]
The Royal Bank of Scotland has handed the £22m account for its Direct Line Financial Services division to Clemmow Hornby Inge without a pitch.
Coca-Cola Great Britain will launch the Minute Maid orange juice brand in two variants in the UK in June, including an “on-the-go” format called Fruit Refresh. The Minute Maid brand, which the drinks company hopes will help widen its portfolio by appealing to more health-conscious consumers, will be available as a chilled pure juice offering […]
Every Friday afternoon, I look at the key stories of the week, offering my thoughts on what they mean for you and the industry. This week, it is all about brand strategy – from Tesco’s master brand approach to OS’s aim to boost mental availability. Here is my take.
From Mars’s rebranding of Uncle Ben’s to a shift in marketing for Confused.com and the rise of DTC brands, catch up on the most important marketing news from the week.
Marketing Week reveals the top 10 marketers in consumer goods, technology and luxury, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Marketing and creative teams shouldn’t be ‘task takers’, but strategic business partners. Here’s how brands can optimise their effectiveness.