The Marketing Week – 18/01/2013

Welcome to The Marketing Week, your guide to the good, the bad and ugly marketing highlights of the last seven days.


Nike: no cup is safe

With the estimated £150m Nike is reportedly forking out to make Rory McIlroy the face of Nike Golf, you’d have thought the sportswear giant could have affording to chip in for a couple of acting lessons.

While McIlory’s performance in the ad is more wooden than one of his (Nike) drivers, the spot does a sterling job of welcoming the new boy among its legion of brand ambassadors while communicating that trouser snake Tiger Woods is still very much a part of its marketing plans.


  • 33 per cent of Twitter comments about Tesco were negative in the aftermath of this week’s ‘horse meat’ scandal according to YouGov’s social media monitoring index SoMa.
  • $11.4bn, the projected value of the global mobile advertising market in 2013 according to Gartner with the figure set to rise even further to hit $24.5bn in 2016 according to its research.
  • 9.7 per cent of all marketers are “not happy at all” in their jobs according to the latest Marketing Week Salary Survey published earlier this week.
  • 25.4 per cent increase in amount spent on out of home advertising in the UK during Q3 2012 as a result of “the Olympic Effect” according to the latest quarterly AA/Warc (Advertising Association and Warc) Expenditure Report.


Seth Godin:



All things online


Many were quick to point an accusing finger at online behemoths such as Amazon in the wake of what it seems will be the inevitable end of HMV (more on which below) as we know it. Creaking arguments that fail to stand further analysis aside, the power and influence of online has been underlined in bold this week.

Predictions a whopping £87bn will be spent online this year – news from IMRG as it reported online sales increased 17.5 per cent year on year in December – forecasts digital investment will drive the tentative increase in marketing spend in 2013 and news the mobile advertising market will hit $11.4bn this year at the expense of traditional offline advertising budgets make happy reading for digital cheerleaders.

The fact digital channels are on the up is hardly revelatory but the feel-good factor around the industry will serve to push people towards it.




As much as there was the sort of emotional outpouring from men (and it was men) of a certain age not seen since the axe hovered over 6 Music, it was unequivocally a bad week for the 92-year-old brand and its 4,000 plus staff fearing the dole queue.

Its business model, on and offline, is broken. Any new owner will need to develop what will no doubt be a dramatically slimmer retail estate that offers a multi-channel customer experience that adds the sort of value that cannot be found online at the same time as making sense, and money, in the new digital music age. Good luck with that.


Hangzhou, the capital of China’s Zhejiang Province is touting for business with the launch of an ad campaign targeting 12 countries to raise its profile with tourists and international businesses. The move is part of China’s efforts to change perceptions of the country. Looking beyond China’s top tier cities is one of five lessons Marketing Week offered brands looking towards China for growth.

While it turned its attention towards books in the UK with its Happy Readers Happy Meal campaign, in Australia, McDonald’s decided to rename 13 of its branches Macca’s – adopting the pet name many Aussies have for the brand in celebration of its 40th anniversary down under. The rebrand is rolling out now to coincide with Australia Day which falls on 26 January. 

Coca-Cola has been busy everywhere this week. The brand launched an ad tackling obesity in the US while in Brazil, its ‘let’s go crazy’ campaign hopes to inspire people to do nice things for no reason. Closer to home, Coca-Cola has embarked on its biggest pan-European campaign to highlight the plight of the polar bear, in partnership with WWF.


After admitting for the first time that he used performance enhancing drugs throughout his a career, disgraced cyclist Lance Armstrong said: “It wasn’t possible to __________ clean. I am here today to say I’m sorry for that. I’ll spend the rest of my life trying to earn back the trust and respect of people.”

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