Themutual.net, which operates UK “rewarded shopping” portals, has bought e-mail marketing specialist Electronic Direct Response (EDR). The merged group claims to own and manage over 6 million high-response e-mail addresses, deliver over 500 million permission-based e-mails and generate 30 million visits to advertisers’ sites every year. Themutual.net’s clients include T-Mobile and Amazon, while EDR’s include MBNA and EMAP.
The move will see Uncle Ben’s rebranded as Ben’s Original and the imagery of a black man in a bow tie removed from its packaging and marketing.
Senior marketers explain how they’re addressing the rising significance of real-time personalised consumer interactions, since it has shot up the list of priorities and challenges during the coronavirus lockdown
Marketers are often guilty of focusing on superficial innovations – they should be at the heart of efforts to develop totally different digital business models.
OS is synonymous with orienteering, bobble hats and mountains, but hopes a transformation that includes a new brand purpose and switch from a focus on products to customers will help improve brand equity and grow the business.