Analysis

In-depth features, interviews and insights into marketing’s biggest issues.

Sky ordered to reduce ITV stake

Marketing Week

BSkyB must reduce its 17.9% stake in ITV, the Government announced this morning. The ruling says that the broadcaster must reduce its holding to less than 7.5% and must not take a seat on the ITV board.

Lucozade to give gym-goers a boost

Marketing Week

Lucozade Hydro Active is launching an exercise program aimed at encouraging people to stay active during the winter months. The campaign aims to target gym-goers who take up exercise in the New Year, but lose motivation once the initial enthusiasm wears off. The Lucozade Hydro Active Virtual Trainer, which launches at the end of the […]

Titan wins East Thames contract

Marketing Week

Titan Outdoor has won a five-year contract with East Thames Buses following a tender process. The account was previously handled by CBS Outdoor. The deal builds on the company’s recent deals with Epsom Buses, which operates in the South West buses, and Rotala, which operates bus routes in the Midlands. The latest win will include […]

Bank of America to ditch its MBNA brand in Europe

Marketing Week

Bank of America is scrapping the MBNA brand in Europe as it gears up for the launch of a second card in the market. It is understood that the MBNA card will be relaunched under the Bank of America. The news follows the decision last week to appoint WPP Group-owned branding agency The Brand Union […]

Will Suso inject sparkle into carbonated drinks?

Marketing Week

With a growing number of retailers bemoaning the lack of new product development in the soft drinks market, it is little wonder that all eyes are on Suso, a new carbonated drink made with 100% fruit juice being launched by former Red Bull managing director Harry Drnec. Suso is being rolled out across the off-trade […]

EMI explores sponsorship opportunities

Marketing Week

When EMI owner Guy Hands announced what he called a “revolutionary structure” at the music company, including swingeing cuts across its marketing departments (MW last week), he also said he was planning to introduce corporate sponsorship of albums and artists. While the notion of the next Coldplay album being brought to you by Sudafed, or […]

Havas adds BLM to its underweight UK media presence

Marketing Week

It comes as no shock that, so early in 2008, the founders of BLM Media have decided to sell the agency. For much of 2007 Steve Booth, Nick Lockett and Charlie Makin found themselves at the centre of frenzied speculation about BLM being up for sale. Suitors apparently included WCRS holding company Engine Group, which […]

Why quality content is king

Marketing Week

Relevance is paramount when it comes to search marketing because delivering landing pages that fail to meet users’ expectations can do serious damage to a brand. Martin Croft reports

Maximum impact lifts sales

Marketing Week

Brands must measure the impact that point of purchase drives are having with consumers, and examine whether having a memorable display will result in a sales uplift. Daney Parker reports

Jonathan Durden on why hybrid solutions are way forward for creativity

Marketing Week

In advertising I expect that most agencies, media companies and their network owners have this year resolved to become totally integrated communications houses, where an idea can be executed across multiplatforms, working in harmony in brand teams that include their customers. Fair enough as ambitions go, but I wonder if that “one size fits all” […]

Epica Awards: Gorilla tactics win day

Marketing Week

Twenty-one, they say, is the year when you grow up; learn to see the world in a different light and act accordingly. There was certainly an element of that in the 21st Epica awards, which mark creative achievement in advertising and are unique in being judged by specialist journalists rather than the people who create […]

Positives of pester power

Marketing Week

Energy brand npower and car marque Renault are leading the way in re-inventing a once frowned upon marketing tactic. The brands are targeting children with campaigns using cartoon characters, online games and discounts. The schemes are designed to get kids to change their behaviour and to persuade their parents to join in too. It sounds […]