Analysis

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

Why the Royal Navy is all at sea

Marketing Week

The Royal Navy has launched an ad campaign in its ongoing battle to sign up recruits. Launching a recruitment campaign in a time of conflict (MW last week) is not ideal timing for any branch of the armed forces, especially when a freeze on staff levels in some areas sends out a mixed message. One […]

Sony Europe hands 1m HD brief to Gyro

Marketing Week

Gyro International has been appointed by Sony Europe to create an integrated umbrella campaign for the consumer electronics company’s high definition (HD) products. It is thought that the business is worth more than £1m. Gyro, which already works with Sony on other areas of its business including its VAIO range and its storage products division, […]

Starcom sharpens its digital focus

Marketing Week

Starcom claims it will be ramping up its focus on planning this year with the creation of a new strategic intelligence and planning team that, according to the agency, will put the digital consumer at the heart of everything it does. Starcom hopes the arrival of Pru Parkinson as strategic planning director at the start […]

UK agencies still at the top

Marketing Week

It was another star-studded year for Great Britain at the latest Epica creative advertising awards, with UK-based agencies collecting 15 first prizes. However, it was Dutch and UK agencies Wieden & Kennedy that produced some of the most outstanding work. By Stuart Smith.

Brands come alive

Marketing Week

Live experiential events are becoming a more focused and established part of the marketing mix in a world where brands want results and consumers want more than a message. By Jo-Anne Flack.

Addis tries his hand at local news

Marketing Week

At a time when digital is the buzzword in the newspaper industry, former Daily Express editor Richard Addis is going back to basics. In the midst of all the online experimentation, veteran newspaperman Addis, who is also a former deputy editor of the Sunday Telegraph and executive editor of the Daily Mail, is launching a […]

Mattel needs Adidas, but does Adidas need Mattel?

Marketing Week

A new licensing partnership between Mattel and Adidas will see a range of co-branded dolls and clothes launched in the first deal of its kind for the sportswear brand (MW last week). But not everyone is convinced the tie-up will be a marriage made in heaven. Licensing deals are common in the children’s market, with […]

Shifting sands for agency intermediaries

Marketing Week

While there might be some healthy rivalry in the market, the intermediaries believe there is enough room for them all at this point. However, some are increasingly focusing on areas such as relationship management and training as the number of big domestic above-the-line pitches has declined and clients’ needs have changed.

The latest Look of women’s weeklies

Marketing Week

IPC has drawn first blood in what looks set to be the most competitive battle of 2007 in the consumer magazine market. In a joint venture with Groupe Marie Claire, IPC is ploughing £18m into high street fashion and celebrity title Look, making it the magazine publisher’s biggest launch to date. With women’s weekly magazines […]

Becksploitation

Marketing Week

For a player in the twilights of his career, David Beckham’s move from Real Madrid to a small US team might appear a last ditch effort to milk his reputation, were it not for the role played by the man with the Midas touch, Pop Idol and Spice Girl svengali Simon Fuller. By David Benady.

Selling a proposition

Marketing Week

The reputation of sales promotions has suffered recently, but well designed and properly targeted campaigns can have a big impact on brand image and aid other marketing efforts. By Paul Gander.

Don’t teach, let them learn

Marketing Week

Far from providing a means to ‘jump ship’, training is a major tool in retaining and recruiting staff – but companies must let employees be the driving force behind their own learning. By Martin Croft.

Flybe strikes a deal with Voyana over cruise launch

Marketing Week

Low-cost airline Flybe is ramping up the pressure on rival easyGroup with the launch of Flybe Cruise before the end of the month. The airline struck a deal with leading cruise broker Voyana to tap into the fastest growing sector in the travel industry. Flybe aims to become one of the largest suppliers of UK-to-UK […]