Marketing Week
01 April 2010
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Focus on the message not the vehicle
01 April 2010
Your recent Innovation in Direct Marketing report (MW 18 March) highlighted that personalisation in traditional offline media is playing catch-up with its online counterpart.
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As BA battles to keep its show on the runway, its competitors cannot resist taking a cheap dig
01 April 2010
Our ’man on the inside’ provides a view from the top of the marketing tree.
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Asda puts a political spin on its e-marketing to women
01 April 2010
Asda is looking to leverage the power of mums in the run-up to the general election with an online initiative to engage Asda customers to blog about politics.
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Brands claim victory from Google blow
01 April 2010
I think it’s too clear-cut to say the ruling is “a blow for brands” (MW 25 March). Instead I expect that parties reacting to this news will fall into three distinct camps; those who see it as a threat to their business model, those who will not feel any impact at all and those who see it as an opportunity.
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Britain’s got world class marketing talent
01 April 2010
More than 200 young stars of marketing are waiting to hear whether they’ve done enough to earn a scholarship at the Marketing Hall of Legends’ new Marketing Academy.
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Conversion can fulfil the public's appetite for 3D
01 April 2010
Ray Snoddy’s article on 3D TV (MW 18 March) raised some very interesting points. Standards and lack of content are certainly problems but as Ray states, issues with standards tend to get sorted out over time - it’s the lack of content that’s an immediate issue.
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Diageo appoints marketing director for British business
01 April 2010
Drinks giant looks within as vice-president for Smirnoff makes the step up.
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Fans have gone ape over Nestlé's Facebook profile
01 April 2010
Multinational brands that try to harness the power of social media run the very grave risk of getting their fingers burned
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Finding the perfect match
01 April 2010
Signing a celebrity to front a branding campaign is a powerful yet risk-laden strategy, but there are more ways to use a famous face than just booking a highly exposed star who threatens to overshadow the brand or derail its values with their behind-the-scenes antics.
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Foster's bids to become high-profile sponsor
01 April 2010
Heineken UK is looking at sponsorship in a bid to differentiate its Foster’s brand in the crowded UK beer market.
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Heroin turns Peaches from bad to rotten
01 April 2010
“We’ve given this a lot of thought, but there’s a point where a business must stick to its principles and as a brand that targets young women, we feel it is impossible for Peaches Geldof to continue to work with us as the face of Miss Ultimo lingerie.”
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Information influences choices in supermarket
01 April 2010
Eighty-three per cent of respondents to this week’s MarketingWeek.co.uk poll said on-pack food labelling was important to the choices they made at the supermarket.
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Keeping a safe distance builds consumer trust
01 April 2010
Marketers need to ensure their use of behavioural targeting techniques do not make internet users feel like they are under Big Brother-style scrutiny, according to the results of research by Addvantage Media and YouGov.
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M&C v Saatchi & Saatchi is the real election battle
01 April 2010
The media will play such a pivotal role in the outcome of the general election that political coverage is about to grip the nation
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Murdoch takes a gamble on future of newspapers
01 April 2010
The publisher of The Times and The Sunday Times is embarking on the high-risk strategy of digital subscriptions in a bid to ’super serve’ its most valued readers.
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Out of the PoS Woods
01 April 2010
Last week’s article (“Sponsors welcome Tiger Woods’ return, MarketingWeek.co.uk 17 March’) pondered Tiger’s return to the course. His sponsors have generally stood by their man - noise-lovers such as Nike are unlikely to worry about further media interest. But the question for some sponsors must be his impact - for richer or poorer - at the point of sale.
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Real-time results focus attention on social media
01 April 2010
To fully exploit the potential of search, marketers must take advantage of real-time data and smartphone technology that now dominate social media.
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Sky pushes ad-funded content to business fore
01 April 2010
BSkyB has added the position head of branded content to its company structure as it explores the opportunities arising from advertiser-funded content and product placement.
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Stuart Smith on COI
01 April 2010
First there was the unfortunate reminder that public information advertising expenditure has soared to pole position in the past year, comfortably ahead of Procter & Gamble’s.
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Travel should turn online to its advantage
01 April 2010
Your Trends article focusing on the 55-plus age group and their interaction with travel brands (MW 25 March) was thought provoking. The smartest brands are those that monitor or even repurpose user generated content, and ensure they take heed and respond.
