Marketing Week
04 February 2010
-
3D potential spreads wider
04 February 2010
It’s interesting to hear the Pearl & Dean research results suggesting consumers are on the whole both positive and intrigued by 3D television and cinema, but yet to be truly blown away by it (Closer and More Personal with the Help of 3D, MW 21 January).
-
A-list stars give brand campaigns the x-factor
04 February 2010
A study into the effect of Cheryl Cole’s endorsement of L’Oreal products appears to demonstrate that brands in need of a sales boostmust reach for the stars.
-
Be on guard against hype: it can seriously backfire
04 February 2010
New media channels mean consumers now have very public ways to air their disappointments when the hype fails to hit the mark.
-
Beware the disruptive excitement of change
04 February 2010
With a grocer and postman now running ITV, the last thing the broadcaster needs is a programme of transformational change
-
Cost-cutting could cost you more than the bottom line
04 February 2010
Just a brief observation on Stuart Smith’s excellent article (Media Specialists Being Held Hostage by the Commodity Cycle, MW 21 January).
-
FMCG brands must learn from mistakes made by rival
04 February 2010
Consumer brands must learn from the mistakes made by rivals if they are to succeed as the economy recovers, according to a two-year study of 100 global FMCG brands.
-
Foundation goes digital to aid Big Swap promotion
04 February 2010
The Fairtrade Foundation is increasing its digital marketing activity in the run-up to its Fairtrade Fortnight “Big Swap” campaign 2010.
-
Frail economy is just the time to invest
04 February 2010
With the initial shock of the recession having passed, companies must realise that now is the perfect time to take prudent risks and invest in building a dynamic business that will trump competitors when the economy turns around - and it will.
-
Government wants health warnings on booze bottles
04 February 2010
Alcohol brands could be forced to display health warnings on labels under measures being considered by the Department of Health.
-
In-box clever to fast-track engagement
04 February 2010
With consumers becoming ever more receptive to email marketing, brands need to invest time and money getting the most out of this valuable sales channel.
-
Interactive advertising to develop insight edge
04 February 2010
The European Interactive Advertising Association (EIAA) is creating a new insight council bringing together agencies and clients to identify ays of making digital marketing more effective.
-
Kia and News Corp team up for World Cup campaign
04 February 2010
Kia Motors UK, an official sponsor of the 2010 World Cup, is teaming up with News Corp media brands to create a joint platform for fans to engage with the tournament. The £1.5m deal marks the first time News Corporation operations have worked together to deliver a fully integrated sporting campaign for a commercial partner.
-
Kraft's gorilla tactics
04 February 2010
While Kraft’s takeover bid for Cadbury (MW 21 January) most likely won’t affect global sales, in the UK, Kraft will have to tread carefully. The recession and death of British heritage brands such as Woolworths has without doubt led to a growing sense of loyalty towards British brands among the public.
-
Majority think BBC too commercially focused
04 February 2010
A majority of voters in Marketing Week’s latest online poll believe the BBC should curb its commercial activities.
-
Make online ads work harder
04 February 2010
A new study reveals there has been a 40% decline in people paying attention to ads on major portal sites compared with last year. But that doesn’t mean that surfers are ignoring online ads altogether.
-
Mobilise the people to shape your brand
04 February 2010
The ability of personal recommendation online to sway purchasing decisions is well known, but some major brands are taking the concept of consumer influence a step further, harnessing its power to reposition brands, develop new products and broaden appeal.By Jo Roberts
-
Morrisons' diversification
04 February 2010
Speculation on the strategy new Morrisons CEO Dalton Philips might take sparked comment:
-
Nurofen makes emotional appeal
04 February 2010
When competing on price with own-label painkillers became an incurable headache for marketleading analgesic Nurofen, the brand broke convention in the sector by using emotional appeal.
-
O2 brand is in the right place to extend reach beyond telecoms
04 February 2010
Losing its crown as the UK’s number one mobile provider should not cause a brand in such good shape as O2 undue concern
-
Opinion split on whether sponsors will dump Terry
04 February 2010
Chelsea and England captain John Terry may have damaged his relationships with current and potential sponsors following allegations of an affair with a team mate’s former girlfriend, say experts.
-
Sponsors turn blind eye to moral crimes
04 February 2010
It isn’t often marketing lies at the heart of a story about celebrity scandal. But the allegations that England and Chelsea captain John Terry has been having an affair - and failed to keep this out of the press through a super-injunction - may have entered the public arena due to the player’s profile as a sponsorship vehicle, rather than a husband.
-
Stuart Smith on John Terry
04 February 2010
Among the many footballing clichés pithily describing the dilemma of putative England captain John Terry my favourite is “own goal”.
-
There are now more than 15,000 geeks starring in a worldwide blockbuster
04 February 2010
Our ‘man on the inside’ provides a view from the top of the marketing tree
