Marketing Week
13 August 2009
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Axa brings in Havas before unveiling new product range
13 August 2009
Axa is preparing to launch a raft of new insurance products across its brands to underpin its “Redefining Standards” positioning after appointing Havas UK to handle media planning and buying across the company.
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Classification maps draw on group culture
13 August 2009
As society continues to evolve, marketers are turning to a new generation of hi-tech consumer classification tools and market research methods to identify targets by groups rather than demographics.
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Convergence is helping win the data battle
13 August 2009
It goes without saying that customer data is one of the most valuable assets of any company (Knowledge is only power if squeaky clean, MW 30 July). The convergence of all direct mail and operational communications provides the basis for a highly personal approach, which can be taken forward through the smart use of analytics. Only by knowing your customers can you then build on the relationship for significant gain.
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Corporate reporting gives Reckitt and P&G advantage
13 August 2009
Industry body says marketers fail to make their voice heard in the boardroom.
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Customisation drive for the IS
13 August 2009
Lexus is launching a direct and digital marketing campaign to promote an upgrade offer to consumers, giving them free customisation of paint colours and alloy wheels or factory fitted satellite navigation systems.
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HP takes leaf out of Disney’s storybook
13 August 2009
The tale of how the world’s largest technology company revamped its marketing strategy by using the art of storytelling has lessons for marketers in every sector.
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Is television viewing in rude health or isn't it? You decide.
13 August 2009
Could Marketing Week please decide if it agrees with all the evidence that normal broadcast TV viewing is in good health or not? In the last issue (6 August), the lead article on page 10 assured readers that commercial TV viewing “had a record first six months of 2009”, according to BARB’s latest figures. This is true and Ofcom’s new Communications Report agrees that broadcast TV is growing.
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ITV posts loss of £105m but is upbeat on ad revenues
13 August 2009
ITV’s latest financial results signal there is some light at the end of the ad-revenue tunnel, although critics question the broadcaster’s long-term business strategy.
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Make procurement marketing-friendly
13 August 2009
I’ve been in and around marketing, advertising and media for almost 15 years and have seen a profound change in how procurement interacts with marketing. For the better (fortunately), but there’s still work to be done.
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Marketers to shave 9.5% from market research spend
13 August 2009
Buyers of market research services expect their 2009 budgets to drop by 9.5% over the year, reversing a 20-year trend of annual spending increases.
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Marketing in a recession
13 August 2009
Brands should beware of adopting a one-size-fits-all approach to marketing in a recession, according to research by TNS, and should focus on the values their customers trust.
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Mass market electric cars from Nissan split opinion
13 August 2009
Consumers are still largely divided over whether or not to buy an electric car, according to Marketing Week’s latest online poll.
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Meaty content with a flavour of disney
13 August 2009
Every brand has its own story. Marketers don’t always need to tell it in order to communicate their messages, but doing so can be the difference between adding depth to your brand’s relationship with its customers and not having a relationship at all. Michael Mendenhall knew this when he left Walt Disney to become senior vice-president and chief marketing officer at Hewlett-Packard at the end of 2007.
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The Secret Marketer
13 August 2009
Our ‘man on the inside’ provides a view from the top of the marketing tree
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Tories need a rethink on their media policy
13 August 2009
The proposal to sell off BBC Radio 1 is just one element of a Tory media policy that adds up to less than the sum of its parts
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Wembley marketing team merges with FA
13 August 2009
The Football Association and Wembley Stadium have integrated their sponsorship and marketing departments as the FA looks to leverage the potential of the Wembley brand.
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Why brands continue to surf the recession
13 August 2009
Own-brands may be de rigueur right now, but they will never get talked about in the White House…
