Marketing Week
13 May 2010
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Advertising isn't working for main political brands
13 May 2010
The next time your agency presents a media plan, point out how TV and radio’s mass appeal shaped the election outcome
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Aegon uses tennis deal to raise brand awareness
13 May 2010
Life and pensions company Aegon is to use the second year of its sponsorship of British tennis to raise awareness of its products and grassroots involvement in the sport.
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BT to switch focus from bundles to individual products
13 May 2010
BT is shifting the focus of its advertising to highlight the core benefits of individual products in a bid to better target audiences.
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Customer engagement improves brand profits
13 May 2010
A model that demonstrates the link between consumer engagement and profit margins could be the necessary fuel to propel marketers into the boardroom.
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Empowerment age arrives at personal level
13 May 2010
Brands that use the data at their disposal to tailor direct marketing material to the individual consumer will encourage customer loyalty, according to research by Experian.
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Everything Everywhere has double brand vision
13 May 2010
Orange and T-Mobile joint venture unveils name of umbrella brand as vice-president maps out future.
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Getting all emotional can work wonders
13 May 2010
Slowly but surely, the industry is learning how to measure emotional responses and use the results it gets to devise new marketing strategies.
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Metro owner in drive to promote own website
13 May 2010
Associated Newspapers is launching a consumer campaign for Metro.co.uk, the website of free daily title Metro.
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Mobile giant will be 'everywhere' brand
13 May 2010
Everything Everywhere is not a good name for a new company. It is childish, cumbersome, vacuous and hollow. Don’t get me wrong, it would make a pretty good strapline and an unbeatable (by definition) business proposition. It just seems to me a bit of a naff choice of company name.
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Mobile smartphones set to take over handset market
13 May 2010
Half of poll respondents say they intend to replace their traditional handset with a smartphone
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Rebranding cannot plug credibility gap
13 May 2010
More bad news for BP over the weekend. The petrol giant has admitted that efforts to plug its Deepwater Horizon well and prevent any more crude oil escaping have failed.
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Remember the fans
13 May 2010
Mark Choueke is bang on the money when he says that iconic events like the World Cup should belong to the fans. Last year Coca-Cola announced a 29% increase in sales following the Bejing Olympics, and I have no doubt that all the official sponsors of the World Cup, and London 2012, will be hoping for similar success, not to mention all the unofficial brands that will be hoping to somehow leverage the positive emotions these events create among fans.
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Taking on the world
13 May 2010
After the UK rebranding of Aviva, Amanda Mackenzie’s next task is no less arduous: to score a first in the finance sector by refocusing her marketing team into a global-facing force that can match the standards set by international FMCG brands.
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The non-commercial break
13 May 2010
By the time you read this, I hope that we have a clearly empowered government rather than the committee-based world of a hung parliament. The global recession aside, so much of the economic deficit is caused by systemic bureaucracy, something that would only be accentuated by a lack of decisiveness at the very top table.
