Marketing Week
20 May 2010
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Beware the backfiring spoof
20 May 2010
The type of mockery marketing that has been pinging between the political parties does seems to be winning favour in the commercial world (The super spoof weapon, MW 6 May).
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Brand strategy must include links with live music events
20 May 2010
Survey shows Glastonbury-style events help make connection with consumers.
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Brands get to grips with the art of design
20 May 2010
As design makes an ever-greater impact on marketing programmes, six senior marketers share their views on the many ways it can help a build a brand.
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Call to action must make a connection
20 May 2010
Recession-led marketing strategies continue to make an emotional connection with consumers concerned about the economy, according to research by TNS.
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Coalition government sounds rather like all “agency planning” meetings
20 May 2010
Being a senior member of the Conservative Party or Liberal Democrats must be rather like being a senior executive at Kraft or Cadbury. When two become one, there are deals to be done and compromises to be made. Winners and losers.
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Come to the Marketing Week Trends Show 2010!
20 May 2010
Roll up, roll up and feel the future!
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Dyson rejigs marketing to advance its profile abroad
20 May 2010
Dyson has reorganised its marketing department in a bid to boost its profile overseas.
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Football flies the flag for 'Brand England'
20 May 2010
“Countries are not brands. They are countries.” So said our columnist Mark Ritson, in a recent examination of the concept of nation branding exercises. Many of you who weighed into the online debate sparked by that particular column took Mark’s side.
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How to future-proof your brand strategy
20 May 2010
Brands can ensure they don’t fall victim to changing consumer trends by following five rules developed by research consultancy Clear that are designed to make marketing strategies future-proof.
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Intelligent use of data earns consumer trust
20 May 2010
As the lines between marketing and service blur, brands must use both behavioural and volunteered data to deliver communications that meet consumer demands.
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Mobile advertisers must take a leaf out of service sector's book
20 May 2010
As the reach of wireless internet becomes ever greater, debate is raging about how to make mobile advertising really pay.
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Public sector braces itself for major ad budget cuts
20 May 2010
Marketing budgets are unlikely to escape the Government’s swingeing cuts to public spending, though the Department of Health’s anti-obesity Change4Life drive could escape the worst.
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Real meaning of CSR
20 May 2010
Mark Ritson is right when he says brand repositioning is almost always impossible (Rebranding cannot plug credibility gap, MW 13 May). But it can work - just take a look at M&S or Skoda. However, it will only work when the intentions and beliefs of what is created are a) authentic and b) delivered upon. Otherwise, yes, it is a sham of a marketing paint job - albeit a very expensive and neatly articulated one in BP’s case. In as much as this was “greenwash” it was also “brandwash”. ...
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Simple uses teenage panel to prepare range launch
20 May 2010
Skincare brand Simple has collaborated with young female consumers on its Teen Advisory Board to launch a range and supporting marketing campaign aimed at 13- to 19-year-olds.
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Simply does it better for ads
20 May 2010
The finding that elaborately animated and video-heavy ads make little impact on consumers (Subtle animated outdoor ads are most effective, MarketingWeek.co. uk 12 May) confirms the justifiably well-worn phrase “less is more”.
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Third-party coalitions get seal of approval
20 May 2010
It is not just Prime Minister David Cameron that needs third-party support, household brands are discovering that accreditations from independent organisations can be used to improve sales figures.
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We must swallow bitter pill of austerity
20 May 2010
The term austerity derives from the Greek word for bitterness. It’s the perfect encapsulation of the decade ahead for British marketers. We may have survived the great financial storm of 2008, but the flooding that follows the initial down-pour are now set to engulf the British economy for many years to come.
