Marketing Week
22 April 2010
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Brace yourselves for this climate of change
22 April 2010
Everywhere we look we are being battered with messages about change. Each of the three main political parties is telling us we are “desperate for change” and is trying to convince us that it is the one best placed to manage that change.
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Bring endorsements back down to earth
22 April 2010
If you were out over the weekend enjoying our new and improved volcanic sunsets you were also, probably unwittingly, bearing witness to the anniversary of one of the great moments of brand endorsement. Exactly 40 years ago last Saturday, just after 6pm GMT, a small metal object slightly larger than a Fiat Punto streaked across the evening sky and splashed down into the Pacific Ocean.
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British Airways has moved from battling with the trade unions to facing a far less forseeable enemy
22 April 2010
In my time as a marketer, I have signed many a contract on behalf of my employers and they have all contained those mysterious words “force majeure”.
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Bud taps into low-strength beer trend with new '66'
22 April 2010
Anheuser-Busch InBev’s decision to launch a 4% ABV premium Budweiser variant is a positive move that taps into the trend for lower-strength beers, according to industry specialists.
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Cadbury bid to join the café culture club divides opinion
22 April 2010
Marketing Week poll delivers verdict on confectioner’s brand extension plan.
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Engagement moves into club class environment
22 April 2010
Brands that run exclusive members-only loyalty programmes are well placed to give their most valuable ambassadors the VIP treatment in return for greater consumer engagement.
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Flying the flag gives brands a real advantage
22 April 2010
Iconic British brands Land Rover and Hamley’s may have foreign owners, but research by Leapfrog shows that any brand able to demonstrate itshome-grown roots will find favour with consumers.
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Get your share of the century-old consumer
22 April 2010
The number of consumers aged over 75 is set to escalate, opening up a ’virgin territory’ of opportunities for brands. But tomorrow’s ageing population will look vastly different from that of today’s, demanding new communication and targeting techniques.
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Innocent in new magnet campaign
22 April 2010
Innocent is looking to boost its engagement with children through a new on-pack promotion offering fridge magnets with every box of Innocent Smoothies for Kids.
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McIntosh will head Bauer insight team
22 April 2010
Former News International strategy chief leads new group with the aim of boosting listener engagement.
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Name of the game remains response rate
22 April 2010
The challenges facing the direct marketing industry range from what to name the sector to the impact of social media. Five specialists discuss the hot issues
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Party political messages that make up manifesto designs
22 April 2010
Whoever said don’t judge a book by its cover wasn’t thinking of political manifestos. The design semiotics of the main parties’ manifestos leaves you in no doubt as to their underlying philosophies.
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Set online targets
22 April 2010
The recent report published by Addvantage and YouGov (Keeping a safe distance builds consumer trust - MW 1 April), raises some interesting points with regards to the effect behavioural targeting has on different age groups, and consumer attitudes towards behavioural targeting.
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Stuart Smith on Coke's irreverence
22 April 2010
Unabashed by a reprimand from the Advertising Standards Authority last autumn, Coca-Cola’s Glaceau Vitamin Water is again courting controversy, this time with an on-pack promotion encouraging employees to take a “sickie”.
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TfL pushes MacLeod up the ranks to director role
22 April 2010
Transport for London (TfL) has promoted Chris MacLeod to group marketing director.
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Why recycling isn't the way to clean up
22 April 2010
Look to the future because reusing old catchphrases and music is no longer what consumers want in post-recession Britain.
