Marketing Week
24 September 2009
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A cherry-picked CSR strategy
24 September 2009
Fictional characters that embody the brand abound in marketing, but MTV has taken the concept to another level with Cherry Girl, a virtual ambassador for the cause of social responsibility.
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Adventurous spirit takes wraps off a populist manifesto
Wed, 23 Sep 2009
Premium vodka brand Absolut is embarking on a new strategy that suggests ‘doing things differently leads to something exceptional’. Joe Fernandez assesses its chances of success.
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After the truce of the downturn begins the battle for advantage
Wed, 23 Sep 2009
From Kraft and Cadbury to product placement and the role of the BBC, recent events in media show everyone fighting for the end-game
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Brand values all present and correct
24 September 2009
The best corporate gifts provide choice, quality and value for businesses wishing to strengthen relationships with clients and reward staff members. Maeve Hosea looks at recession-beating treats available this festive season
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Brands deliver on their promises
Wed, 23 Sep 2009
Brands that put customer services at the heart of their strategy lead the way in the latest Promise Index research, which measures whether a consumer’s experience exceeds their expectations.
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Cash4Gold is right to go direct, but integrated is always best
Wed, 23 Sep 2009
Your article on Cash4Gold again sparked the debate about whether direct mail can be used exclusively as a marketing tool (MW last week). Although most brands realise the benefits and increased revenue that come from implementing an integrated campaign, it remains true that some brands with a strong offering and niche market can make huge cut-through with direct mail alone.
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Economic change has no respect for tradition
Wed, 23 Sep 2009
Old-school institutions must quickly adapt to the many hard-to-swallow realities that the recession has forced on them
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Embrace brands on TV
Wed, 23 Sep 2009
Your analysis Product Placement on TV (MW last week) appears to be a lamentable reflection of our peculiarly British “can’t do” attitude.
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Grazia to push 'George at Asda' man's new venture
24 September 2009
Fashion weekly inks deal to promote George Davies’ new high street outlet, Give.
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HMV appoints agency to form customer care programme
Wed, 23 Sep 2009
HMV has appointed customer experience specialist Retail Eyes to create a bespoke customer experience insight programme.
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Indy raids the Standard for new director of commercial
24 September 2009
Independent News & Media has appointed Evening Standard advertising director Simon Davies as commercial director for The Independent and Independent on Sunday.
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In-house CRM may not be as good as it looks
Wed, 23 Sep 2009
Your cover story (last week) concludes that many brands decide to keep CRM programmes in-house. But in doing so they could be missing out on the potential rewards of wider industry expertise offered by specialist data suppliers.
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Insurer Amlin to sponsor rugby union's European cup
24 September 2009
Specialist insurer Amlin is to become the title sponsor of rugby union’s European Challenge Cup to boost its efforts in developing the business on the Continent.
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KoS to back TV campaign with Spotify playlist deal
Wed, 23 Sep 2009
Shaving firm King of Shaves is partnering with Spotify to support its first television campaign.
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Marketing chief handed Beam brands responsibility
Wed, 23 Sep 2009
Beam Global Spirits & Wine, owner of the Jim Beam and Courvoisier Cognac brands, has appointed former Unilever marketer Kevin B George as senior vice-president and global chief marketing officer.
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Move to end ban on product placement divides opinion
24 September 2009
Respondents to online poll mirror views of the TV broadcasting industry.
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Presentation is the lifeblood of CSR
Wed, 23 Sep 2009
Corporate social responsibility is arguably the most important thing on any brand marketer’s mind. It’s important because studies increasingly show that consumers will spend their money on brands that reflect their values and concerns.
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Radio sector unveils new company to advance DAB
24 September 2009
The radio industry has announced the launch of a company to prepare for the planned digital upgrade in 2015.
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Shaping the destination
24 September 2009
From London to New York via Tunisia and the Norfolk resort of Hemsby, marketers are seeking to give destinations a distinctive personality.
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Starbucks in the community stores to have local flavour
24 September 2009
Starbucks is planning a major overhaul of its UK stores as part of a global strategy to reflect a greater community feel in its outlets.
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Start sampling the sample
Wed, 23 Sep 2009
I agree with Charles D’Oyly (MW last week), that UK brands need to realign their marketing strategies after the recession. There is also no doubt that couponing can play a major role in helping to achieve that, but so can product sampling.
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The secret marketer
24 September 2009
Our ‘man on the inside’ provides aview from the top of the marketing tree
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Web-only gadget store unveils first brand ads
Wed, 23 Sep 2009
The Entertainer, owner of Gadgetshop.com, is preparing its first campaign for the website to tap into people’s affection for the now defunct high street brand.
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Why commercial tv has no more shots in the locker
Wed, 23 Sep 2009
Commercial TV is a victim of its own systemic failures and government shackling, not an out-of-control BBC
