Marketing Week
25 February 2010
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Bond-style marketing receives TV makeover
25 February 2010
The Government has given product placement on British TV the green light, but research exclusive to Marketing Week suggests that big-name brands face a battle to become small screen stars.
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Building a bridge between marketing and boardroom
25 February 2010
Investors want more information about brand investment on company reports, and marketers stand to gain boardroom representation if this is disclosed. But firms are wary about providing detailed brand information that could benefit competitors.
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Cameron unsheathes the sword of damocles
25 February 2010
David Cameron’s crusade against the sexualisation of children has little to do with solid policy, but it will have marketers falling into line
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Charities should monitor the effect of campaign elements
25 February 2010
It’s interesting to hear that more charities are coming round to the realisation that they must demonstrate a return on investment (MW 11 February), but the charity sector needs to target the types of activity they use more tightly to maximise donations.
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Clampdown on alcoholic drink labels nets approval
25 February 2010
Voters in MarketingWeek’s online poll think alcohol brands should display health warnings on labels.
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CNBC and free-to-air digital outfit agree deal
25 February 2010
CNBC, the business and financial news channel, has signed a deal with Freesat to launch on the free-to-air digital satellite network.
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Condé Nast hires first social media strategist
25 February 2010
Condé Nast Digital Britain, the UK arm of the magazine publisher’s new media division, has appointed Louise Howells to the newly created role of social media strategist.
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Design needs a story
25 February 2010
While good design can offer greater impact in marketing (MW 11 February), I do not believe that it alone that will make a piece of communications successful. Content should never be forgotten.
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Disney catches festival buzz
25 February 2010
Disneyland Paris is launching an integrated marketing campaign to promote its New Generation Festival, which celebrates the Disney Pixar 3D characters.
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Far too many unhappy landings
25 February 2010
“Email is cheap” is a concept that should carry the proviso “but good email is not”. The work involved in creating multiple messages, testing effectiveness, planning and executing landing path strategies is often grossly underestimated, leading tofuzzy targeting and poor results.
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First connections of two contrary cultures
25 February 2010
The results of a survey, published in the national press this week, had me gaping in disbelief. Almost half of UK board directors - 44% - predict their companies will return to “pre-recession normality” and that their businesses will not fundamentally change in the next five years. For board members not to recognise the need to reinvent their business models in order to adapt and grow is at blinkered at best.
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Freeze on ITV ad price gives us all the shivers
25 February 2010
The competition watchdog must this month throw out the historic pricing cap that threatens to dumb down all of commercial television
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Havas forms sampling and promotions division
25 February 2010
Havas Sports & Entertainment UK is creating a sampling and promotions division, with support from the network’s experiential specialists, Cake.
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Hire a celebrity and get their baggage too
25 February 2010
It is obvious that the trend for using celebrities to endorse products to the masses isn’t going to go away (MW 4 February).
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It’ll be our economic loss if we stay stuck on analogue
25 February 2010
Government is dragging its feet over Digital Britain, but our industry and economy have everything to gain from going over to the wired side
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Merlin to unveil new brand image for pass
25 February 2010
Merlin Entertainment Group is launching a new brand identity and supporting marketing campaign for its Annual Pass to build on the success of the initiative’s first year.
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No business like show business
25 February 2010
In today’s digital world where brands struggle to present a human face, trade shows offer an excellent chance for face-to-face contact, which, a study suggests, may boost customer loyalty by creating subconscious connections.
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On course to climb high up career ladder
25 February 2010
As the economy edges towards recovery, brands are switching their attention away from business survival to equipping marketers with up-to-date skills.
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Ruth Mortimer on the Vancouver Games
25 February 2010
As the Olympics draw to a close, marketers are checking the results tables wondering how to cash in on the popularity of certain sports and athletes. So which athletes will be feted with sponsorship deals? I have already mentioned the photogenic American skier Lyndsey Vonn and the 19-year-old South Korean figure skater Kim Yu-Na, but others tipped for the top by both marketing and sports experts include:
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Soap operas are best vehicle for product placement on TV
25 February 2010
Soap operas and dramas would be the natural home for product placement on commercial television, according to research commissioned by Marketing Week.
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We don't take the credit for Change4Life
25 February 2010
Your leader (MW February 18) about how Conservative leaders say they will slash the Government’s advertising budget, inaccurately attributes the healthy living campaign, Change4Life, to the Central Office of Information (COI), when it is a Department of Health initiative in support of the broader policy agenda on obesity.
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Why not take ideas that are proven to work at a local level and run them on a national basis?
25 February 2010
Our ’man on the inside’ provides a view from the top of the marketing tree
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Yardley will use English heritage in relaunch ads
25 February 2010
The Yardley London and Woods of Windsor fragrance and toiletries brands will emphasise their English heritage when they relaunch in the UK in September.
