Marketing Week
29 April 2010
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A taste for low-calorie pizzas
29 April 2010
Eating pizza as part of a calorie-controlled diet was not a familiar concept until Pizza Express came up with the Leggara range.
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Best Buy plans bank holiday push for first store opening
29 April 2010
US consumer electronics retailer Best Buy is launching a localised campaign to support the opening of its first UK store.
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Brand clubs a great way to add value
29 April 2010
Passion is a powerful force in marketing, and customer clubs are a great way to tap into and nurture passionate brand fans (Engagement Moves into Club Class Environment, MW 22 April).
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Building better holiday plans
29 April 2010
Online booking company Expedia has devised a TV campaign in support of a brand relaunch.
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Countries are countries, not brands
29 April 2010
The World Cup approaches and, once again, the English nation hopes against hope that it can win the tournament and finally end 44 years of hurt. Meanwhile, in South Africa the dreams are just as bold but aimed in a very different direction. FIFA’s World Cup presents its hosts with, what they believe to be, their biggest ever opportunity to build a stronger country brand.
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Cultivating a culture of marketing innovation
29 April 2010
When RB UK was looking at ways of underlining the importance we place on innovation, and on those who innovate, we could think of no better partner than Marketing Week. So in 2008, we approached the team about working together to develop a new award that recognised innovation as being at the heart of the marketing mix.
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Eurosport to push online coverage of South Africa
29 April 2010
The Eurosport Group is launching a pan-European campaign to promote its online coverage of the 2010 FIFA World Cup in South Africa.
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Extending the gift of control
29 April 2010
Personal control and connectivity, the principle tenets of O2 mobile, have powered the brand’s successful crossover into financial services
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Field marketing: Reach out to your audience when football fever strikes
29 April 2010
As England and the other 31 World Cup finalists prepare to take to the field in South Africa, marketers must make sure their tournament tactics are spot on.
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From Russia with brand love
29 April 2010
Comparethemarket.com broke the mould of comparison site adverts by fostering an emotional connection with an endearing character
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Liverpool’s talking to the wall
29 April 2010
A new train of thought was employed when Virgin unveiled a talking poster that publicised faster journey times to London
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Local opportunities
29 April 2010
It was fantastic to see community-led marketing being given the space it deserves with your cover story feature (Local Strategies for Local People, MW 15 April). It’s about time marketers woke up to its potential. Location-based media was valued at $34m (£22m) last year, but is expected to reach $4bn (£2.6bn) by 2015, so clearly this is a quiet revolution that is set to explode.
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Loyalty schemes need to move with the times
29 April 2010
The recent article by Rosie Baker following new YouGov loyalty research (Loyalty Schemes Not Effective, Says Research - MW 22 April) raises some interesting points.
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Our 'man on the inside' provides a view from the top of the marketing tree
29 April 2010
I cannot remember a week when my schedule has changed so much. A planned business trip to Spain was grounded before it began and a whole itinerary of other meetings were either rearranged or switched to conference call. I suspect that revenues for phone and video conferencing companies have erupted in the past week.
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Pensions under live TV spotlight
29 April 2010
Live TV debates may be grabbing the general election headlines, but Prudential got there first with an interactive online broadcast
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Positive news as marketing budgets rise
29 April 2010
The gentle increase in marketing budgets across the board in this week’s Bellwether Report (MW 22 April) makes for positive reading. As Rory Sutherland points out, while online activities lead the turnaround it’s also encouraging to see that conventional advertising has now also turned the corner.
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Powerade plots World Cup-led global drive
29 April 2010
Powerade, the Coca-Cola-owned sports drink, is running its first global campaign to coincide with its deal with Fifa to be the official hydration partner of the World Cup.
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South Africa united behind single brand
29 April 2010
The host nation is using the World Cup to kick-start a unified brand identity that aims to promote South Africa as an ideal tourist and business destination.
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Sponsorship can be as nail-biting as the game
29 April 2010
As I write, the opening match of the Fifa 2010 World Cup is 45 days away. Most of you will have had any brand plans associating you with this magical event in place long ago.
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Television wins the World Cup coverage battle
29 April 2010
Media analysts may be calling it the first digital World Cup, but research by Nielsen suggests that live TV broadcasts will be the weapon of choice for football fans hunting the big game in South Africa this summer.
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The hunt just became personal
29 April 2010
Struq’s personalised banner ads tackle the problem of ’banner blindness’ and match job seekers with their perfect vacancy.
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The way to win a goldin brand management
29 April 2010
Marketers should watch and learn: the strength of the World Cup and the Olympics is a testament to robust brand management.
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Where dreams of global goals are made...
29 April 2010
The FIFA World Cup is about to kick off in South Africa and official sponsors and partners are lining up to exploit its global opportunities. Brands are turning to six strategies to reap the benefits of match fever.
