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Invest in search now while prices are low
This week saw the publication of two important pieces of news that should prompt marketers to shift more of their digital…
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Brand equity must drive communications
‘Why Guinness and Cadbury are going back to branding basics’
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Zeebox could show the way for TV ad data-gathering
Zeebox’s launch last week of click-to-buy TV ads thrust interactivity into the foreground of TV…
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Steve McQueen keeps endorsement real
A walk around London’s shops at the weekend had me wondering if it was 2012 or 1972...
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Ad break? Tweet time? Give me a break!
In years gone by, defending the worth of TV advertising was a simple brief that involved lots of long lunches and the occasional awards ceremony. In the brave new age of digital communications, however, it is no easy feat and much of the credit for the continued strength of TV as an advertising media must go to Tess Alps and her team at Thinkbox.
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Target made a statement by not saying much - can other brands follow suit?
US retailer Target has become a web phenomenon over the past week after it featured a young boy with Down’s Syndrome in its latest campaign advertising its new children’s line.
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Will Kindle’s growth drive success for in-book advertising?
Did you get a Kindle for Christmas? More importantly, are you going to advertise on it?
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'Sky should create a dedicated adverts-only channel'
I fear I shall be traded in as part of Mrs Secret Marketer’s Christmas shopping. Not content with driving her crazy in supermarkets where I confuse the weekly grocery shop with work-related store check distractions, my TV viewing habits have now tipped her over the edge.
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The Secret Marketer on celebrity slip ups
We are about to put pen to paper on a celebrity endorsement deal. The draft contract paperwork has been toing and froing between agency, lawyers and representatives and there is now a detailed mark-upawaiting final comments sitting in my in-tray. I am under pressure to sign but the press headlines of recentweeks have called for a little more deliberation.
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Choice should include offering the chance to say no thanks
One theme that will increasingly occupy the minds of marketers in the coming years is choice. Demanding customers want to consume what they want, when they want, how they want.
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Forget advertising. Marketing is now all about the service
Brands from Foster’s to Mini are proving that, whatever your business, marketing is best when it’s service-led.
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Music streaming brands need to prove they are more than freebies
We7’s revelation that it is exploring the use of games and quizzes was an important step in streaming brands proving they are useful services in their own right rather than just facilitators for free music.
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Contents and context are as crucial as targeting
The recently developed relationship between targeting and creative poses a challenge to agency business models.
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Brands can afford to be creative this Christmas
Christmas is just around the corner and the outlook for the retail sector is decidedly chilly. But despite the pressure on household budgets I want to see brands give the relentless price message a rest and spread a little joy in their festive campaigns.
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It's too late for BA 'To fly. To serve' when you're in a tailspin
BA’s new-old strapline is a clever idea, but passengers would prefer it if it stopped talking about great service and just started doing it.
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An open letter to the Guardian's George Monbiot
Dear George, With regard to your latest column in the Guardian (’Advertising is a poison that demeans even love blah blah blah’) I must pick you up on a few points.
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Caspar's Phones 4U ads are so effective it's scary Video
I write this week to acknowledge the insane bravery of Phones4U. In this age of social media domination, it takes an enormous amount of professional and personal gusto to spend a large chunk of any marketing budget on an old fashioned TV campaign. But to ...
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Lack of web data will hurt TV channels
Peering into the crystal ball to divine the future of internet-connected TV, it has been alarming to see the gap in expectations between broadcasters and the advertisers that bankroll them.
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Suppliers should question M&S brand strategy before paying up
How can Marks & Spencer ask its suppliers to help fund its store revamp plans when the retailer has yet to identify its core market?
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Is your brand a data have or have-not? Time will tell you
Timeliness is becoming the determining factor for online success, but the data systems required to achieve it are creating a digital divide.
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Advertisers can’t help but Like Facebook’s redesign
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Co-creation can be so much more than this
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Pink, frilly beer won't tempt female drinkers
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Behavioural ad concerns should be countered quickly
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Whether brands boycott or stick with the News of the World, they face backlash
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Financial services brands are dealing with a complex customer
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The call to action can't be a whisper
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A promise should be a promise
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This isn’t just any old brand infringement…
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Supermarkets are using the ASA as a pawn in the price game
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When the obsession with digital isn't always a good thing
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Two new TV studies could offer clarity for brands
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Weighing in on the plus size/size zero debate
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Co-op should have known better over NOTW
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Do you want to advertise how much data you hold?
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You can’t trust integrity and innovation
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Marketing Academy unveils second year of future leaders
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It pays to be honest about thefts of data
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Bing takes location-based ads Street Side
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Sofa, so good, for mobile marketing