Marketing Week
Jo Roberts Editorial

Features Editor

  • The top 100 most valuable global brands

    24 May 2012

    Young brands sparkle as the strong grow stronger.

  • Q&A: Cystic Fibrosis Trust

    Thu, 17 May 2012

    Tamsyn Clark, marketing director of the Cystic Fibrosis Trust, and newly promoted head of brand, Alex Scott-Baker, tell Jo Roberts why the charity is investing in a new strategy.

  • Cystic Fibrosis Trust revamps marketing to boost profile

    Thu, 17 May 2012

    Charity eyes wider appeal with branding overhaul.

  • British Gas launches Marketing Academy

    Wed, 25 Apr 2012

    Energy supplier introduces marketing ‘master classes’ in drive to become more customer focused.

  • Are you top of your game?

    26 April 2012

    Four strategies to create a world-class marketing team.

  • Build apps your customers can’t live without

    Wed, 18 Apr 2012

    While social media and gaming brands have been quick to produce apps for tablet devices…

  • Brands should be thinking about how they can engage with Empty Nesters

    Wed, 11 Apr 2012

    “Growing old is getting cooler” says Scott Wilkinson, planning…

  • Respond to your customers, and respond quickly

    Wed, 4 Apr 2012

    Brands risk alienating customers by not engaging with them using their channel of choice.

  • Right place, right reason: digital brand building

    CMO Strategy March 2012

    In the rush to have a presence on Facebook and Twitter, companies can often forget about the importance of digital brand building, but CMOs are now making sure it is on the agenda.

  • Firms need PR's punch

    PR Strategy March 2012

    Business innovators are employing PR professionals as strategists to steer corporate brands forward, recognising that they possess the right skills to engage with consumers and stakeholders

  • Because we’re worth it

    PR Strategy March 2012

    Industry attitudes: while the reputation of corporate PR professionals has improved, according to a study, they still have work to do to convince the CEO and the board of their true potential value, especially in areas such as social media.

  • Staff get involved in a virtuous cycle

    Training Supplement February 2012

    Sky has embraced the concept that positive brand perception starts with a company’s own staff. Its cycling programme is engaging and motivating employees of all levels of athletic ability while building support for its own team, writes Jo Roberts.

  • Quality quest keeps coffee sector full of beans

    Wed, 8 Feb 2012

    Despite the economic squeeze, research shows the trend for a daily coffee shot remains strong and it even set to grow, while the growing cafe culture is boosting people’s desire for quality roasts and affecting their at-home coffee drinking habits.

  • Brands and bands make music festival experience

    9 February 2012

    To get the most out of festival sponsorship, brands need to create experiences that enhance each individual fan’s enjoyment of the event.

  • Learning to handle a new breed of ads

    Digital Strategy Supplement - November 2011

    Five marketers discuss getting the best from online display, the innovations that are helping to perfect its use and whether talk of it overtaking search are greatly exaggerated.

  • Customer titles explore online engagement

    29 September 2011

    As more brands move the readers of their print magazines down a digital route by providing exclusive online content, Jo Roberts asks if the writing is on the wall for hard copy titles.

  • How multiple messages catch the mind's eye

    04 August 2011

    Marketers are using digital technology, customer insight and precision targeting techniques to get the maximum out of their point of sale activity.

  • Building belief

    Mon, 4 Apr 2011

    In a time of economic instability, data could be the backbone to a successful business if marketers can convince their organisation to believe in its power. Jo Roberts reports.

  • We all love (but don't want to pay for) good design

    3 March 2011

    Most marketers agree that design boosts brand perception but few measure its effectiveness and fewer still will be lifting design budgets.

  • The power of NPS

    Wed, 23 Feb 2011

  • Single bond binds hearts and minds

    17 February 2011

    Oxfam is attempting to extend its global reach and increase its income from donations by bringing its campaigns under a single identity.

  • Bearing gifts can smooth relationships

    Wed, 13 Oct 2010

    Marketers’ views vary on the use of vouchers and incentives to build relationships, but many believe they are an effective tool, especially for rewarding staff.

  • Use lessons of past to shape future strategy

    22 July 2010

    The migration to digital techniques may be accelerating, but reports of the death of paper direct mail are an over-exaggeration.

  • Make your brand a tour de force

    15 July 2010

    Today’s highly competitive markets require brands to be more than just product or service providers. Offering participation to consumers and employees is helping some, such as Sky, gain the edge.

  • How to make friends with customers

    Thu, 24 Jun 2010

    Getting in touch with consumers can’t just be a casual affair.

  • Young, connected and Muslim

    24 June 2010

    Muslim consumers are a growing, influential and extremely loyal group, making them a desirable market for mainstream brands. But reaching them requires more than launching Sharia-compliant products. Making inroads to this sector takes deep understanding of the values of this community and building the brand from there.

  • Muslim consumers: The Facts

    24 June 2010

    Muslim consumers are a growing, influential and extremely loyal group, making them a desirable market for mainstream brands. But reaching them requires more than launching Sharia-compliant products. Making inroads to this sector takes deep understanding of the values of this community and building the brand from there.

  • What do women really want?

    Thu, 17 Jun 2010

    Marketers are always warned to stay away from clichés. It has long been recognised that ’pinking’ brands is the least imaginative, patronising way to appeal to a female customer. Yet there are plenty of brands, especially mobile handset ones, that still use this tactic in an attempt to attract female shoppers.

  • Gaming is the new family pastime

    Thu, 10 Jun 2010

    Avid gamers are getting younger, it now seems that a games console is as an important part of family household entertainment as television with 98% of children having a games console in their home. The study which questioned children between the ages of four -14 indicated that the interest in gaming is growing in its appeal.

  • Mini marketers must be treated with kid gloves

    10 June 2010

    With concerns about using children for peer-to-peer marketing being voiced in Whitehall, brands are under pressure to demonstrate they are handling this youth channel responsibly or risk a backlash.

  • Marketers want to go back to school

    Thu, 27 May 2010

    Marketers are regularly criticised for not knowing enough about social media. New online marketing techniques are becoming de rigour before businesses have a chance to become experts. But more than half of marketers are keen to keep up-to-date and be specifically trained in the art of social media, according to our own Marketing Week attitudes research.

  • Tradition is alive in the digital age

    27 May 2010

    The decision by pram manufacturer Silver Cross to embrace social media and diversify its product range shows that heritage brands do not have to abandon their traditional values to survive.

  • A wave of stability hits the nation

    Thu, 20 May 2010

    The health, wealth and happiness index has now been tracking the well-being of the nation for 25 weeks. During this time 2CV has asked a panel of consumers from a range of age groups about how they are feeling.

  • Call to action must make a connection

    20 May 2010

    Recession-led marketing strategies continue to make an emotional connection with consumers concerned about the economy, according to research by TNS.

  • Getting emotional

    Thu, 13 May 2010

    The market research industry is often, and rightly so, accused of being about numbers. For marketers the right numbers can mean a decent budget for the next campaign or project. But the market research industry is turning its hand quite nicely to the more emotional side.

  • Getting all emotional can work wonders

    13 May 2010

    Slowly but surely, the industry is learning how to measure emotional responses and use the results it gets to devise new marketing strategies.

  • Pass it on

    Thu, 6 May 2010

    Predicting how viral a piece of content will become is enormously difficult, some say impossible, but research shows that if a brand bothers to aim the message at its target audience the content is much more likely to be passed on.

  • How will you be watching the World Cup?

    Thu, 29 Apr 2010

    The World Cup is fast approaching and avid football fans are already planning where and how they are going to be watching matches.

  • 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.

  • 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.

  • Marketing to the 100-year old consumer

    Thu, 22 Apr 2010

    We’re not getting any younger. Research tells us that an increasing portion of the population will live to be 100. So what does this mean? Well, aside from the queen and her heirs having to write more telegrams, marketers have a new demographic that they need to get their heads around.

  • 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.

  • 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.

  • Thinking local

    Thu, 15 Apr 2010

    In a city where people can barely make eye contact, it was a surprise to hear a group of London consumers talk about a desire to get closer to their communities.

  • Local strategies for local people

    15 April 2010

    New research has identified an increasing desire for people to reconnect with their local area. But after years of going global, how can companies and brands best form genuine links on a community level?

  • Political personalities

    Thu, 8 Apr 2010

    The election battle, as predicted, commenced this week so with four weeks of intense political marketing, what can the parties do to win over a largely apathetic public?

  • Finding the perfect celebrity match

    Thu, 1 Apr 2010

    Barely an hour passes without an announcement of a celebrity partnership deal. It seems, like the general public, brands can’t get enough of them.

  • Keeping a safe distance builds consumer trust

    01 April 2010

    Marketers need to ensure their use of behavioural targeting techniques do not make internet users feel like they are under Big Brother-style scrutiny, according to the results of research by Addvantage Media and YouGov.

  • Taking a break is in the hands of strangers

    Thu, 25 Mar 2010

    Easter’s fast approaching, and for many it will be the first opportunity for a break in the sunshine this year. The way people are booking a holiday has changed for good, whether it’s a family planning a UK break or an older couple looking to go long haul.

  • Researching consumer’s daily lives

    Thu, 18 Mar 2010

    The problem with focus groups is that those taking part often feel pressured to say certain things. Or, simply resort to talking in clichés.

  • Bringing your brand back from the brink

    18 March 2010

    The internet and in particular social networking sites have changed the rules of handling a branding crisis, yet most companies - Toyota being one of the latest examples - are risking their brands’ reputations by failing to adapt their defence strategies to the real-time and candid nature of the online environment.

  • The financial highs of the market research industry

    Thu, 11 Mar 2010

    Market research is having a good week, judging by some of the positive figures out over the last seven days. While other businesses are struggling to bounce back from a tough couple of years, financial results coming from research agencies show that despite cutbacks to marketing budgets, a healthy chunk is being allocated to those doing the analysis behind the scenes.

  • Keep message consistent on  every channel

    11 March 2010

    Research exclusive to Marketing Week has pinpointed six purchasing personalities based on whether a consumer is shopping with price or a product in mind.

  • On the inside track

    11 March 2010

    A spoonful of microchip and a measure of motherboard are both parts of the recipe that make up a computer. But these ingredient components can be brands in their own right and have to decide how to market themselves.

  • Getting customers to pay more

    Thu, 4 Mar 2010

    When a new brand launches and compares itself to the rest of the market, it must be tempting to put a price tag below your competitors or simply a few pence more.

  • Voicing your ethical stance

    04 March 2010

    A green glow underneath the golden arches logo outside McDonald’s European restaurants is supposed to promote that the fast-food chain is an eco-friendly company. But is this enough to convince consumers that it is a sustainable brand?

  • Betfair plays a game of two sides

    04 March 2010

    Football pundits normally roll out the sporting clichés and give us the benefit of their wisdom in television studios and on the airwaves, but betting exchange brand Betfair is now signing up their services in an attempt to promote its offering.

  • How to keep the customer on your side

    04 March 2010

    Customer loyalty, multiple sales channels and social media are just three challenges facing the retail sector. Six experienced executives give Marketing Week their views.

  • Why bother with product placement?

    Thu, 25 Feb 2010

    The effectiveness of product placement really does need to be questioned. Results of research carried out by Lightspeed, for Marketing Week, are, frankly, terrible for anyone who thought they’d make some extra cash from a Government decision to allow brands to advertise within television shows.

  • A YouTube-style service for marketers

    Thu, 18 Feb 2010

    A YouTube-style service is being launched for marketers to enable them to access videos made by young people.

  • How can you make your brand's value rocket?

    18 February 2010

    The recession has been the making or breaking of many brands, and those that have used the time to reappraise their role in the changing market are now scaling up the 2010 Brand Finance Global 500 list to become the world’s power brands.

  • Charities need clever thinking

    Wed, 10 Feb 2010

    Feeling charitable might have been enough of an incentive for people to donate their money to good causes a few years ago, but faced with tougher choices these days, it appears consumers need more evidence before dipping into their pockets.

  • Learning from others' mistakes

    Wed, 3 Feb 2010

    The old adage ‘you learn from your mistakes’ has been adapted slightly for a more risk-adverse marketer. Instead, FMCG brands can learn from others’ mistakes, according to the latest research from Datamonitor.

  • Nissan to take design-led positioning

    Wed, 3 Feb 2010

    Nissan will use the launch of its Cube model next week to unveil a repositioning of the car marque as a design-led brand.

  • Mobilise the people to shape your brand

    04 February 2010

    The ability of personal recommendation online to sway purchasing decisions is well known, but some major brands are taking the concept of consumer influence a step further, harnessing its power to reposition brands, develop new products and broaden appeal.By Jo Roberts

  • Merging the online and offline world

    Wed, 27 Jan 2010

    Many high street stores are still suffering from the effects of the recession and won’t be greatly comforted that economic growth has risen by a paltry 0.1% in the last three months of 2009, according to the Office of National Statistics.

  • PEER PANEL: Market research

    28 January 2010

    With research the key to product development, six specialists in the sector answer questions posed by Marketing Week about the burning issues that face the discipline.

  • Bring all sales channels under one umbrella

    28 January 2010

    Retailers allow up to 60% of potential customers to slip through numerous gaps in their multichannel purchasing strategies, and must better integrate their online and high street operations.

  • Research shows mobile marketers not meeting consumer needs

    Wed, 20 Jan 2010

    The gap between what marketers think consumers want and what consumers actually want has been exposed by a survey into mobile use by Essential Research.

  • Putting a new face on your brand

    21 January 2010

    Calling time on TV advertising for alcohol brands looks more likely after a Health Select Committee’s report last week. But an allout ban need not spell disaster for this already promotionally fettered industry: it could lead to new highs of creative strategic thinking.

  • A new generation

    Wed, 13 Jan 2010

    We’ve had an “alphabet generation” for a while now. After all, we have generation Y and generation X. But now Disney’s research has discovered a generation with a new letter in it: Generation XD.

  • Start the new decade with an upper hand

    07 January 2010

    While some pundits predict the worst is behind us, others say 2010 brings more economic hardship, leaving marketers in a quandary over how to plan ahead. But experts have spotted several key trends emerging from the uncertainty to help meet the challenges ahead.

  • Don’t just reach for the stars

    17 December 2009

    Consumers are attracted to celebrity endorsed products and many want to see more local stars being used, but there is rowing cynicism of their blanket use and of personalities having multiple brand deals.

  • Tackling the complexities of young media multitaskers

    Wed, 9 Dec 2009

    Teenagers are regularly portrayed as spending hours on the computer by themselves, but according to research by Forrester into media consumption habits amongst 12 - 17- year-olds across Europe, young people like to use multiple media while hanging out with their friends.

  • The guilt appeal

    10 December 2009

    Guilt marketing is a tried-and-tested tactic to affect consumer behaviour, and the opportunities to play on it are growing as it becomes the predominant emotion in modern lives. But is such a negative focus effective in the long term?

  • Thrifty spending continues

    Thu, 3 Dec 2009

    The latest Crunchonomics report shows that it’s extremely difficult to predict consumer spending habits. Earlier in the year we were told that people visiting the cinema was very much on the up as a cheaper alternative to a night out on the tiles.

  • The state of the nation

    Wed, 25 Nov 2009

    Understanding the state of the nation is imperative as marketers seek to provide for consumer needs. The launch of a basic range of groceries in supermarkets to appeal to those who are feeling the effects of the recession has led the sector to be seen as the most helpful during the economic crisis in our latest trends report (see link below).

  • Brands raise own profiles in one-off high street outlets

    26 November 2009

    The pop-up shop concept is the latest antidote to lookalike high streets with more previously online-only retailers predicted to use the tactic to give them a physical presence.

  • The consumer champions for our hard times

    26 November 2009

    Two years ago the public were distrustful of the supermarkets’ power, but a new study shows retailers are now trusted more than the Government to be truthful and helpful in the recession. By Jo Roberts

  • Festive splurge or Christmas cutback

    Wed, 18 Nov 2009

    It’s time to talk about Christmas shopping, people. Apologies for broaching the subject before December has even begun, but it appears there is already much debate about how the economy is going to affect the way we celebrate this year. Various research agencies are trying to use their skills to anticipate 2009’s shopping trends.

  • Girltalk lays a strong base for growth

    19 November 2009

    Cult make-up brand Barry M aims to be as big as Rimmel and has launched a social networking site to harness the help of consumer power.

  • The market research crystal ball

    Wed, 11 Nov 2009

    In this week’s Market Research Marketplace report we ask the experts to look into their crystal ball to give their views of what’s in store for 2010 for market research.

  • The future of market research

    Wed, 4 Nov 2009

    The online world is causing market researchers as much difficulty as marketers. Is online a threat to traditional methods of market research or an opportunity? This and much more was debated yesterday at the International Journal of Market Research Methods Forum.

  • Consumer at the centre of Philips philosophy

    05 November 2009

    Such fundamental changes have been taking place in the marketing function of global electronics business Philips that its Sense and Simplicity brand strategy is now more than a tagline, says its chief marketer.

  • Share and share alike

    Wed, 28 Oct 2009

    This has been a week of sharing. Brands are joining forces to get the most out of market research. One collection of brands is joining together to create The Consumer Forum (see story below). The aim of this body founded by Simon Calver, the chief executive of Lovefilm, is to interact better with consumers. Calver says that focus groups have been too reactive in the past and, The Consumer Forum’s aim is to involve real people in the process.

  • Borders looks to offload online arm

    Wed, 28 Oct 2009

    Borders is looking to offload the online arm of its business to focus on its core store offering.

  • Journey to next frontier is long-haul destination

    28 October 2009

    Chief marketing officer Tom Seddon is bullish about hotel giant IHG’s ability to show the business world what the future of marketing looks like. He tells Jo Roberts his vision of the future revolves around strong relationships with customers

  • Social messages win over a teenage audience

    Thu, 22 Oct 2009

    Communicating to a younger generation with an authentic voice can be difficult to achieve. The Conservative Party is trying to get its messages across to that hard-to-reach youth audience via online music service Spotify. Its 40-second ad features party chairman Eric Pickles talking about the issue of debt and then telling Spotify listeners to “vote Tory”.

  • IHG to refresh Crowne Plaza positioning

    Tue, 20 Oct 2009

    Intercontinental Hotels Group is trialling new formats at its Crowne Plaza chain with the aim of repositioning the brand.

  • Government puts youth messages to rap music

    21 October 2009

    An urban rap artist better known on the streets of east London than the corridors of power in Whitehall is helping the Government get its message across to young people from ethnic minorities.

  • Deliver results from letterbox to inbox

    21 October 2009

    Direct mail is associated mainly with letterboxes, but the latest incarnation of the discipline sees brands driving consumers straight from the doormat to the computer keyboard. By Jo Roberts

  • Gaming is not just for boys

    Wed, 14 Oct 2009

    The fact that females are gaming for fun shouldn’t come as any great surprise. The introduction of family friendly gaming consoles such as Nintendo Wii has made gaming more of a sociable pastime these days. There’s much more variety of genres these days too - games are no longer just variations on a ‘shoot-em-up’ theme.

  • Women get thrills from playing games

    14 October

    New research suggests advertisers looking for a communications channel that allows them to engage with women should focus on computer games.

  • Morrisons drives ethical shopping with a value-for-money price tag

    Wed, 7 Oct 2009

    Research can throw up some interesting results which often defy general assumptions made by business and consumers. The latest survey by Responsible Research called ‘Reality Bites’ into food shopping attitudes is a case in point.

  • Agents of change

    08 October 2009

    M&As are back on the agenda, and the frontline force for brands - marketers - have the hard task of fusing clashing cultures and forging new brand allegiances. But with skill, this tricky process can become a rewarding experience.

  • A new breed of consumer challenges marketers

    Wed, 30 Sep 2009

    Captivating the consumer with engaging ads has always been a challenge for marketers. As consumers engage with multiple channels reaching the right audience, at the right time, in the right way is getting even harder.

  • Not just a pretty face

    30 September 2009

    Perricone MD, the US skincare brand at the cutting edge of the ‘cosmeceutical’ trend, has come to the UK, with a campaign that eschews the perceived wisdom of using ‘a beautiful face’ to sell the products.

  • Unilever's Sara Lee purchase 'in conflict with global plan'

    30 September 2009

    £1.16bn ‘local brands’ deal would make no sense for Unilever, says senior analyst.

  • Unilever sees Sara Lee bolstering skin cleansing range

    Mon, 28 Sep 2009

    Unilever chairman Dave Lewis explains that the acquisition of Sara Lee brands will give the consumer goods company a “significant strengthening” of its portfolio, especially in skin cleansing.

  • Can Ibiza rock without a new headline sponsor

    Mon, 28 Sep 2009

    As the sun sets on this year’s summer party season, Jo Roberts sits down with the Ibiza Rocks team to talk candidly about the highs and lows of sponsorship

  • Keeping a promise can do wonders for the bottom line

    Wed, 23 Sep 2009

    Making wild, unsubstantiated claims is not going to endear you to the consumer or do your business any favours. Apparently businesses are finally learning this lesson. In this year’s Promise Index, that tracks which businesses are sticking to their word, the gap between image and experience is getting smaller. Essentially, what brands are saying about themselves is getting closer to reality.

  • 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.

  • 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.

  • One-to-one conversation is key to a consumer’s heart

    Wed, 16 Sep 2009

    Brand love seems to be on the wane. A study carried out by Targetbase Claydon Heeley unveiled that while the top 10 leading brands score highly on value, none scored higher than 30% for love. The brands in the study include British institutions such as Marks & Spencer and the Post Office. Apparently these brands just aren’t engaging with their customers.

  • Reaching out beyond the mainstream

    17 September 2009

    Whether the UK’s growing diversity presents a business opportunity or fresh audiences for public service messages, targeting requires a different approach.

  • Second hand is not just for students

    Wed, 2 Sep 2009

    It used to be the case that second-hand items were only good enough for those who couldn’t afford to buy new. The feeling of opening a crisp, shiny new book was something that many weren’t willing to trade for a cheaper price.

  • Interim marketers see rise in pay

    Wed, 2 Sep 2009

    The current climate is looking positive for interim marketing managers with pay on the rise as companies look to gain a competitive advantage.

  • Troubleshooters bail out brands

    3 September 2009

    As more companies do away with marketing directors and use interim marketers who specialise in short-term project management, Jo Roberts asks whether this will have a long-term impact on how marketers view their careers.

  • John Lewis glossy aims to add kudos to customer titles

    3 September 2009

    John Lewis is launching an in-store magazine based along the lines of a newsstand glossy in the hope that customers won’t dismiss the freebie as mere promotional bumf.

  • Put diversification down to experience

    27 August 2009

    Far from disappearing during the recession, corporate hospitality is evolving. One-size-fits-all packages are being shunned as clients demand innovative, personalised events that won’t break the budget.

  • Social change adds colour to grey market

    27 August 2009

    Reaching 50 no longer means slipping on furry slippers and curling up on the sofa with a cup of cocoa. Now financial marketers must get to grips with this age group’s many and varied sub-sectors if they are to gain from its growth.

  • Think small for the potential of big rewards

    20 August 2009

    Research shows small firms are keener than ever to review their suppliers - a golden opportunity for service providers to demonstrate how they can be of value to the SME and win new business.

  • Just what is television?

    Wed, 12 Aug 2009

    Thinkbox, defender of commercial television, has been, well, defending the medium. In doing so, Tess Alps, chief executive of the TV marketing body, raises some interesting points on the definition of television.

  • Marketing in a recession

    13 August 2009

    Brands should beware of adopting a one-size-fits-all approach to marketing in a recession, according to research by TNS, and should focus on the values their customers trust.

  • Beyond the screen

    06 August 2009

    Video may not have killed the radio star but it certainly seems to be triumphing online. There were 971 million display ads placed around video during April in the UK as consumers logged on to be entertained by content on a variety of branded sites, social networks and blogs according to comScore.

  • Analysis: How effective will the Waitrose/John Lewis link-up be?

    06 August 2009

    Evidence suggests that Waitrose’s premium-loving customers would buy John Lewis products in the supermarket, but how far can a link-up boost the sister brands?

  • Brand tribes in Asia

    23 July 2009

    Marketers planning a campaign in Asia should avoid targeting by demographics and instead focus on the five brand tribes identified by recent research.

  • O2 Money to launch with heavyweight campaign

    Wed, 15 Jul 2009

    O2 is planning to enter the financial services market under the brand O2 Money and will launch a heavyweight marketing campaign in support of the initiative.

  • Developing commercial skills

    16 July 2009

    The CIM is concerned that marketers are placing too much emphasis on creative ideas at the expense of sound business sense, and has launched the Infinity Model to help them assess whether their campaigns can contribute real corporate value.

  • O2 banking on trusted brand status to unlock the financial services door

    16 July 2009

    Mobile operator’s launch of pre-paid Visa cards marks first step on a journey that aims to take the brand in a new direction.

  • Music festival sponsorship

    09 July 2009

    Food and drink brands may have a natural synergy with summer music events, but other sectors can get a return on their investment in festival sponsorship if they fit and enhance the mood, environment and audience profile.

  • Selling London to the world

    02 July 2009

    In the middle of a world recession, promoting London to international businesses as the best place to set up a new venture may seem like a daunting task. But Think London seems to have nailed it.

  • Women's tennis seeks advantage from glamour spin

    25 June 2009

    The WTA aims to make women’s tennis more appealing to the young through marketing that pushes the lifestyle elements of the sport as well as on-court performances.

  • Trends: Media multitaskers

    Wed, 10 Jun 2009

    As consumers increasingly watch TV and use the internet simultaneously, marketers must think creatively to get their brand messages across to the surprisingly wide spectrum of media multitaskers.

  • To boldly go ...

    28 May 2009

    Marketers are taking a giant leap into uncharted territory, experimenting with futuristic techniques for branding, marketing, advertising and promotions. From the unconventional to the truly space age, businesses are seizing the moment to make an impact. From futuristic cars to light-up clothing, companies are trying to find new ways of attracting customers.Also in this article

  • Value exchange deals put brands among the stars

    28 May 2009

    Marketers forced to cope with shrinking budgets had to trade goods for exposure at the ultra high profile gathering of big screen glitterati. Jo Roberts reports from the south of France

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