Marketing Week
Lucy Handley Editorial
Deputy Features Editor
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It pays to know your target audience
Wed, 23 May 2012
Knowing who your customers actually are has never been more important. Research shown to Marketing Week reveals…
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Data technology means marketing is at a tipping point
Thu, 17 May 2012
Social media will soon be able to link with CRM systems - meaning more personal communication with people.
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Q&A: Clive Roach, social media strategist for Philips Healthcare
Thu, 17 May 2012
Clive Roach, social media strategist for Philips Healthcare, explains how B2B brands can use social media.
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Brand heads must not ignore mid-market consumers
Wed, 16 May 2012
The ‘prize’ audience for brands has been thought of as the ABC1 demographic, the people with…
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Business giant builds a global consumer brand
17 May 2012
Lenovo might have the second-largest share of the global PC market, but chief marketing officer David Roman tells Lucy Handley why the international technology business is working to increase its brand awareness.
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I don't get Jamie Oliver's connection with Samsung
Mon, 14 May 2012
Jamie Oliver has launched Samsung’s Olympic running app, but I’m not sure about his involvement with the brand.
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Brands must make consumers feel safe on the web
Wed, 9 May 2012
Marketers who want to sell their products via the internet on smart phones should be focusing on…
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Being helpful to mums will pay off
Wed, 2 May 2012
Retailers and brands must think carefully about how to be helpful to mothers, according to research seen by Marketing Week.
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Feeling frayed by the tug-of-war between future and instant targets?
3 May 2012
The struggle for marketers to balance short-term reporting and long-term strategy.
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Age is irrelevant to what marketers must learn immediately
Fri, 27 Apr 2012
A senior figure worries about the ‘ageing population of marketers’, but this isn’t an ageist debate.
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Marketers assess digital’s opportunities and threats
Fri, 27 Apr 2012
Top marketers at some of the world’s biggest brands have warned the rise of digital marketing presents as many threats as opportunities and the marketing community needs to be wary of over-investment in tools that are not appropriate for their business.
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TV brands must communicate how smart they are
Wed, 25 Apr 2012
You might think that people would understand the idea that many new TV sets on the market can also be…
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Why mums go online for deals and advice
26 April 2012
New mothers are more likely than the rest of the population to look for deals and advice on mobile websites, according to research seen by Marketing Week, which also reveals they have been known to use shopping trips as a way to escape the kids.
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Nestlé eyes internal social network
Tue, 24 Apr 2012
Nestle is developing an internal social network to ‘crowdsource’ innovation ideas from employees across the world.
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Q&A: SCA president of global hygiene Christoph Michalski
Tue, 24 Apr 2012
Christoph Michalski talks about marketing its products - including Bodyform, Plenty and Cushelle in the UK - in 100 markets around the world, as well as SCA as a corporate brand.
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‘Ageing marketers risk being out of touch’
Mon, 23 Apr 2012
Senior marketers that started their careers before digital need to work harder than younger colleagues, according to the top marketer at Velvet and Bodyform owner SCA.
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Marketers ‘like kids in candy store’ over digital
Fri, 20 Apr 2012
Colgate-Palmolive CMO warns over inappropriate use of digital but says that technology has changed ‘formulaic’ habits.
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Interactive TV brands need to turn up volume
19 April 2012
Many people don’t know what smart TVs can do for them, according to research seen by Marketing Week. Marketers must explain the benefits of interactive sets to improve take-up.
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‘CEOs must be obsessed with brand or fail’
Tue, 17 Apr 2012
Former Vodafone and Coca-Cola marketer David Wheldon says CEOs must act like brand directors.
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Marketers take product design role at Lenovo
Wed, 11 Apr 2012
Computer maker creates product unit within marketing team to put consumers at the centre of its innovation strategy.
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Q&A: Jim Stikeleather, chief innovation officer, Dell
Data Strategy April 2012
Jim Stikeleather is chief innovation officer at Dell. Lucy Handley speaks to him about managing data in a large business, how to make the most out of data produced by social media, and cyber crime.
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Tablets are at cutting edge of multitasking
12 April 2012
New research shows that tablet computer owners buy and use more functional apps to help them with business and finance than they do gaming and social apps. They are also likely to use their devices at the same time as they watch TV.
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Debranding: The great name-dropping gamble
5 April 2012
Why the world’s biggest companies are removing their brand names from their products.
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Brands must get set for the swift response
29 March 2012
People expect a brand to respond to both complaints and positive feedback posted online, and it is Facebook rather than Twitter where they prefer the line of communication to be, says exclusive research.
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How to run a portfolio of brands
CMO Strategy March 2012
KMI brands has been called ‘a boutique P&G’. Lucy Handley talks to chief executive Herbie Dayal about managing its property of brands.
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Hatching a new way to do business
22 March 2012
What big brands can learn from the innovation culture at small companies.
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Isn’t it mums that sponsor P&G rather than the other way around?
Thu, 15 Mar 2012
As Mother’s Day approaches, I wonder what consumers think about…
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Q&A: Georges-Edouard Dias, L'Oreal
Digital Strategy March 2012
“Purchasing is the point when you can start to have a conversation…”
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Scotland gets taste for fresh fruit and veg
15 March 2012
Research reveals that consumers north of the border are putting a higher percentage of healthy produce in their shopping baskets than the rest of Britain.
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Going undercover key to insight from frontline
8 March 2012
Mystery shopping is heading in a new direction as company leaders don disguises and assume false names to get the inside story on their brand from staff on the shopfloor.
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Q&A: Spar UK MD Debbie Robinson
Tue, 6 Mar 2012
Spar MD Debbie Robinson explains the key trends and challenges for the symbol group in Olympic year.
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The fifth ‘P’ of marketing: premium shopper experience
Thu, 1 Mar 2012
Ken McMeikan, the chief executive of Greggs, says in this week’s cover story that one way to save…
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Greggs finds ingredient for growth on Facebook
1 March 2012
The bakery chain’s CEO Ken McMeikan reveals how he turns feedback into profit.
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‘Little and local’ back in fashion
23 February 2012
As major multiples enter the booming convenience store market, established corner shop operators are stepping up their efforts to meet higher expectations.
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What has marketing got to do with organ donation?
Wed, 15 Feb 2012
Marketing techniques can help change perceptions and save 1,000 lives a year.
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Six codes that reveal a brand's real personality
2 February 2012
Research seen exclusively by Marketing Week identifies six styles of language that marketers use to communicate their company’s personality. Is your brand cool, caring or sociable? asks Lucy Handley.
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Will plans for strict data law make for better marketers?
Tue, 31 Jan 2012
Marketers have attacked plans for new rules which may force them to gain more explicit consent...
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Online sales means quick response CRM systems
26 January 2012
Retailers hoping to increase online sales need to develop CRM systems that are able to respond quickly to customer queries and keep a one-to-one dialogue going.
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Is the Young Versace ad starring Cindy Crawford’s daughter too much, too young?
Thu, 19 Jan 2012
Kaia Gerber, the ten-year-old daughter of supermodel Cindy Crawford and…
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Research and insight: endeavour to see how the customer sees
19 January 2012
Five insight experts tell Lucy Handley their high points from last year and their plans for this - including coping with a budget squeeze - and the skill to getting better results from research
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Kripsy Kreme hopes to make ‘friends’ with customers
12 January 2012
The brand’s chief marketing officer Judith Denby describes her struggle keeping a ‘treat’ brand in the mind of consumers who may visit just twice a year and how concentrating on ‘friendship’ is the way forward.
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The champagne brand that’s a little bit crazy
Wed, 21 Dec 2011
Champagne brand Nicolas Feuillatte is a relative newcomer to the world of bubbly but this allows itto“break the rules” of luxury marketing.
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Brands who entrust their precious business to others
15 December 2011
The brand is your baby - what happens when you hand control of your most precious asset to outsiders?
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Baby boomers key to brand segmentation
1 December 2011
Brands popular with baby boomers are using the similarities in attitudes the generation has with a younger demographic to market their products and services across a wider age range.
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How fit is your business for growth?
Mon, 28 Nov 2011
Even in the biggest consumer businesses, it can be hard to explain the role of marketing to the rest of the company.
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Quotas and targets are good for getting women into senior marketing roles
Thu, 24 Nov 2011
Earlier this month, home secretary Theresa May said she wants 50% of board appointments to be made to women by 2015. So how can female marketers get higher up the career ladder?
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Veolia puts staff engagement to the fore
Tue, 22 Nov 2011
Veolia Environmental Services cleaned up in the B2B category at the Marketing Week Engage Awards 2011. What’s it been up to since?
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L’Oreal looks to ramp up geo-location marketing
Tue, 22 Nov 2011
The cosmetic firm hopes to target baby boomers with digital activity that frees up leisure time.
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Sir Martin Sorrell: ‘The power in companies will shift to marketing’
Thu, 17 Nov 2011
Marketers will have an increasing amount of power in companies over the next ten years as technological and geographical shifts make their roles more important, says WPP chief executive Sir Martin Sorrell.
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Authenticity adds weight to health claims
17 November 2011
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Great Christmas ad from Boots - so why do I feel alienated?
Wed, 9 Nov 2011
Boots recently launched its great Christmas 60 second TV ad, featuring women plotting for the festive season, Mission Impossible-style. But I’m put off by its over-packaged gifts.
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Is effort the new loyalty?
10 November 2011
Customer service is a vital element for brand loyalty and part of this is making it as easy as possible for consumers to find answers to their questions. Collecting data from interactions can help smooth the process
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Why customer experience is the new marketing
Wed, 2 Nov 2011
It seems pretty obvious that the experience someone has of a brand will colour their opinion of it and whether they go back to it.
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Q&A with MTV director of television UK and Ireland
3 November 2011
Kerry Taylor, director of television, senior vice president content and creative, MTV UK & Ireland explains how the brand extends its reach beyond music and the TV screen
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Do consumers care about calories?
27 October 2011
Research commissioned by Marketing Week shows people welcome calorie and nutritional content on fast food good news for brands wanting to help stem ’the tide of obesity’. But their stance must be informative, not preachy.
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Making DM relevant
20 October 2011
Do you want to know an open secret? Marketers who prefer an all-singing, all-dancing creative would do better to focus on making DM relevant to their target audience, according to an annual study seen by Marketing Week.
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Direct mail is driving me mad
Mon, 17 Oct 2011
Since recently writing or editing a couple of features about direct mail and email and its growing popularity, several pieces of unwanted DM have dropped through my letterbox.
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The brands that run rings around their rivals
06 October 2011
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New British Airways ads lack the tingle factor
Mon, 3 Oct 2011
Watching Grand Designs two weeks in a row has exposed me to several new ad campaigns. Perhaps I should be seeking them out anyway, but I try to view these things as a consumer as well as a marketing journalist.
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High Street
Tue, 27 Sep 2011
Marketing Week’s cover story ‘How to repair Britain’s crumbling high streets’ published earlier this month attracted a lot of comment online and in the magazine.
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Risky Marketers
Tue, 27 Sep 2011
Should marketers take more risks?
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Why The Big Issue brand needs a rethink
Tue, 27 Sep 2011
Walking through London’s Southbank I bought The Big Issue magazine from a chatty vendor sheltering under a bridge from the rain.
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One man, one vision
Data Strategy Online September
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How a digital focus will help ESPN prove it is a worthy UK contender
15 September 2011
ESPN International’s head of digital media Tom Gleeson and ad sales chief Alan Fagan presentthe sports broadcaster’s plans for gaining ground in the UK against major players Sky and theBBC, and using interactive elements to up the stakes.
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Brands need to spread a little low-cost happiness
08 September 2011
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Morrisons as an educator
Wed, 31 Aug 2011
Explore our five-step guide to retail survival, here Find out how Aurora Fashions is using Marketing Week’s advice to repair cracks in retail strategy,
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How to repair Britain’s crumbling high streets
01 September 2011
High street sales may have hit their lowest point for 15 months, but Marketing Week’s five-step guide will ensure brands not only survive but thrive now the cracks are showing across Britain’s retail landscape.
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Roll up for brand bundling
25 August 2011
How big businesses are using collective marketing campaigns to beat budget cuts
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Q&A: Rob Grimshaw, managing director, FT.com
18 August 2011
A fearless FT pushes ahead in the changing media environment.
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Guardian’s data focus will be good for advertisers
Tue, 16 Aug 2011
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Two new TV studies could offer clarity for brands
Wed, 10 Aug 2011
The online world is gradually embracing the idea that more people will be accessing the internet through their mobile devices rather than on desktop computers in a few short years. Google says it has a ’mobile first’ strategy, FT.com is working hard to make its new web app available on various types of mobile device and
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Making it to the top
11 August 2011
The five-point plan for any marketer aiming to become a CEO - by those who have done it
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Kraft data tool part of new marketing approach
Mon, 8 Aug 2011
Kraft is piloting a suite of electronic brand tools that use data to plot the most effective marketing investment for its brands.
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Q&A with Kraft’s top European marketer
Fri, 5 Aug 2011
Daryl Fielding, vice president, marketing, Kraft Foods Europe
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Culture of openness gets the thumbs up
04 August 2011
A new marketing theory called ’likeonomics’ argues that a policy of total honesty, simplicity and humanity will encourage more consumers to like your brand, resulting in more business impact.
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'Marketers must get out of comfort zone to progress'
Tue, 2 Aug 2011
Marketers must step out of their “comfort zone” and embrace all areas of the company to become an MD or CEO of an organisation, according to senior marketers that have made the leap.
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DFS seeks first CMO to build brand
Fri, 29 Jul 2011
Furniture retailer DFS is looking to hire its first chief marketing officer with a brief to bolster brand building activity.
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Changing perceptions of the Paralympic brand
Wed, 20 Jul 2011
Check out our cover feature on the compelling brand opportunity for those that have bought into the Paralympic spirit, here To find out why Sainsbury’s is sponsoring solely the Paralympics, ...
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Paralympics is no leap of faith for 2012 sponsors
21 July 2011
The organisers of London 2012 are selling it as a Games of equal halves, but sponsors that buy into the Paralympics spirit stand to achieve a higher brand performance than they would from mere event ’billboarding’.
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Why multichannel content is still king
14 July 2011
Customer magazines are overcoming the economic downturn as brands increase the range of multichannel content on offer in their consumer communications.
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Bringing Polaroid into sharper focus
30 June 2011
The iconic eyewear brand lost its way in the 1990s, but is revitalising itself. With the move to 3D technology and Lada Gaga as creative director, Chris Knight says marketing must do much of the work.
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Online retailers beat bricks and mortar customer service
Thu, 16 Jun 2011
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Too posh to push direct?
16 June2011
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Waitrose aims to be fit and sexy
Thu, 9 Jun 2011
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Brand is powerhouse of business success
Wed, 11 May 2011
Millward Brown’s BrandZ top 100 global brands demonstrates what great marketing can do. The brands on the list have increased in value by more than 64% since the ranking started five years ago, whereas the S&P 500 companies’ value has decreased overall, as
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Viewpoint: Lucy Handley: Marketing Week feature writer
Wed, 4 May 2011
Find out how Ashley Stockwell the Virgin Group powerhouse of 20 years plans to build a new brand from scratch in his new role at Global Ethics, hereLearn more about Stockwell’s 18-month plan to drive the success of ...
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When personal crosses the line into pushy
28 April 2011
Marketers might think that social media is the holy grail of emotional connection with a consumer, but they need to make sure their websites and emails are personalised, not intrusive, for maximum engagement.
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Consumers use smartphones to make tills ring
14 April 2011
Brands that fail to develop mobile commerce sites will miss out on the huge potential this purchasing path offers, according to research seen exclusively by Marketing Week. By Lucy Handley.
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Lenovo plots global push to vie with Dell and Apple
Thu, 31 Mar 2011
Computer maker Lenovo will launch its first global consumer marketing campaign this year as it makes a bid to take on the likes of Dell, Apple and Samsung outside of its core Asian markets.
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Isolate users to fulfil your web potential
31 March 2011
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Removing exclusive tags risks permanent damage
24 March 2011
In an effort to overcome falling sales, more high-end brands are ripping up their self-imposed rule book and seeking mass appeal by embracing ecommerce and social media.
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Time to brush up on your floor play?
17 March 2011
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Gambling on the future...
10 March 2011
Three-quarters of marketing chiefs plan to restructure their departments this year to keep pace with the demands of digital media, according to research exclusive to Marketing Week.
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Social media experts explain best campaign practice
Fri, 25 Feb 2011
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Live shows deepen the brand experience
10 February 2011
Live events are arguably the ultimate brand experience. Indoor shows lend themselves to television or magazine extensions, allowing viewers to immerse themselves in their favourite media brands, while trade shows are expert in getting deals done between visitors and those selling their wares.
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Olympic sponsor has 3D vision of a bright future
3 February 2011
Q&A Andrew Denham: Marketing director, Panasonic UK
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Are you being served by thirst for innovation?
3 February 2011
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Brands gain exposure to uncharted channels
27 January 2011
Licensing a brand name to the right kind of products can make a business a fortune, and it’s not just children’s TV and film characters that are popular. Grown-up brands are getting in on the act, finds Lucy Handley.
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iPhone named UK's most "desirable" brand
Wed, 19 Jan 2011
Apple’s iPhone has been named the UK’s most desirable brand, according to research shown exclusively to Marketing Week.
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Raise the temperature: How to increase 'brand desire' and get your customers hot under the collar
20 January 2011
Thou shalt be coveted: A study shows that brands which kindle desire from consumers perform best financially - and it is not just aspirational designer goods that inspire this response. Here’s how to fan the flames of desire for your brand.
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Brands have a role to play in virtual reality
6 January 2011
Xbox, Wii and PlayStation dominate the gaming market, but casual gaming on mobiles is hot on their heels. Lucy Handley looks at new research charting the rise of gaming on Facebook.
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Panasonic to shift focus to digital
Wed, 15 Dec 2010
Electronics brand Panasonic is to shift the majority of its £60m UK marketing budget to digital activity next year.
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Profile: David Lauren
16 December 2010
Gut instinct fires real passion for fashion: Ralph Lauren’s son David is in charge of the iconic American fashion house’s global marketing. He talks to Lucy Handley about using his intuition and technological innovation to expand the $5bn brand.
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Marketers fail to link strategy with business goals
Wed, 8 Dec 2010
Marketers risk losing influence in the boardroom after a report found that the overwhelming majority are failing to properly link marketing with overall business strategy.
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Brand leaders tune into the business channel
9th December 2010
Full integration between marketing capability and business strategy remains an unfulfilled promise, according to a recent in-depth study, and is preventing marketers from driving growth.
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Innovative media planning helped Disney Pixar win award
Tue, 7 Dec 2010
Disney strolled away with the Engage Awards 2010 media category trophy this year for its work on heart-warming animated film Up and used the learnings from the media strategy to help turn Toy Story 3 into a success.
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Maximise yoursearch appeal
2nd December 2010
The internet has revolutionised fashion retailing. But are the big stores making the most of it? New research seen exclusively by Marketing Week shows who’s hot on SEO and who’s not.
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Brands that use mobile receive better reception
25 November 2010
Brands can make a strong connection with consumers bitten by the travel bug by focusing their marketing strategy on mobile devices, according to research seen exclusively by Marketing Week. By Lucy Handley
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Get down to business with use of insight
18 November 2010
DM gets good results for business brands yet few are maximising its potential by applying measurement strategies. Lucy Handley looks at how to get the most from your campaigns
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Getting the measure of the retail mix
11 November 2010
New technology means that the online and offline retail worlds are almost on a collision course for some retailers and FMCG brands. Six experts discuss the issues with Lucy Handley
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Brands place trust in return to tradition
4 November 2010
The latest annual DMA GAP tracking study, seen exclusively by Marketing Week, reveals physical direct mail is making a comeback but DM specialists will achieve more cut-through if they pay greater attention to consumers’opinions.
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Marketing in crisis?
Fri, 29 Oct 2010
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The boardroom verdict
28 October 2010
More marketers may be taking seats in the boardroom, but its members are still struggling to understand exactly what the discipline can do for a business. Board members at big brands tell Lucy Handley what they really think of marketing in an era where procurement and the finance director are king
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Marketing budgets should be cut, says "father of integrated marketing"
Tue, 26 Oct 2010
Marketers should look to spend less money and turn marketing into a profit centre, according to a leading marketing academic.
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Molson Coors rethinks Carling positioning to broaden appeal
Wed, 20 Oct 2010
Molson Coors is to evaluate the positioning of its flagship brand Carling next year in an attempt to broaden the lager’s appeal.
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Only here to put cheer back into beer market
21 October 2010
The chief executive and marketing director of Molson Coors talk to Lucy Handley about getting more people into beer, going global and keeping Carling at number one in the sales charts
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Finance brand custodian takes his sporting chance
Wed, 13 Oct 2010
Investec has extended its UK sponsorships with a deal with Tottenham Hotspur. Here, the banking and asset management group’s global head of marketing explains the South African brand’s strategy.
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Does your brand need a change of direction?
7 October 2010
It was once all so simple: products were either marketed from a quality or a price position. But an era of austerity, a looming VAT rise and pricier raw materials are forcing brands to desert their old strategies.
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Marketing makes a heavyweight impact beyond boardroom walls
30 September 2010
Marketing, believe it or not, isn’t always about selling. It might sound dramatic, but it can sometimes save lives.
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Waitrose marketing chief on price match push
Tue, 28 Sep 2010
Waitrose marketing director Rupert Thomas says the supermarket’s vow to match Tesco prices on a 1000 branded goods is about varying its message to push price in addition to its quality credentials.
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Condé Nast outlines digital strategy
Wed, 15 Sep 2010
Publisher Condé Nast is to launch iPad apps for Vogue and Wired in the UK in November.
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Online brands get measure of digital natives
9 September 2010
Brands wishing to take their social media strategies a stage further must tailor their approach towards hardcore advocates - and make transactional websites easier to reach - according to research seen exclusively by Marketing Week.
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Brands are the vital ingredient of health drive
2 September 2010
New research suggests brands need to take the lead in a healthy food drive, as health minister Andrew Lansley announces plans to reduce public spending on the Change4Life campaign.
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Switching roles can help better understand a brand
Fri, 27 Aug 2010
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Media owners in the data lab
Fri, 20 Aug 2010
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Great media experiment becomes a balancing act
19 August 2010
Marketing Week goes behind laboratory doors, where media owners are conducting a series of experiments to discover a formula that aims to create a business plan that is financially secure.
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Brand communications move to next multilevel
Wed, 11 Aug 2010
Web-based technology has added spice to the mix of marketing channels, as brands get a taste for direct engagement with their consumers.
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Pots of gold lie along length of learning curve
12 August 2010
Marketing chiefs and professional development specialists answer questions about the current role and possible future trends of staff training programmes in their business.
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Consumer superpower lives marketer’s dream
5 August 2010
They grew up aspiring to own cool brands, and now the latest generation of tech-savvy 30-somethings is having fun flexing its financial muscle.
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Zoom out for a wider view of cinema-goers
29 July 2010
Cinema has managed to buck the trend of consumer cutbacks during this recession, but challenges still lie ahead which the industry could overcome by broadening its appeal beyond the core youth audience.
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Marketing leaders need common sense and humility to get brand love
Fri, 23 Jul 2010
Lucy Handley
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Key learnings: How to be a great marketing leader
Wed, 21 Jul 2010
Brand Learning worked with leadership coach Steve Radcliffe to suggest three areas which marketers must master to become leaders.
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Follow the leaders
22 July 2010
What qualities do marketers need to reach the top and have the ear of the CEO? Research among some of the UK’s most senior marketers identifies the traits that separate the best from the rest and which secure a key role in shaping business strategy.
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The future of retailing is here
8 July 2010
Tax hikes and reducing disposable incomes mean retailers are facing their toughest time in decades keeping customers loyal and spending. Staying ahead in the high street requires a major rethink of traditional strategies and systems.
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Gathering intelligence is the secret to success
1 July 2010
Marketing Week’s roundtable, run in association with Communisis, gains insight into how brands can benefit from clever data marketing.
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Mind the gap
1 July 2010
The gap between consumers’ perceptions of a brand’s image and the actual experience, as measured by The Promise Index, raises some tricky questions for marketers.
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Brands and retailers take a collaborative approach
24 June 2010
A groundbreaking deal between Tesco and Pringles owner Procter & Gamble reflects the shifting balance between FMCG suppliers and the retail trade that promises to benefit both parties.
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CIM says marketers still wary of social media
Wed, 9 Jun 2010
Marketers fear using social media despite platforms such as Facebook that are now engaging potential customers on a vast scale, according to the latest trends report from the Chartered Institute of Marketing (CIM).
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Games console at hub of family entertainment
10 June 2010
Brands have the opportunity to use video games to engage with a wide audience now consoles have moved out of teenage bedrooms into the family living space, according to Turner Media Innovations.
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Conde Nast to launch its first UK iPhone app
Thu, 3 Jun 2010
Condé Nast is to launch city guides apps for title Condé Nast Traveller, covering Rome, New York, Barcelona and Paris for the UK.
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Vouchers flex retail muscle in two sectors
3 June 2010
Experts from six high street brands answer questions posed by Marketing Week about their use of the ever-popular gift voucher and any possible future developments.
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Meet the teachers
27 May 2010
The mark of a great teacher is one who gets pupils to find physics fascinating, speak great German and fall in love with maths, without them even realising they are learning.
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How to future-proof your brand strategy
20 May 2010
Brands can ensure they don’t fall victim to changing consumer trends by following five rules developed by research consultancy Clear that are designed to make marketing strategies future-proof.
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Taking on the world
13 May 2010
After the UK rebranding of Aviva, Amanda Mackenzie’s next task is no less arduous: to score a first in the finance sector by refocusing her marketing team into a global-facing force that can match the standards set by international FMCG brands.
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Share index is measure of a viral’s success
6 May 2010
Research seen exclusively by Marketing Week reveals that viral campaigns with a high pass-on rate best connect to a brand’s core audience.
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Best Buy focuses on customers not competitors
Tue, 27 Apr 2010
Yesterday US retailer Best Buy opened its doors to the press at West Thurrock retail park in Essex. Surrounded by a Curry’s Megastore (advertising 10% off), PC World, Argos and Comet, it sits in the middle of fierce competition.
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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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Get your share of the century-old consumer
22 April 2010
The number of consumers aged over 75 is set to escalate, opening up a ’virgin territory’ of opportunities for brands. But tomorrow’s ageing population will look vastly different from that of today’s, demanding new communication and targeting techniques.
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Contactless technology launches into mobile space
15 April 2010
As the lines blur between traditional prepaid gifting and promotional activity, the digital voucher industry’s star is most certainly on the rise.
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Brands rewrite history to create own legacy
Wed, 7 Apr 2010
Young brands often create traditions and rewrite history to form a legacy for themselves. But to avoid falsifying the past, any story that is built around a brand must be based on fact.
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'Upgrade and save' messages strike a chord
08 April 2010
Despite our choice of media growing ever wider, research by Mintel shows the uptake of new technology is governed by consumers’ desire to make their money stretch further.
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Rooms with a review verify brand claims
25 March 2010
Travellers aged 55 and over are most likely to post online reviews of their experiences, and marketers are tapping into this trend by incorporating usergenerated content into their communications.
