When rebrands go wrong

(And how to avoid the pitfalls)


Tesco bans sweets and chocolates from the checkout

Thu, 22 May 2014

Morrisons also limiting sales, while Asda and Sainsbury’s will not change current strategy.


Sponsors aim for ‘meaningful’ real-time marketing for Champions League final Video

Tue, 20 May 2014 | By Sebastian Joseph

Ford, Heineken and Adidas seek integrated real-time campaigns.

Andy Duncan Camelot

The 5 mistakes marketers make that prevent them from becoming leaders

Tue, 20 May 2014 | By Lara O'Reilly

But marketing leaders speaking at The Marketing Academy’s inaugural conference outlined the remedies too.

Nike England Home kit launch 2014

FA reveals plan to monetise its digital assets

Thu, 3 Apr 2014 | By Sebastian Joseph

Football chiefs ramp up efforts to commercialise online chatter and create additional value for sponsors.

> More Mobile World Congress 2014 coverage here

Data Strategy Awards 2014



Video: Data Strategy Awards winners on boardroom recognition Video

Tue, 4 Mar 2014

Data Strategy Awards winners discuss how senior executives are beginning to pay more attention to the results data mining can deliver.

> more data strategy awards 2014

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Why are online retailers still ignoring personalisation?

Tue, 30 Sep 2014 | By Lucy Tesseras

It’s shocking that just two per cent of online retailers think personalisation is important

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Charity mailers should be wary of growth

Mon, 29 Sep 2014 | By Russell Parsons

News mail and door drop spend is up should not be cause for celebration.

Lara O'Reilly 654 400

4 lessons learnt from 4 years writing about digital marketing

Fri, 26 Sep 2014 | By Lara O'Reilly

From the allure of ad tech to the facade of social media metrics, here’s what I’ve learnt on the way.

Branwell Johnson

Customer satisfaction should be every retailer’s goal

Thu, 25 Sep 2014 | By Branwell Johnson

A key reason for Tesco’s decline is a lack of customer focus.

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Marketers should get smarter with digital to get people back to the big screen

Wed, 24 Sep 2014 | By Lucy Tesseras

Consumers go to the cinema 2.8 times a year.

Jonathan Earl

The highs, lows and hitches of being a marketer abroad

Wed, 24 Sep 2014 | By Jonathan Earl

Just how do you prepare for a marketing life in a new land?

> Click here for more Viewpoints

Top Jobs

Job of the Week

Latest News


Universal strikes native ad deal for music videos

Mon, 29 Sep 2014 | By Sebastian Joseph

Universal to let different brands appear in different versions of the same video.


Aldi: ‘Price cuts by big four benefit us’

Mon, 29 Sep 2014 | By Sarah Vizard

Discount grocer claims its basket size is now the second largest in the sector.


Starbucks launches first global brand campaign Video

Mon, 29 Sep 2014 | By Sebastian Joseph

Starbucks shifts from product-led marketing to encourage fans to put down their phones and ‘get together’ at its stores.

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Facebook claims it has solved the 'cross device problem' with ad targeting platform

Mon, 29 Sep 2014 | By Russell Parsons

Atlas will track path to purchase regardless of site or device.


John Lewis funds ‘micro-location’ iBeacon service following incubator scheme

Sun, 28 Sep 2014 | By Sebastian Joseph

John Lewis awards £100,000 to tech company to develop smartphone service it wants to trial.

Etihad livery

Etihad Airways 'We want to be loved in a competitive market' Video

Sat, 27 Sep 2014

Fast growing airline unveils new visual ID in quest to build a global brand, quickly.

Facebook Comparethemarket

Facebook’s first UK premium video advertiser says it will use it again

Fri, 26 Sep 2014

Comparethemarket says campaign achieved double its recall target and swung other brand metrics upwards too.


NFL plots Germany, Brazil and Asia games to fuel expansion

Fri, 26 Sep 2014 | By Sebastian Joseph

But admits the recent domestic violence scandal could knock brand equity in international markets.

Sainsburys deal low prices

The Marketing Week Video

Fri, 26 Sep 2014

Welcome to The Marketing Week, your guide to the good, the bad and the ugly in the marketing industry over the last seven days.


Nike to accelerate ‘bullish’ ecommerce drive after 70% sales spike

Fri, 26 Sep 2014 | By Sebastian Joseph

Nike says online revenues climbed more than 70 per cent in its latest financial quarter.


Mars UK marketing veteran becomes global president in leadership shakeup

Fri, 26 Sep 2014 | By Lara O'Reilly

UK president Fiona Dawson promoted, while CMO Bruce McColl made member of leadership team and chief customer officer appointed.

Sainsburys deal low prices

Sainsbury’s takes aim at rivals in price-based marketing overhaul

Thu, 25 Sep 2014 | By Sarah Vizard

Retailer will simplify prices and promotions as part of three-pronged campaign. 

> Click here for more News