There's more to visual identity than a logo

2 October 2014

Our relationships with brands in the world seem to involve more kinds of verbal and visual language than ever before. And so much of what we see of a brand gets stripped down to the basics on small screens or brief flashes of content. In situations like those, a logo is a blunt tool, but phrasing and typography are the precision instruments.

How to control your programmatic campaigns

Wed, 24 Sep 2014

That research shows global advertisers are shifting programmatic away from agencies was no surprise to me. Digital advertising budgets are being wasted because of lack of control and transparency in programmatic buying, equating to billions of pounds lost in undisclosed fees and margins to unknown middlemen. 

A convincing story doesn’t make a brand authentic

Wed, 17 Sep 2014

I was surprised by the list generated in the ‘Authentic branding’ article. I concur that many on the list are famous brands with strong emotional connections to their customers and can be assigned large monetary brand value, but I am not sure that they are truly authentic. 

Tesco's Clubcard is long due a makeover

Wed, 10 Sep 2014

Loyalty cards and the insight they bring have proven invaluable to businesses. However, discounted prices hold an appeal, particularly with today’s money-pressed shoppers.

Say it again and again with a Coke

Wed, 3 Sep 2014

There is a lot of debate around whether Coca-Cola should be repeating its ‘Share a Coke’ campaign, however it is not unique in doing so. Another strong brand that repeats successful campaigns is Starbucks. By doing so, it has created seasonal associations that are now ...

Viewability = opportunity

Wed, 20 Aug 2014

The IAB’s plans to release video viewability standards in Q4 will encourage advertisers to maximise the visibility of their ads. Viewability figures should offer a powerful data pool for brands, enabling them to employ real data insights to inform their strategy.

Protecting workers’ rights

Wed, 13 Aug 2014

It was refreshing to see a balanced view of zero-hour contracts (Making flexible staff work for your brand). These contracts are so often vilified in the media yet are crucial not only to experiential agencies but also the staff who work with them. 

Making transparent deals

7 August 2014

Guidelines and contractual restrictions don’t always resolve the practical issues in a brand’s and agency’s relationship. More brands are making deals with buying platforms directly while the agency manages the strategic and tactical executions – this provides the brand with transparency and accountability ...

ASA: committed to good regulation but too weak to enforce it?

24 July 2014

CAP and the ASA may have published their commitment to good regulation in a statement on 14 July but are those in the marketing industry as committed to responsible marcoms as they should be? 

Working towards a single customer view

10 July 2014

I agree that at present ‘the single customer view (SCV) is unattainable’. In our experience, many companies have a long way to go in gathering data from established channels such as websites, mobile apps and social media and across devices. 

Extended influence of the baby-boomers

Wed, 2 Jul 2014

Your article on baby-boomers established how older people are feeling ignored by advertisers – and rightly so. But the real trick that marketers may be missing lies in the increasing scope of product sectors across which these baby-boomers are now the primary purchasers.

This 50-something is digging her heels in

26 June 2014

Did Marketing Week intentionally use Hotter as an example of bad practice or was it simply a wonderful example of irony? Making a sweeping statement such as: “ When we reach 50… comfort starts to override the more glamorous aspects of footwear” is exactly the kind of stereotyping that us 50+ consumers find so annoying. 

Sony right to take stand

Wed, 18 Jun 2014

I couldn’t help feeling a little incensed by Mark Ritson’s ‘Caveat Patronus – let FIFA Sponsors Beware’. The question isn’t whether Sony has the right to demand such behaviours. Rather, it is about the most basic of ethical behaviours that we all expect of the organisations we work with: transparency, openness, and honesty.

The CDO is not dead

Wed, 11 Jun 2014

There needs to be a much wider appreciation of what the chief digital officer’s (CDO) role entails. It’s true that digital elements underpin many departments within an organisation but it would be erroneous to simply incorporate the senior digital role into that of the chief marketing officer.

What's in a name?

Wed, 4 Jun 2014

Mark Ritson’s take on the Dixons Carphone merger was excellent. A very funny, very pointed look at every type of disappointing rebrand there’s ever been.

Dixons/carphone merger is a prescient move

Wed, 21 May 2014

News of the Carphone Warehouse and Dixons merger comes as little surprise since the two have been in talks for months, but it will leave many wondering what the implications are for consumers. 

Retailers' price cuts are hard to avoid

Wed, 14 May 2014

The pressure from supermarkets to cut prices throws into question the value consumers place in brands. Sainsbury’s Justin King played down his rivals’ price cutting tactics as a “skirmish” but our research found that 85 per cent of people now prioritise cost over ethics when they shop, and only 13 per cent ...

Letters: A new focus for Vision 100

Wed, 7 May 2014

Recently, Marketing Week launched its Vision 100 list. it purports to highlight the 100 most visionary marketers around. It’s a great list, full of inspirational people who have genuine achievements to their names. However, you’ll be lucky ?to find a B2B marketer in there, ?and that’s disappointing.

What women want

1 May 2014

It’s not just mums marketers are failing (‘The five myths of marketing to mums’). Too many brands concentrate on female stereotypes, treating women as a homogenous group rather than individuals. Worse, they are often ignored by marketers, or patronised with a ‘pink it and shrink it’ approach.

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