trends
-
Losing the digital game
Why the FTSE 100 is failing in its interactive marketing.
-
Feeling frayed by the tug-of-war between future and instant targets?
The struggle for marketers to balance short-term reporting and long-term strategy.
-
Debranding: The great name-dropping gamble
Why the world’s biggest companies are removing their brand names from their products.
-
Building trust through media spend
Record low savings rates and rising insurance premiums are benefiting well-established financial services providers as consumers turn to brands they trust, according to the DMA’s latest study.
-
Sports sponsorship moves into the fast lane
The cash it generated from sport sponsorship will soon overtake ticket sales, however brands now need to form commercial relationships and strategic partnerships on the basis of shared objectives rather than awareness.
-
We need to talk about dying
Asking people to face the consequences of their death is a big challenge for brands that deal with post-life services, but attitudes are changing thanks to a radical ad by Aviva and web services that highlight the benefits of facing the inevitable.
-
'Globalisation key for UK agencies', says Andrew McGuiness, founder of BMB
Domestic agencies need to globalise their services if the advertising industry is to drive the economic recovery, according to Andrew McGuinness (AM) founding partner of creative shop, Beattie McGuinness Bungay.
-
Boosting your business with branded lotteries
A rash of new players have entered the lucrative prize draw market in recent months, despite the fistful of accusatory fingers pointing towards the Health Lottery.
-
Family brands can reap rewards
Brands that show family values make stronger connections with consumers, a survey exclusive to Marketing Week reveals.
-
Viewpoint: Moneysupermarket: Paul Troy, director of consumer marketing
Find out why advertisers are demanding more data for TV, click here For a viewpoint with Santander’s director of brand and communications,
-
Halifax - a history of ads (and Howard) Video
Halifax unveils its new ’Community Choir’ campaign tomorrow (17 September), the first step in its bid to revitalise the brand as a challenger to its high street rivals and which you can see here.
-
Video brings social media closer to the money shot
Brands such as HSBC, British Gas and BrandAlley had good news for marketers at this year’s Marketing Week 1-2-1 Digital Strategy Summit - evidence that video can help them glean real value from social media.
-
Brands taking the law into their own hands
Imagine if hit TV show This Life had been set in a supermarket, rather than around a swanky law office. That might sound strange, but from the end of this year any company will be able to apply to offer legal services.
-
Q&A: Rob Grimshaw, managing director, FT.com
A fearless FT pushes ahead in the changing media environment.
-
Tv spots paint false image of material girls
Consumer brands are failing to benefit from the significant spending power of the over 50s market, which includes Madonna, because TV advertising is failing to connect with the sector.
-
Mobile partnership maps future for location-based ads
The launch of a standardised mobile contactless payment platform aims to accelerate the take up of contactless payment but could also bring brands one step closer to launching truly targeted location-based campaigns.
-
Meerkats not the only source of intelligence
Research seen exclusively by Marketing Week reveals that consumers looking for information about their household expenditure prefer websites like Compare the Market over brands’ own sites. But above-the-line campaigns run by financial services brands still make a significant impact. By Michael Barnett.
-
Satisfaction is guaranteed by top US brands
A new ranking of US brands shows consumers on the other side of the Atlantic are not prepared to pay more for higher levels of satisfaction
-
Culture club courting mass-market brands
Brands without a previous association with the arts have an opportunity to extend their sponsorship activity as Britain’s cultural community seeks a solution to lower levels of funding.
-
'In advertising we've a broad level of trust'
Research seen by Marketing Week reveals consumer advertising enjoys a broad level of trust, but marketers need to address areas of concern to ensure the trend continues.