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Waxing lyrical about the future of music discovery
Shazam has come a long way from its beginnings as a music discovery service. MaryLou Costa talks to Beatrice Farina, VP of marketing and communications, about the brand’s evolution, its move into TV and what developments the future may hold.
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Keeping your cool
How cult brands can go mainstream without alienating customers.
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Airwaves alive to sound of brand collaboration
New rules allowing brands to become part of a radio show’s content, the growth of online stations and rising numbers of listeners tuning in are why the wireless is well on the road to recovery.
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Interactive TV brands need to turn up volume
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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Why global brands must be part of local cultures
How firms from Krispy Kreme to Weetabix are using their global brands to spark cultural change in local markets.
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In TV we trust
The box is the most trusted media channel when it comes to news content, but change is coming with the rise of smart TV, says a report.
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How local content can engage global markets
Brands looking to use their print and digital customer publications to reach a worldwide audience must strike a balance between cost and country-specific marketing messages.
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Mainstream brands make a play for the super rich list
Recession? What recession? A new set of brands is muscling in on territory that until recently was occupied exclusively by luxury goods and services providers by targeting the wealthy but time poor community.
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Why a funding cut can be an opportunity
The BBC’s outgoing director of marketing, Helen Normoyle, explains how her team plans to keep up the quality of its work despite a 25% cut in its budget.
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Raising the flag for diversity
Gay and lesbian people make up a valuable portion of the UK retail market, but new research shows that targeting them takes more than running generalised ads in the gay media.
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Profile: Christa Carone, CMO, Xerox
Taking personal control of mission redefinition: If anyone can, Xerox chief marketing officer Christa Carone can make the brand’s communications strategy more relevant to its customers and shift ingrained perceptions about the business.
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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.
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Tech partnerships are crucial to keep up to speed in digital
Acquiring or partnering with technology start-up firms in order to gain skills quickly is a growing trend among publishers.
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Writing the new formula for success
While paid-for apps remain a key focus, innovative ways to advertise in print, combined with digital platforms, mean that many publishers are offering marketers a fresh mix of communication opportunities.
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Why over-60s rising divorce rate is important to you
Divorce rates among the over-60s are on the rise, but after the pain of separation often comes major lifestyle changes, offering marketers new targeting opportunities among these ‘silver separators’.
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The vital connection between staff and the bottom line
How brands can boost productivity by bringing together their employees.
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Discovery Networks' global pioneer has a very local outlook
Discovery Networks’ western Europe VP of marketing Simon Downing talks to Laura Snoad about making content that inspires, and pulling in larger audiences with a strategy of ’co-viewing’
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"Customers must benefit from their data being used..."
Marcel Holsheimer is VP, worldwide demand generation, enterprise marketing management, at IBM. Ruth Mortimer spoke to him about the roles data and marketing can play in the customer relationship.
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Q&A with MTV director of television UK and Ireland
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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Why ‘brand me’ is your winning career move
Working out your next move: Talented young marketers meet the industry’s power players to talk leadership, career development and ’brand me’.
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French Connection moves upmarket with a Royal connection Video
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Will the picture improve for TV advertising data?
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How The Huffington Post experimented digitally to attract readers
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How to give your image makeover mass appeal
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Online brands set off on new marketing journey
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How to repair a reputation left in shreds?
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Video brings social media closer to the money shot
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Free content drives digital penetration
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Q&A: Rob Grimshaw, managing director, FT.com
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Culture of openness gets the thumbs up
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The new domain names that will be a game-changer for brands
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Lucasfilm tells how the Star Wars saga continues to reach new fans
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Diverged traffic signals split in role of the web
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Marketing chief turns BBC into donation destination
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How a digital focus will help ESPN prove it is a worthy UK contender
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How to repair Britain’s crumbling high streets
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Written word speaks volumes for the brand
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Brands are welcomed on to the stage
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Q&A with Metro MD Linda Grant
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Something new from an old flame