trends
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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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How to bring events up to gold standard
With the world’s eyes turning towards the UK, the corporate hospitality industry has to opportunity to strike gold - if your event measures up.
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Travel guru explores new routes
The travel guide business is looking to the future by repackaging its content in digital form to reach a new generation of adventure seekers while remaining true to its 39-year-old brand identity.
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Corporate hospitality for London 2012
Brands line up for the longer run: The economic environment has spurred a change of pace for hospitality programmes around this summer’s Games, with public inclusivity and long-term benefits now the goal.
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Toy giant aims to bring personality into play
How toymaker Mattel is using a new emotion-led strategy.
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SWISS: the airline flying the flag for brand Switzerland
How Switzerland’s national airline has bounced back from financial collapse.
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Why UK brands must go to Brazil
Thomas Fabre, EMEA marketing director at Havaianas, explains his views on why companies should target 192 million new customers in our look at opportunities for British brands in the Latin American market.
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Breaking into Brazil
Brands wishing to conquer the Brazilian market need to connect with its 192 million population via the mobile internet - plus sprinkle a strong local flavour into their marketing communications.
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Brands and bands make music festival experience
To get the most out of festival sponsorship, brands need to create experiences that enhance each individual fan’s enjoyment of the event.
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Are you reaching the world’s elite customers?
Ben Elliot, founder of Quintessentially, sets out what the world’s richest consumers want from their brands as part of a focus on how mainstream brands can attract the super wealthy.
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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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Six codes that reveal a brand's real personality
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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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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Brewing up new ideas to pull students back
Price, offers, marketing and the social experience can all play a part as pubs try to entice students back, but an emphasis on responsible drinking should also be included.
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The new open and closed-door policies
Technology-savvy marketers are maximising the impact of closed events by employing digital tools to give the wider public access to related content, while maintaining exclusivity.
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How Starwood is using its big brand to aim for boutique customers
Steven Taylor, vice-president of marketing for EMEA at Starwood hotels sets out the vision for how the $5bn hotel chain is using its smaller Aloft brand to attract a new breed of customer.
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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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Q&A: Lego
Heritage provides strong platform to build a future.
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The brands cashing in at home
How retailers are overcoming economic gloom with shopping experiences in consumers’ houses.
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Airline spreads wings on back of business travel
Board-level marketing director Peter Duffy talks to MaryLou Costa about his role in easyJet’s strategy to attract more business passengers, the use of customer data and spoofing BA advertising
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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.
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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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Branded content vital to promoting music acts Video
Record labels are ramping up spend on branded content as they look to forge stronger ties between agencies and brands.
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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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Lucasfilm tells how the Star Wars saga continues to reach new fans
It is six years since the last Star Wars film tied up the space saga, but Lucasfilm continues to reach new fans and stay relevant. Laura Snoad asks its president of licensing Howard Roffman how the franchise keeps striking back.
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Travel companies still believe in the value of brands
ABTA Travel Convention: The travel industry is still a robust business but seems under regular siege with constant pressure on margins.
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Building appeal is all a matter of child's play
Having less spare cash is prompting today’s parents to rethink the toys they buy for their children, with trusted brands that offer longevity and encourage imaginative play topping theirlist.