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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.
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True pioneers talk the customer's language
Just what must a brand do to be considered truly innovative? A report seen exclusively by Marketing Week provides six pointers.
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Love it or hate it, Marmite is the most read story of 2010
Refresh your memory of some of the stories of the year with a glance at Marketing Week’s Top 10 of 2010. From Marmite to Taco Bell, Charmin to Gillette these are the brand stories that had readers delighted and astonished.
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What marketers can expect from lawmakers in 2011
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Small business digs deep into marketing mix
Small and medium-sized enterprises are bucking the austerity trend and investing an increasing amount of cash in a wide range of marketing activity, according to research seen exclusively by Marketing Week.
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EDF defends Green Britain initiative as rivals question its return
Npower and Eon have questioned the validity of rival EDF Energy repeating its Green Britain Day climate change campaign following the controversy it attracted last year.
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Actions speak louder than logos
The BP oil crisis and its aftermath - from a brand that had tried to reposition itself as sustainable - has raised the question whether rebrands can ever really work.
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Taming myths and legends for brand power
What makes Asda a ’legend’ and Tesco a ’myth’? According to research from Lippincott, it’s all to do with brand power and the relationship between your marketing and the actual consumer experience.
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Npower tackles retention with rewards scheme
Npower is testing a customer retention programme that it hopes will turn customers into “fans”.
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The importance of trust
In the aftermath of the economic crisis, consumers are not worried if their banks, financial services companies and insurance brokers are caring as long as they’re upright, honest and trustworthy
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British Gas to cut charges by 10%
British Gas is planning to reduce its gas prices by 10% in a move that is expected to reduce the average household bill by £84 a year. The rest of the “Big Six” are expected to follow suit over the coming months.
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Why the BBC is our brand of the year
Congratulations to the BBC, which scooped this year’s top prize at the Marketing Week Engage Awards 2012. The corporation won…
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News
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Latest News
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Featured
BBC named MW Brand of the Year
The BBC has been hailed as the Marketing Week Engage Awards 2012 Brand of the Year.
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Opinion
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Latest opinion
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Latest from Mark Ritson
Facebook’s $104bn bubble is set to burst
‘Facebook started trading 70 times its past year’s earnings; even WPP only trades at 12 times its earnings’
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Trends
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What we like
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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Strategies & Tactics
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Shining on the small screen
With emails flooding peoples’ smartphone inboxes, brands need to think about the best way to cut through the distractions facing mobile users and grab their attention.
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Engage Awards 2012: Rising Star shortlist showcase
Profiles of our talented Rising Star award shortlist.
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Marketing Jobs