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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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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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Get Involved
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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
Friday, 25 May 2012
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Marketing Trends
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The top 100 most valuable global brands
Young brands sparkle as the strong grow stronger.
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Offering a bit more than a free sample
Research seen exclusively by Marketing Week suggests there are many factors affecting the success of a sampling occasion, as consumers look for more than just a freebie.
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Getting to grips with the finer points of 'big data'
‘Big data’ is a term currently in vogue in marketing circles but what does it mean and what are its practical implications for marketers and brands? Our panel of experts give their take on the subject. By Maeve Hosea
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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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Finding the brightest and the very best
Locating staff with the right skills and attitude is crucial. Steve Hemsley speaks to a panel of marketing and HR professionals about sourcing talent, even if it comes from outside the industry.
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Is your customer data firing on all cylinders?
A ready stream of customer data is one thing, but being geared up to apply that insight at an increasingly personal level and fuel a brand’s growth is another, finds Matthew Valentine.
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Keeping your cool
How cult brands can go mainstream without alienating customers.
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Business giant builds a global consumer brand
Lenovo might have the second-largest share of the global PC market, but chief marketing officer David Roman tells Lucy Handley why the international technology business is working to increase its brand awareness.
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A better deal is no comparison to good service
Price comparison websites and word of mouth recommendations are increasing the chances of consumers changing brands to save money - but not at the expense of a good customer experience.
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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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Losing the digital game
Why the FTSE 100 is failing in its interactive marketing.
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Organic sector must focus on the positives
Organic brands need to use their green provenance as supporting evidence for quality, sustainable farming, heritage, flavour and luxury, according to research seen exclusively by Marketing Week.
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Sainsbury's enters download market with music service
Supermarket takes on Apple iTunes by making 2.3 million music tracks available on its retail website.
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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.
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M-commerce moves into the mainstream
With mobile commerce now part of the everyday retail experience, according to research seen exclusively by Marketing Week, the next growth area that brands need to focus on is contactless payment.
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Fathers the central figure in family brand campaigns
An increasing number of household brands are seeking to make an emotional connection with both sexes by running TV ads that poke a bit of fun at the way modern dads behave.
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Why social brands follow the crowd
By tapping into collective intelligence, brands are not only breaking new ground in product design but also empowering their most engaged advocates.
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Are you top of your game?
Four strategies to create a world-class marketing team.
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Branded experiences are the big attraction
Big-name brands are taking control of their experiential activity by hosting their own events in an effort to create the right atmosphere and better target the audience.
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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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Why mums go online for deals and advice
New mothers are more likely than the rest of the population to look for deals and advice on mobile websites, according to research seen by Marketing Week, which also reveals they have been known to use shopping trips as a way to escape the kids.
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Customer journey starts in the great outdoors
Digital outdoor advertising is helping marketers to change the customer’s route to purchase and - in combination with social media channels - lead them on a new path.
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Why brand building must be a digital discipline
Marc Pritchard from P&G on how the world’s biggest advertiser is facing the ‘most profound time of change’ in its marketing.
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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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Flash sales click with consumers
Marketers seeking a cost-effective way to promote their brand to an engaged audience or a tactical tool for launching new products are turning to flash sales sites that are fast becoming part of the mainstream marketing mix.
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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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Tablets are at cutting edge of multitasking
New research shows that tablet computer owners buy and use more functional apps to help them with business and finance than they do gaming and social apps. They are also likely to use their devices at the same time as they watch TV.
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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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Windows of opportunity open among sales rails
As the in-store environment becomes increasingly multichannel, retail brands are using the latest interactive technology to reduce the risk of opening new shops.
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Debranding: The great name-dropping gamble
Why the world’s biggest companies are removing their brand names from their products.
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Spare cash is feathering empty nests
Parents whose children have left home are using their higher levels of disposable income to enjoy new-found independence, according to research seen by Marketing Week.
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Profile: AB InBev CMO Chris Burggraeve
The CMO of the world’s biggest brewer on creating 30 million ‘brand fans’.
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Spare cash is feathering empty nests
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Why clear lines of communication get positive response
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Brands must get set for the swift response
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Tablets taking online activity to higher level
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Hatching a new way to do business
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Scotland gets taste for fresh fruit and veg
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Ice and a slice of alternative rock makes tequila cool
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Strategic inconvenience
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Women want cosmetic brands to work harder
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Greggs finds ingredient for growth on Facebook Video
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Profile: AB InBev CMO Chris Burggraeve
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Live research takes brands to top of class
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Outdoor is right on the button with social media
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Corporate hospitality for London 2012
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Can marketing overcome its trust issues?
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How to earn friends and influence people
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Retail design: the customer journey
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Recipe for gaining larger slice of uk bread market
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Going undercover key to insight from frontline
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Style and function is back on the block
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