http://www.marketingweek.co.uk/xmlservers/RecentlyCommentedStoriestRSS.aspx http://www.marketingweek.co.uk/xmlservers/RecentlyCommentedStoriestRSS.aspx http://www.marketingweek.co.uk/magazine/graphics/logo.png http://www.marketingweek.co.uk http://www.marketingweek.co.uk/analysis/cover-stories/breaking-into-brazil/3033886.article http://www.marketingweek.co.uk/analysis/cover-stories/breaking-into-brazil/3033886.article tudo bem a voces? Top brands in Brazil may well be missing Guaraná Antarctica- which has a huge market share and falls just behind Coca Cola. Has only recently been imported to the UK by Tesco '6cansX330ml qty'. Not enough exposure to Brazilian produce/commodities in my opinion! Churrascaria houses are only prevelant in London i.e. Rodizio Rico- which is hugely overpriced (not uncommon for London I know) but the concept/food is excellent. Exposure needs to be more widespread, to compete with Indian/Italian/Mexican restaurants. Time will tell, but with the economy in Brazil booming, i'm sure that we will see far more Brazilian influence in the UK in the near future! Thu, 9 Feb 2012 14:16 GMT Thu, 9 Feb 2012 2:16 pm 0 http://www.marketingweek.co.uk/analysis/qa-thomas-fabre-emea-marketing-director-havaianas/3033909.article http://www.marketingweek.co.uk/analysis/qa-thomas-fabre-emea-marketing-director-havaianas/3033909.article Quote of the day: "Brazilian strategy is bottom-up". Genius Thu, 9 Feb 2012 14:04 GMT Thu, 9 Feb 2012 2:04 pm 0 http://www.marketingweek.co.uk/sectors/telecoms-and-it/qa-with-everything-everywhere’s-spencer-mchugh/3033718.article http://www.marketingweek.co.uk/sectors/telecoms-and-it/qa-with-everything-everywhere’s-spencer-mchugh/3033718.article It is laughable that Olaf Swantee talks about customer loyalty. Orange alienated thousands of customers in December when it hiked its prices for those still in contracts and refused to let them leave. I like thousands of other Orange customers have voted with our feet and left despite the cute little nijas. Thu, 9 Feb 2012 14:02 GMT Thu, 9 Feb 2012 2:02 pm 0 http://www.marketingweek.co.uk/sectors/fmcg/unilever-“marketing-needs-to-be-noble-again”/3033850.article http://www.marketingweek.co.uk/sectors/fmcg/unilever-“marketing-needs-to-be-noble-again”/3033850.article It’s not so much that marketing needs to be noble but that marketers should perform their work in an ethical and responsible manner that keeps their clients’ and the public’s best interests in mind. Marc Mathieu of Unilever is spot on, however, when he asserts that marketing needs to get away from “selling for the sake of selling” and to refocus its efforts on “bring[ing] products to people that could create progress and improve lives.” At a time of disastrously low trust in business around the world, it behooves companies to refocus their marketing efforts on the value they provide to society rather than what society can give back to them in sales and profits. At the core of our work must be a focus on how our products and services, or that of our clients, improve people’s lives. If we can communicate that to the public and our customers in a transparent and honest manner that doesn’t try to pull the wool over their eyes, but rather, engages them in a way that provides benefit to both the customer and the business, then marketing will, indeed, become more noble. But we musn’t focus solely on being noble in and of itself. Rather, we should aim to inform the public and aid in society’s decision making and progress. Doing so serves the public good, improves people’s lives and also improves business. That is the type of 21st-century focus marketers should have. Keith Trivitt Associate Director Public Relations Society of America Thu, 9 Feb 2012 13:39 GMT Thu, 9 Feb 2012 1:39 pm 0 http://www.marketingweek.co.uk/opinion/why-bonus-culture-is-bad-for-rbs-brand/3033912.article http://www.marketingweek.co.uk/opinion/why-bonus-culture-is-bad-for-rbs-brand/3033912.article I don't understand why the shareholders are not complaining more about huge bonuses which eat up their share dividends. I would have thought this would act as a bonus pressure valve, i.e. if bonuses are too high the company owners change the board to a more frugal one. Thu, 9 Feb 2012 13:30 GMT Thu, 9 Feb 2012 1:30 pm 0 http://www.marketingweek.co.uk/sectors/food-and-drink/nestle-crowdsources-kit-kat-chunky-flavour/3033530.article http://www.marketingweek.co.uk/sectors/food-and-drink/nestle-crowdsources-kit-kat-chunky-flavour/3033530.article keep the peanut butter kit kat Wed, 8 Feb 2012 22:43 GMT Wed, 8 Feb 2012 10:43 pm 0 http://www.marketingweek.co.uk/sectors/fmcg/reckitt-benckiser-moves-into-social-commerce/3033877.article http://www.marketingweek.co.uk/sectors/fmcg/reckitt-benckiser-moves-into-social-commerce/3033877.article Significant. Wed, 8 Feb 2012 20:07 GMT Wed, 8 Feb 2012 8:07 pm Ralf Ritter 70935 0 http://www.marketingweek.co.uk/sectors/food-and-drink/food/jennifer-saunders-stars-in-debut-campaign-for-philadelphia-with-cadbury/3033879.article http://www.marketingweek.co.uk/sectors/food-and-drink/food/jennifer-saunders-stars-in-debut-campaign-for-philadelphia-with-cadbury/3033879.article Is this really necessary in a culture where obesity is taking over? Don't we have enough unhealthy confectionery to choose from already? To be honest, it just sounds disgusting, chocolate cream cheese? #nothanks Wed, 8 Feb 2012 12:47 GMT Wed, 8 Feb 2012 12:47 pm 1 http://www.marketingweek.co.uk/sectors/retail/hmv-outlines-multichannel-strategy/3033876.article http://www.marketingweek.co.uk/sectors/retail/hmv-outlines-multichannel-strategy/3033876.article Free wi-fi in store? They do know that it is only going to encourage price-checking with Amazon and Play, where in-store HMV prices have no way at all of matching. What they should do is have little QR code barcodes on the shelf labels next to DVDs, where one can scan and be shown the trailer for that movie. I can see the wi-fi being useful then for the high bandwidth required for the streaming trailer. Wed, 8 Feb 2012 12:12 GMT Wed, 8 Feb 2012 12:12 pm 0 http://www.marketingweek.co.uk/sectors/media/steve-mcqueen-keeps-endorsement-real/3033725.article http://www.marketingweek.co.uk/sectors/media/steve-mcqueen-keeps-endorsement-real/3033725.article Do you think the average consumer actually thinks these things through to any great extent, or is it just....'look at Steve McQueen....he looked cool in a suit.......we sell suits!!' ? I agree that the tie-in can be shown to be stronger when the celebrity does actually use that product out of choice, but I don't think consumers are actually that bothered....I'm sure that most people, if they thought about it, would realise that in reality, George Clooney doesn't hang around the communal coffee area trying to make sure he gets the last Nespresso pod. Does that mean the ad doesn't work in terms of selling the product, or is it that people in the Marketing industry find it less satisfying as a campaign from a professional viewpoint? Wed, 8 Feb 2012 10:48 GMT Wed, 8 Feb 2012 10:48 am 1