5 things you need to know this week
Alison MillingtonGoogle taking on a new look and Listerine giving blind people the chance to see a smile were among the top stories of the week in the world of marketing.
How Samsung is using rugby to become a ‘meaningful’ brand
Alison MillingtonSamsung is on a mission to become a “meaningful brand” as it launches a new rugby campaign in an effort to tap into the passion surrounding sport in the UK.
Public Health England gets personal for biggest Stoptober campaign
Alison MillingtonPublic Health England is hoping to balance the “serious communication” surrounding the upcoming “Smoking in Vehicles” legislation with a humourous approach to its £3.2m Stoptober campaign, the event’s biggest ever marketing push that will focus on content, social and digital.
Burberry launches personalised digital campaign to promote ‘scarf bar’
Alison MillingtonBurberry is launching digital ads that respond to consumer interaction as part of an effort to promote its new online and in-store scarf personalisation service.
How Dr. Martens is using personalisation to move away from ‘batch and blast’ marketing
Alison MillingtonDr. Martens is looking to improve its approach to e-commerce and increase customer retention by using data to personalise its email marketing efforts.
Debenhams looks to make fashion ‘less intimidating’ with e-commerce push
Alison MillingtonDebenhams’ campaign for the autumn/winter 2015 season will seek to ‘make the new season less intimidating’ through a focus on outfit-building tools, personal shopper recommendations and an e-commerce push.
How brands can benefit from personalised mail marketing
Alison MillingtonMail that is personally relevant to consumers creates the most value for advertisers, according to a new report from Royal Mail’s MarketReach unit.
How PG tips will make its brand ‘relevant’ in the face of declining tea sales
Alison MillingtonPG tips is launching a “disruptive” £5m campaign supporting its recent packaging refresh in an effort to address declining tea sales in the UK.
Why Heineken is moving away from its ‘one size fits all’ sponsorship approach
Alison MillingtonHeineken’s Amstel brand is looking to reach local and regional audiences in Europe through its sponsorship of the UEFA Europa League.
Five things you need to know this week
Alison MillingtonRugby, spas and the McWhopper that never was: Marketing Week rounds up the top stories in the industry this week.
Consumer confidence continues to build as retail sales grow
Alison MillingtonConsumer confidence has maintained its momentum with a three-point increase for August, according to the latest consumer index figures from GfK.
Discover the key drivers of growth in today’s marketing landscape
Alison MillingtonA study has been launched that will seek to determine how successful marketers and brands drive growth in today’s constantly changing and customer-centric marketing world.
CMOs adding specialist agencies due to concerns over the future of digital
Alison MillingtonCMOs are seeking additional agencies to address challenges around using data and exploring new channels and devices as their confidence in managing the future of digital drops.
Duracell uses Rugby World Cup sponsorship to push ‘statement of intent’ ahead of completion of sell-off
Alison MillingtonDuracell is looking to make a statement of intent with its first ever global sports sponsorship to demonstrate the “power and longevity” of its brand, one of a number of marketing campaigns it has planned ahead of becoming a standalone company.
The Marketing Society’s new Fellows on how marketing leaders of tomorrow will succeed
Alison MillingtonMarketing leaders of tomorrow will have to be more agile and have broader experience to adapt to changing technologies and consumer behaviours, according to top CMOs speaking as they were honoured with Fellowships from The Marketing Society.