Posts made in February, 2015

on Feb 27, 2015

By Natalie Mortimer GStar Raw is preparing to launch a marketing push to engage female consumers with the brand, an audience which largely has “no comprehension” of the denim retailer’s products. The new campaign, featuring images captured by photographer Ellen von Unwerth, were shot in black and white to reflect a “raw elegance” and will launch simultaneously next month with new pocket designs on GStar Raw women’s jeans. Speaking to The Drum at the Indaba Design Festival in Cape Town, global brand director Shubhankar Ray said the marketing push, which will play out on social media, marks a new direction for the brand. Read full story › Source: The Drum...

on Feb 27, 2015

By Natalie Mortimer GStar Raw is preparing to launch a marketing push to engage female consumers with the brand, an audience which largely has “no comprehension” of the denim retailer’s products. The new campaign, featuring images captured by photographer Ellen von Unwerth, were shot in black and white to reflect a “raw elegance” and will launch simultaneously next month with new pocket designs on GStar Raw women’s jeans. Speaking to The Drum at the Indaba Design Festival in Cape Town, global brand director Shubhankar Ray said the marketing push, which will play out on social media, marks a new direction for the brand. Read full story › Source: The Drum...

on Feb 27, 2015

Thomas Cook Airlines is using dynamic creative and affiliate marketing techniques to bolster its overall brand awareness rather than direct response alone. The travel company’s airline is upping its focus on affiliate targeting techniques, having struck a tie-up with e-commerce technology firm Bright North, which will extend its ability to influence customers further up the purchase funnel. The brand, which has been steadily increasing its marketing team since last year, has now also introduced programmatic targeting to its campaign activity and focused its affiliate marketing to capitalise on the value of its long-tail publishers. Thomas Cook Airlines head of online Helen Atkinson said Read full story › Source: The Drum...

on Feb 27, 2015

By Liam Brennan LinkedIn’s new data-led product suite will have a big impact on online advertising for the B2B sector, writes Starcom MediaVest Group’s Liam Brennan. These new products follow in the footsteps of recent developments at Facebook where user login data is being used to usher in a new era of addressable media – both in terms of paid media targeting and the creation of tools that help fuel better audience understanding. Not only are these new products revolutionary for B2B marketers and agencies, but they are also incredibly valuable for brands that target the higher net worth individual. A new deterministic paid Read full story › Source: The Drum...

on Feb 27, 2015

By Jennifer Faull Whitbread has appointed Life to handle the creative work for its two pub restaurant brands, Beefeater and Brewer’s Fayre, following a pitch against Initials, BDNtwk and incumbent BBH. The agency is set to deliver a new brand proposition alongside strategic planning, creative concepts and design of all restaurant communications such as external signage and menus. It will also provide creative for the Beefeater and Brewer’s Fayre digital, social and PR channels. David Murdin, marketing director at Whitbread, he wants the brands transformed into two, powerful, clearly-defined, mid-market national restaurant brands. “We were impressed by Life’s intelligent use of insight to inform creative Read full story › Source: The Drum...