Posts made in April, 2015

on Apr 29, 2015

By Alison Millington Speaking in a debate at Marketing Week Live event in London today (29 April), marketers from the UK brands spoke about the importance of “data storytelling” in order to reach customers in what has become an increasingly “fragmented” space. James Holden, marketing and awareness director for BBC News, said that insight, or information that gives you the “ability to see the world through another set of eyes” is crucial for brands, particularly the BBC, in a world where audience platforms are constantly changing. “We don’t want to be audience-led, but audience-informed,” he added. Ed Best, head of insight at BT, said the brand Read full story › Source: Marketing Week...

on Apr 29, 2015

By Jennifer Faull Mindshare UK chief executive Mark Creighton is set to leave the agency to take up the chief operating officer role at Dentsu Aegis UK & Ireland. Creighton has spent the past two years leading the UK arm of Mindshare and before that served as chief operating officer. Helen McRae, currently joint chief executive EMEA, will assume interim leadership of Mindshare UK in addition to her European role, until a replacement is appointed. McRae said: “I’d like to thank Mark for his efforts over the past two years in helping to make the Mindshare UK team one of the best Read full story › Source: The Drum...

on Apr 29, 2015

By Nesh Pillay Periscope attracted more than one million users during its first ten days, while its competitor, Meerkat, saw 120,000 users in its first three weeks. The Periscope figures were released yesterday by chief executive Dick Costolo during Twitter’s earnings call with investors. While the initial numbers are impressive, it is unknown whether it will maintain the momentum moving forward. “I’m super excited and confident in the ability to grow the Periscope user base,” said Costolo. Regardless of the fact that Periscope has been embraced by industry leaders like AOL’s Tim Armstrong, it has come under fire from major networks like <a target=_blank Read full story › Source: The Drum...

on Apr 29, 2015

By Minda Smiley Mary Beth West, former Mondelez International marketing head, has been named as executive vice president, chief customer and marketing officer at retailer JCPenney. She has served on the retailer’s board of director’s since 2005, and will step down from that position to begin her new role on 1 June 2015. Most recently, West served as chief category and marketing officer at Mondelez International. She has nearly 30 years of experience in the consumer and retail marketing realm. She has also held leadership roles at General Foods and Kraft. Myron E. Ullman, III, chief executive officer of JCPenney, said of West’s appointment: “Her vast experience Read full story › Source: The Drum...

on Apr 29, 2015

By Mindi Chahal Speaking at Marketing Week Live today (29 April), Michaelides warned delegates that content marketing is a “slow burn tool” that relies on “accumulative impact of a body of content over time”. He said: “You have to get to a critical mass and you have to keep updating it to stay fresh and relevant. You have to sign up to make the long term commitment and investment – you cannot leverage it as a tool in your traditional marketing plan where you switch it on and off on a quarter-by-quarter basis.” The brand admits that it took three or four years before any Read full story › Source: Marketing Week...