By Omar Oakes Seven UK ad agencies are hoping to win awards at Cannes in the Branded Content and Entertainment category, after the shortlist was announced this morning. Read full story › Source: Campaign...
Read MoreBy Kate Magee A website that collates the female creative winners at this year’s Cannes Lions has launched today. Read full story › Source: Campaign...
Read MoreBy Russell Parsons I agree with the need to differentiate in a world where permanently low prices mean many categories risk becoming commoditised and any brand with a story to tell should tell that story through content. I do, however, find myself bemoaning the lack of mention of the other S word – ‘selling’. It does appear on occasion that some in the industry forget what marketing is ultimately about – selling more stuff. I was reminded of this last week when reading about the redesign of HMV’s ecommerce site. The retailer has made a bold move: it’s selling the same physical items it sells Read full story › Source: Marketing Week...
Read MoreSecret Marketer: Sometimes doing what’s right for the customer is more important than cutting legal risk
By Secret Marketer I was deeply moved by the plight of the family whose children died while on holiday in Corfu in 2006, and was saddened by the terrible accident at Alton Towers, which left several people seriously injured. As a professional marketer, I have also watched with interest the two brands at the centre of the incidents: one, Thomas Cook, a case study of how not to handle a PR crisis; the other, Alton Towers’ owner Merlin Entertainments, doing a much better job. I can imagine the discussions in the boardrooms of these companies, with the lawyers of both urging a cautious, minimal-comment Read full story › Source: Marketing Week...
Read MoreBy Lucy Tesseras It is no secret that traditional media brands have been struggling to boost revenues as consumers switch to digital channels for content. But the publishers that continue to resonate are the ones that have been reinvigorating their proposition to cater effectively for this shift in consumer behaviour. It is almost three years since the entertainment and listings magazine Time Out made the bold decision to realign its business strategy and abandon its cover price in London, with news-stand sales languishing at 11,000 per issue and a headline ABC circulation figure of 52,000. Opting for a ‘freemium’ model – free distribution on streets, Read full story › Source: Marketing Week...
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