Posts made in September, 2015

on Sep 29, 2015

By Christopher Ratcliff How can a brand use the data it has captured to help build memorable and personal relationships at every stage of the customer journey? At the forefront of this data-driven approach is Crispin Nieboer, Director of Corporate Development & Innovation at UK bookmaker William Hill. Crispin will be speaking at the Festival of Marketing in November on the Customer Experience stage, but as a taster for his appearance I talked to him about William Hill’s approach to data and CX. What led to William Hill developing a more data-driven approach to its customer experience? Creating enjoyable and memorable experiences that our customers Read full story › Source: Marketing Week...

on Sep 29, 2015

By Leonie Roderick The brand’s hub ‘#Swearbyit’ will post editorial content on a weekly basis and include cooking recipes, beauty tips and health advice. The brand will also work with guest bloggers, who in turn are encouraged to share their articles on their social channels. The platform will be separate to Vita Coco’s website, but content from the hub will also be posted on Vita Coco’s social channels including Facebook, Twitter and Instagram. The hub, which is managed by Gravity Road, was launched in response to a brand research project on consumer awareness, which found that while 84% of consumers know about coconut oil 53% Read full story › Source: Marketing Week...

on Sep 29, 2015

By Minda Smiley Pandora and Spotify have both welcomed the emergence of Apple into the music streaming sector. Sharing a stage at Advertising Week New York, chief marketing officer of Pandora Simon Fleming-Wood and chief marketing officer of Spotify Seth Farban discussed Apple Music, how their services differ, and using data to improve user experience. Farban said that competing against Apple, which he called the “world’s largest company and one of the greatest brands of all time,” helps sharpen Spotify. “What’s a better competitor than Apple?” he said. “Apple is helping us validate streaming as the future of the music industry.” Fleming-Wood highlighted the fact that Read full story › Source: The Drum...

on Sep 29, 2015

By Tony Connelly Johnston Press has marked the arrival of its revamped Scotsman title which a new ad campaign featuring a specially commissioned poem by renowned Scottish poet Billy Letford. The six-figure ‘Louder’ ad campaign will promote the redesigned newspaper as well as the new website and app. It will use many of the traditional advertising platforms such as print, digital, radio and the social tag #CanYouHearIt. There will also be a three week out of home advertising burst beginning on 5 October with marketing wrapped around the body of 100 taxis in Edinburgh and Glasgow. Today we launch Read full story › Source: The Drum...

on Sep 29, 2015

By David Ellison With the release of the endorsement-heavy new Bond film Spectre nearly upon us, have you ever wondered what the difference is between product and prop placement? I regularly receive queries from ISBA members asking me that exact question. It may be of interest to know that both have been quietly used by some of the UK’s biggest advertisers over the last 30 years without generating many headlines. ISBA and its members were heavily involved in the consultations which resulted, in February 2011, in the Ofcom rules allowing advertisers to pay producers of commercial television programmes for product inclusion, subject to Read full story › Source: The Drum...