Posts made in April, 2016

on Apr 25, 2016

By Lucy Handley With the explosion in the use of smartphones comes a massive increase in the amount of data being gathered about people, including where they are, what they are downloading, what music they like and so on. Perhaps most importantly for brands, smartphones can help marketers gain insight into consumers’ behaviour, with the location function allowing them to correlate what people are doing online with how they shop offline. As Robert Franks, managing director of commerce at O2 says, most of the money spent in the UK goes to physical shops, and if marketers know where people are, and they have the Read full story › Source: Marketing Week...

on Apr 25, 2016

By Suzy Bashford I remember seeing Protein World’s ‘Are you beach body ready?’ for the first time. Waiting for the bus, one hand busy scrolling emails on my phone, the other hurriedly stuffing chocolate into my mouth, I stopped, gazed down from the model’s indisputably beach-body-ready tummy on the billboard to my slightly protruding one, and wistfully dropped the half-eaten chocolate bar in the bin. Later I found myself wondering (much to my own annoyance) what a protein shake even was, and whether the chocolate flavour would taste like the bar I’d just chucked. If that’s not influence, then what is? The fact is, Read full story › Source: The Drum...

on Apr 25, 2016

By Laurie Fullerton One of the most compelling reasons that B2B organizations have invested in digital marketing strategies is they increasingly see the potential for revenue growth. However, a series of reports published by Accenture conclude that the most successful digital organizations are new companies that are four years old or less (64 per cent). Further, mature corporations with more than $25bn are moving more quickly than middle-to-small B2B organizations with programs such as marketplaces and EDI (electronic data interchange) in their digital numbers. While the younger, innovative companies and corporations with deeper pockets see more revenue coming from digital Read full story › Source: The Drum...

on Apr 25, 2016

By Natalie Mortimer Philadelphia’s well-known ‘Angels’ have made a comeback in the cheese brand’s latest European campaign as part of a strategy to provide light-hearted humour to its target audience. Created by J Walter Thompson, the agency’s first campaign for Philadelphia since winning back the business, the TV advert shows an angel giving fun advice to her nervous mum who is about to go on a first date. The spot ends with the daughter angel waiting up for her mum who eventually gets home in the small hours. Greta Hammel, marketing director EU Meals, Mondelez International, said the campaign will make the brand’s angels relevant Read full story › Source: The Drum...

on Apr 25, 2016

By John Glenday The growing financial clout and spectator appeal of eSports has brought many benefits to the games industry but one less positive side effect is the first suspected case of match fixing in the sector. Tennis and cricket are just two sports that have been affected by different scandals in recent months and now eSports joins them in the hall of shame following a move by competition sponsor Valve to permanently ban 21 Counter-Strike: Global Offensive players for throwing games last year in exchange for high value in-game items. The world of eSports is still reeling from the high profile investigation into professional Read full story › Source: The Drum...