Sales & Marketing news

• British Gas on attracting the next generation of marketers

  13-03-2018 16:11
  In a world where brands are reacting to the pace of change by focusing on the inherent value of their brands, it will take best in class marketers to stand out says British Gas marketing director, Miriam Jordan Keane.
  “We feel very strongly that in order to be competitive we need to have best-in-class marketers and one of the big drivers to ensure that we keep getting smart marketers is to understand customer behaviour, focus on insight and data-driven comms,” she explains.
  “So
  
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• MoneySuperMarket: We need our brand to be more famous than our ads

  13-03-2018 16:00
  MoneySuperMarketing is rethinking its approach to marketing as it looks to give the discipline more strategic importance and ensure its brand is more famous than its ads.
  The price comparison site is making a raft of changes including hiring its first chief customer officer and putting its ad business up for pitch. The incumbent, Mother, will not be repitching as MoneySuperMarket seeks a fresh direction for the brand.
  Speaking to Marketing Week, Darren Bentley, MoneySuperMarket’s marketing
  
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• Marketoonist on influencer marketing

  13-03-2018 15:22
  Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
  See more of the Marketoonist here
  The post Marketoonist on influencer marketing appeared first on Marketing Week.
  
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• ‘FCK with your logo if you want to make an impact’

  13-03-2018 08:30
  If you’re reading this article, you will surely have seen the recent apology ad from KFC, in which the brand admitted to having FCKed up by running out of chicken.
  Despite its apparent simplicity, this literally humble ad represented a marketing masterclass on several levels, as Mark Ritson pointed out on this very website.
  READ MORE: Mark Ritson – KFC’s marketers turned a chicken crisis into a brand triumph
  It’s also the most recent example of a fine – and arguabl
  
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• How brands are getting young people into marketing

  13-03-2018 08:00
  Big brands in sectors from retail to FMCG, finance to utilities, all use graduate schemes to source the next wave of fresh talent for their businesses. But that’s not the only option.
  Alternatively, some companies opt for internships that turn into fully fledged employment, others for apprenticeship schemes, and some even throw new starters in at the deep end with a full-time, permanent role. So what are the benefits and drawbacks of each approach?
  Both the Future Leaders Programme and co
  
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• Unilever's U-Studio delivers quicker for less

  13-03-2018 01:00 via warc.com
  LONDON/ROTTERDAM: In the eighteen months since Unilever announced the creation of its in-house agency U-Studio, it has achieved significant efficiencies in its digital marketing.The company’s recent
  
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• Lack of GDPR clarity encourages collaboration

  13-03-2018 01:00 via warc.com
  GLOBAL: Cross-device identity company Drawbridge’s decision to withdraw its advertising business from the European market ahead of GDPR throws the need for collaboration across the industry into stark relief.Drawbridge intends to close its...
  
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• IPL, PSL run into problems

  13-03-2018 01:00 via warc.com
  MUMBAI/DUBAI: The upward trajectory of T20 cricket in India and Pakistan appears to have stalled, as PSL franchises complain of losing money and reports suggest that Star India has yet to sell a significant proportion of its advertising inventory...
  
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• HBO's experiential marketing formula

  13-03-2018 01:00 via warc.com
  AUSTIN, TX: HBO, the cable network, is using experiential marketing to drive “quality impressions” and expand on its broadcast content in compelling ways.Steven Cardwell, HBO’s Director/Program Marketing & Marketing Strategy,...
  
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• Diageo India focuses on category behaviour

  13-03-2018 01:00 via warc.com
  NEW DELHI:Diageo, the drinks company, has navigated alcohol category turmoil in India by relying on content and focusing on category behaviour rather than brands, according to a senior executive at the company.Sridhar B., Chief Digital Marketing...
  
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• Build brands with 15-second ads

  13-03-2018 01:00 via warc.com
  GLOBAL: Fifteen-second commercials may be as effective, both rationally and emotionally, as traditional 30-second ones when it comes to brand building, according to new research which challenges received wisdom on how long an ad should be.Writing...
  
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