Sales & Marketing news

• ‘Branding queen’ Rita Clifton: At any stage you can shape or destroy brand reputation

  04-07-2018 18:05
  When Rita Clifton championed the idea that the brand is the central organising principle of a business, it was alien to many companies – indeed, some might argue it still is. As CEO and chair of Interbrand from 1997 to 2012, she was at the forefront of a push to get brands recognised as financial assets on company balance sheets.
  She tells Marketing Week: “One can always criticise brand valuation – the practice has moved on, and there is a much more dynamic and business-shaped
  
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• How Aviva’s ‘Digital Garage’ is helping the insurance brand disrupt itself

  04-07-2018 16:26
  
  Aviva is hoping to transform the insurance industry by using data and technology to address customers’ biggest pain points and using its marketing to move the conversation away from price and towards service, the level of cover and the claims process.
  To do that, Aviva opened a ‘Digital Garage’ in Shoreditch in East London two years ago. It now holds a few hundred staff and is home to its digital innovation and development teams, which house staff including data scien
  
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• Are clients getting a clear enough view of transparency?

  04-07-2018 14:00
  Everywhere you look, it’s all about transparency. Advertising and media has grasped the importance of this issue in recent years to such an extent that it has, ironically, become one of the industry’s most visible issues, argues...
  
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• How Lucozade overcame the ‘friction’ between agencies and its in-house team

  04-07-2018 13:33
  After setting up its in-house agency TED two years ago, Lucozade Ribena Suntory says it has saved “a good deal of money” and is gradually looking to expand its remit within the business, bringing some media buying into the fold too.
  However, its success hasn’t been without its challenges, according to Rick Oakley, head of digital marketing and the TED team.
  “I definitely have a few more grey hairs from the last couple of years,” he jokes, with one of the b
  
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• JPMorgan's ultimate guide to markets and the economy

  04-07-2018 13:00 via feedproxy.google.com
  Volatility has defined 2018's stock market. Trade war fears, and an increasing belief the US is nearing the end of the economic cycle have both put a damper on investor sentiment. 
  The S&P 500 is only up slightly this year, and the Dow Jones is down, with the tech-heavy Nasdaq is leading the way in the US.
  But as the yield curve flattens, and investors flock into long-term government debt for safety, the outlook for equities may not be as rosy as it was in at the start of the year
  
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• Zoe Clapp: AI will not replace us, it will allow us to focus on what matters

  04-07-2018 12:58
  I visited the ‘Age of Amazement’ TED conference in Vancouver earlier this year. The conference sees influential thinkers and investors gather in Vancouver to speculate on the future and share thoughts on things that seem right at the edge of current possibility.
  Speakers included Kai-Fu Lee, president of Google in China until 2009 and now a venture capitalist. Lee predicted half of all jobs worldwide will be “lost to AI” in the next decade. But he didn’t paint
  
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• The EU is reportedly plotting a major international effort to defuse Trump's trade war — but the US isn't buying it

  04-07-2018 11:05 via feedproxy.google.com
  EU reportedly ready to hold talks with major car manufacturers about a coordinated effort to cut pre-existing tariffs.
  US officials aren't believed to be keen on the idea, saying it would not "make a lot of sense for us."
  Trump has threatened to place tariffs on European automobiles, but has not yet followed through.LONDON — The European Union is reportedly ready to hold talks with major car manufacturers about a coordinated effort to cut pre-existing tariffs, as a means of defusing P
  
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• The chairman of one of China's largest conglomerates has died in an accident

  04-07-2018 10:15 via feedproxy.google.com
  Wang Jian, chairman of Chinese conglomerate HNA dies in accident during French business trip.
  The company said Jian had a fall.
  "HNA Group extends deepest condolences to Mr. Wang’s family and many friends," HNA said in a statement.Wang Jian, the cofounder and chairman of one of China's biggest conglomerates, HNA, has died during a business trip in France, the company said on Wednesday.
  Jian, who was 57 years old, died in an accident, the company said. He suffered a fall on the trip, H
  
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• HSBC: Trump's trade war is front and center in a 'triple shock' of risks that threatens to derail global markets

  04-07-2018 08:01 via feedproxy.google.com
  A "triple shock" of risks is looming over the global economy and threatens to derail the world's recovery, analysts at HSBC say.
  Tightening financial conditions in the US, rising oil prices, and the escalating trade war sparked by the Trump administration are all threats to the world economy, the bank said.
  A so-called "triple shock" of risks is looming over the global economy and threatens to derail the world's recovery, according to a new report from analysts at HSBC released at the end o
  
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• Mark Ritson: Even in 2026, most people will watch the World Cup on TV

  04-07-2018 08:00
  After another wonderful night in Russia and the sneaking sensation that it really could be coming home, it almost seems a shame to turn our attention from the pitch to the audience. But that’s what marketers do. When everyone else is watching the ball, we are watching the people watching the ball. Specifically, the size and nature of the online audience for this World Cup.
  We might only be two weeks into the tournament but many pundits are already feverishly positioning Russia 2018 as the
  
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• MORGAN STANLEY: The truck-driver shortage is getting worse, and everyone loses in the most likely outcome

  04-07-2018 06:54 via feedproxy.google.com
  The demand for trucking services is greater than the number of drivers, and freight costs have increased as a result.
  According to a team of analysts at Morgan Stanley, costs across the industry are likely to continue rising and could reach a breaking point where shippers explore other options.
  In their bullish scenario, however, self-driving trucks would help lower costs.
  There aren't enough truck drivers to move the world's cargo around.
  The US, Germany, and Japan face a shortfall of 565,000 d
  
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• 'Independence Day comes early': Wall Street is psyched at Dell's decision to leave VMware alone (VMW)

  04-07-2018 05:19 via feedproxy.google.com
  Wall Street rejoiced this week on news that Dell would not pursue a "reverse merger" with VMware.
  In the words of Morgan Stanley, "Independence Day Comes Early" for VMware, since the potential reverse merger with Dell weighed heavily on its stock price.
  The reverse merger would have taken Dell public but decimated VMware's shareholder value, according to analysts. 
  VMware is up 9% on sustained excitement following an official announcement from Dell on Monday that it would return to the publ
  
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• Netflix dominates the US streaming market, but it may soon be an even bigger hit overseas (NFLX)

  04-07-2018 05:00 via feedproxy.google.com
  Netflix's original shows have been a hit in the United States.
  The company is increasingly focusing on producing shows for international customers.
  That focus is likely to boost international subscriptions and revenue even more than previously expected, Cowen analyst John Blackledge said in a new report.Based on that analysis, Blackledge upped his price target on Netflix's stock.Netflix is already big in the United States, but it soon could become an international blockbuster.
  That's the take of
  
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• Netflix is now the most popular TV service in the US — here's why its lead is likely to only get larger (NFLX, AMZN, CMCSA, GOOGL)

  04-07-2018 04:52 via feedproxy.google.com
  Netflix is the most-watched TV service among US consumers, topping even basic cable, according to a new survey by Cowen.
  But its lead is particularly pronounced among younger consumers.
  That's good news for Netflix and its investors, Cowen analyst John Blackledge said, pointing to it as a reason for raising his price target on the company's shares.
  Netflix is now the most popular TV service in America. And by the look of things, its dominance will only increase.
  A plurality of US consumers say N
  
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• 'China doesn't need to punish itself for others' foolish trade policies': Wall Street warns Beijing against weakening its currency

  04-07-2018 04:46 via feedproxy.google.com
  The Chinese yuan has been sinking to fresh lows versus the dollar.
  Though the People's Bank of China has tolerated the depreciation beyond its stated exchange-rate policy, analysts say yuan depreciation as a tool in a trade war would be too costly.
  Follow the Chinese yuan in real time here.
  Amid China's currency sell-off and trade battle with the US, some analysts are drawing comparisons to 2015, when the country's central bank allowed the yuan to drop nearly 5%.
  The yuan on Tuesday hit its
  
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• The way to the hearts and heads of Gens Z and Y

  04-07-2018 01:06
  GLOBAL:Younger generations around the world are marketing savvy and have similar expectations towards companies, brands and media, according to an industry figure who says marketers need to truly understand their motivations and culture if they...
  
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• Rates rises pile further pressure on UK retailers

  04-07-2018 01:06
  LONDON: Business rate changes that push up costs for retailers with city-centre properties and at the same time reduce costs for online competitors’ out-of-town warehouses are adding to the woes of the British high street.Rates adviser Altus...
  
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• Explore cultural motivations to better understand consumers

  04-07-2018 01:06
  TOKYO: Western and Eastern marketing cultures are very different, but bringing elements of the two together can help global brands be more relevant in Asia’s varied markets, a senior agency strategist has suggested.According to Sanjay...
  
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• Data, apps and pop-ups lead Asian retailers' plans for year ahead

  04-07-2018 01:06
  HONG KONG: New apps, pop-up stores, data analytics, augmented reality and virtual reality are all high on retailers’ own shopping lists as they strive to improve the experience for consumers, new research from Asia shows.A just-released...
  
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• Civic engagement pays for Boost

  04-07-2018 01:06
  IRVINE, CA: An experimental campaign for prepaid mobile brand Boost that departed from category norms improved sales and brand health metrics with no media budget – and won an effectiveness award at the Cannes Lions Festival.In a category...
  
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• ASA bans Cadbury ad and warns brands ‘don’t take easy option’ when it comes to junk food marketing

  04-07-2018 01:01
  The ad regultaor has warned brands not to take the “easy option” when it comes to advertising high fat, salt and sugar (HFSS) products as it bans three confectionery company’s online ads – a first since it introduced new junk food rulings.
  Mondelez UK, which owns Cadbury, Cloetta UK, which manufactures Chewits, and Swizzels Matlow, which produces Squashies, each had complaints upheld over their targeting of unnder-16s online.
  Guy Parker, the Advertising Standards Authorit
  
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