Sales & Marketing news

• Recommended reading: Ritson’s Nike response and living fearlessly

  06-09-2018 16:07
  This is not a question of brand purpose. This is a question of targeting
  Mark Ritson
  Nike’s decision to feature American football star Colin Kaepernick in its 30th anniversary ‘Just Do It’ campaign has been met with fierce criticism, with opponents threatening to boycott the brand and even burning its products. Marketing Week columnist Mark Ritson has taken to Linkedin to argue why Nike’s ad is not an example of brand purpose but of classic brand positioning instead. He
  
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• M&S is transforming its marketing team into specialists rather than generalists

  06-09-2018 15:55
  Marks & Spencer (M&S) is restructuring its marketing team to take a “specialist rather than generalist” approach to ensure it has “absolute expertise” in everything it does and is a business fit for a future online.
  From visual merchandising and paid search, to CRM and search engine optimisation, a number of specialist teams have been brought into the function, which M&S says is allowing it to work in a much more agile and collaborative way than it has d
  
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• Heineken drops ‘Open Your World’ as it launches new positioning

  06-09-2018 12:36
  Heineken is getting rid of taglines in a new marketing strategy that sees it embrace clichés and appeal to millennials.
  Heineken’s ‘Open Your World’ tagline has been around since 2011, with campaigns under the strapline helping it win two Cannes Lions awards. But when the brand conducted its annual brand testing last year it found that for the first time the campaign wasn’t working.
  That was because the target 25- to 34-year-old consumer had shifted, meaning the m
  
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• Heineken drops ‘Open Your World’ as it launches new marketing strategy

  06-09-2018 12:36
  Heineken is getting rid of taglines in a new marketing strategy that sees it embrace clichés and appeal to millennials.
  Heineken’s ‘Open Your World’ tagline has been around since 2011, with campaigns under the strapline helping it win two Cannes Lions awards. But when the brand conducted its annual brand testing last year it found that for the first time the campaign wasn’t working.
  That was because the target 25- to 34-year-old consumer had shifted, meaning the m
  
  Read more

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• Help secure the future of marketing: Become an ambassador and inspire the next generation

  06-09-2018 08:00
  Marketing Week is looking for 50 marketers aged under 30 to be ambassadors of a new educational initiative designed to increase awareness of marketing careers among school children.
  Alongside education company Learn Et Al and Pearson College London, we will be supporting the launch of the School of Marketing, a new learning platform for young people from all backgrounds across the UK.
  We need people to help spread the word about how exciting, creative and dynamic a career in marketing can be.&n
  
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