Sales & Marketing news

• Brand Rot

  07-11-2018 16:40 via warc.com
  Brands are rarely made better when we add to them. The more we add stuff - be it for the sake of 'the new' or to fend off what we see as competitive threat - the greater the risk that we dilute and obfuscate what we really are, says Gareth...
  
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• Why brands are taking a political stand

  07-11-2018 16:30
  “Believe in something. Even if it means sacrificing everything,” urges the latest iteration of Nike’s long-running ‘Just Do It’ campaign, marking the 30th anniversary of the famous tagline.
  The text on that advertisement frames the face of American footballer Colin Kaepernick, a polarising figure who controversially protested against racial injustice in the US by not standing up for the national anthem at the start of a game. By aligning with Kaepernick’s stan
  
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• How Virgin Holidays personalised emails to banish the January blues

  07-11-2018 15:44
  The January sales period is an important time for many brands, none more so than travel firms looking to cash in on consumers’ post-Christmas hangovers and urge to avoid the long nights and cold weather.
  Virgin Holidays is no exception. The January sale period accounts for a third of the travel firm’s income as consumers look to beat the January blues. But with Brexit uncertainty putting the dampeners on Brits’ long-haul travel plans, the company realised it was time to give i
  
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• Sarah Vizard: Do retailers’ lacklustre festive ads mean the Grinch really has stolen Christmas?

  07-11-2018 15:37
  If you cover retail marketing, the two weeks at the beginning of November are the busiest of the year as retailers launch their bid for Christmas sales success. As soon as the clock hits midnight on 1 November, all thoughts of Halloween disappear and attention turns squarely to the most important time of year, Christmas.
  Yet this year, it appears the Grinch rather than Santa Claus may have been whispering in retail marketers’ ears. There’s a distinct lack of memorable festive advert
  
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• M&S boss: We’ve got to fix confusing Sparks loyalty scheme

  07-11-2018 15:19
  Marks & Spencer’s (M&S) loyalty programme is too confusing to use and doesn’t reward customers enough, the retailer’s boss admits, adding that ‘fixing’ Sparks is at the top of its to-do list as part of its digital transformation.
  Speaking at a press conference this morning (7 November), chief executive Steve Rowe said while customers engage with Sparks they don’t understand the points and it is too discount-heavy in its current form.
  “The k
  
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• Debenhams moves away from ‘vanity project’ TV ads in favour of an experiential Christmas campaign

  07-11-2018 09:00
  Debenhams is putting the spotlight on the joy of gift-giving rather than receiving in its 2018 Christmas campaign as the struggling department store eschews the big emotional TV ad and focus on experiential in a move to “reclaim” its position as a destination for gifting.
  The campaign, ‘Do a bit of you know you did good’, celebrates “fist-pump” moments. Four 20-second films, created by agency Mother, depict people finding the “perfect gift”, with
  
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• Tobacco giant Imperial looks to e-cigarettes to drive future sales

  07-11-2018 01:00 via warc.com
  Imperial, the fourth-biggest tobacco company in the world, has revealed it sees the growth of e-cigarettes as key to holding up future profits as demand for traditional cigarettes continues to fall.It says the “next generation”...
  
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• Insights on Chinese consumers' attitude to data exchange

  07-11-2018 01:00 via warc.com
  Nine out of 10 consumers in China say they are willing to share personal information – so long as they get something in return.Respondents to a survey by KPMG found that 90% of people said data sharing was fine, if it led to a better...
  
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• India's role in driving voice

  07-11-2018 01:00 via warc.com
  India is emerging as an important crucible for the voice strategies of US tech giants as Google and Amazon roll out new products and services aimed at attracting brands and advertisers.Earlier this year, a report from digital marketing agency...
  
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• Four trends show strategy is changing in MENA

  07-11-2018 01:00 via warc.com
  The Middle East and North Africa is chronically under regarded by the marketing world at large. With WARC’s second MENA strategy report, we have taken a deeper look at the region’s best campaigns. Here are four trends you need to know. ...
  
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• Cigna shifts focus from 'sick care' to 'well care'

  07-11-2018 01:00 via warc.com
  Cigna, the health insurance service company, has generated strong brand benefits and driven positive behaviour change among consumers through focusing on well care rather than sick care.Stephen Cassell, Cigna’s vice president/global...
  
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• Business must talk about society, industry leaders say

  07-11-2018 01:00 via warc.com
  The days of corporates steering clear of any kind of political discourse and focusing only on delivering for shareholders are over, according to key business figures.The New York Times...
  
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