Markéting

The Value of Targeted Advertising

Laurent Delaporte | Posted 17.07.2015 | UK
Laurent Delaporte

With poor targeting readers become inundated with offers that are completely irrelevant, leaving them irritated, frustrated and in some cases disenchanted with the publisher. Imagine a person making a purchase from the computer of a friend or family member.

Summer Pop-Up Events: How To Maximise Them For Increased Brand Exposure

Richard Dodgson | Posted 10.07.2015 | UK
Richard Dodgson

Don't just follow suit, don't cut corners and don't throw money at a concept you haven't fully developed. The essence of the idea can be quite simple, but the delivery of the event needs to be thorough and consistent, leaving a positive lasting impact with your audience and target market.

No Cannes Do

Jay Sorrels | Posted 29.06.2015 | UK
Jay Sorrels

Having many creative people in the same place, for the right reason could be atomically powerful. It also attracts charlatans, buzzword bingo callers and all manner of distractions. Commentators far more seasoned and wise than I can ever be, have confessed some confusion and disappointment.

Here's Why Tesco 'The Brand' Could Use A Little Help

Suzanne Hoare | Posted 25.06.2015 | UK
Suzanne Hoare

My sister just got back from Tesco. "Something weird just happened," she said. Little did I know 'something weird' would involve a red pepper. "I ...

Looking Beyond the Lions

Jay Sorrels | Posted 22.06.2015 | UK
Jay Sorrels

Dazzled by all the image, sound, words and technology of Cannes? It's a lot to take in. Along with the chance to meet, greet and learn from your peers there will be plenty of enforced buzzword buffoonery, bacchanalia and loud speakers who will be talking up their value as media channels (rather than the luck that got them there)...

Shocking, ANOTHER Sexist London Underground Ad

Caroline Robertson | Posted 12.06.2015 | UK Universities & Education
Caroline Robertson

Well here's a shocker for you: your company looks sexist and I'm not using your app. Perhaps instead of spending your budget on splashing your offensively degrading posters all over the London transport lines you could use it on replacing your copywriters.

Mission Possible: Harnessing LGBT Inclusion in Business for Good

Neil Bentley | Posted 11.06.2015 | UK
Neil Bentley

We are on the cusp of major change. Strong leadership has the power to join up conversations around LGBT diversity and inclusion, talent management, marketing and brands as well as trust and reputation. And by integrating the diversity agenda into a business' core, it becomes a powerful force in business and society for good.

A Shadow Cast over the Sun: Vodafone Sol, Buxton Water and Assaults against Public Space

Lucy Bell | Posted 09.06.2015 | UK Politics
Lucy Bell

Fighting against growing levels of precarity, unemployment, poverty and homelessness - in Spain and, contrary to what our government claims, in the UK - also requires us to reclaim what should belong to the state and its citizens, to us.

It's Okay Not to Be Resilient All the Time

Vicky Bullen | Posted 03.06.2015 | UK Lifestyle
Vicky Bullen

A quick straw poll of some of my friends and colleagues revealed that, whilst many of the emerging themes were common resilience themes, a real plethora of slightly unexpected techniques came through - so I thought I would share some of those.

Above, Below and on the Line: What's the Best Way to Reach an Audience?

Gavin Devine | Posted 19.05.2015 | UK
Gavin Devine

There are changes afoot that all of us in communications need to confront. So do those who report on our sector. The biggest change of all is the need to stop thinking of competition between television and online, or between above the line and below. We should think instead about collaboration, cooperation and integration, and the significant results that we can achieve together.

Labour's Epic Fail Viewed Through the Prism of Marketing's Hottest Medium

Theo Delaney | Posted 18.05.2015 | UK Politics
Theo Delaney

So what went wrong? Was the strategy flawed? Most commentators now say that targeting a narrow section of voters meant alienating the bulk of the electorate; that Labour were making a Ken Loach film when they should have been making Fast and Furious 8.

How to Market a Circus - The Advance Man Book Review

Douglas McPherson | Posted 12.05.2015 | UK Entertainment
Douglas McPherson

Most circus memoirs are written by performers or showmen. But it doesn't matter how good a show is if there's no audience to see it. The Advance Man ...

Lynton Crosby's Ten Rules for a Successful Campaign

Gareth Price | Posted 12.05.2015 | UK Politics
Gareth Price

Whatever your political affiliation, there's no denying the Conservative Party surpassed all expectations in securing a majority, and they owed a big part of that success to one man: Lynton Crosby.

Time Has Run Out in the Battle to Swing Britain's 'Digital Election'

Dominic Trigg | Posted 30.06.2015 | UK Politics
Dominic Trigg

With 194 marginal seats in the UK, needing only a 5% change in behaviour for them to switch allegiance, the party that has utilised effective online marketing campaigns targeted at voters in these constituencies could have helped provide a deciding factor in these last couple of weeks of the campaign.

It's on Us?

Leeanne Boulton | Posted 20.06.2015 | UK
Leeanne Boulton

There's no getting away from the fact that we are living in an increasingly material world.

I Hate Mums

Stuart Smith | Posted 14.06.2015 | UK Parents
Stuart Smith

I hate mums. I love my own mum. She's lovely. I love my wife, who's also a mum. Oh, and also lovely. These mums, I love to bits. Not literally. The mums I hate are those collectively used as a depictor or descriptor of who does the childcare.

Gender Equality and Diversity: Inspiring Women to Vote

Vicky Bullen | Posted 09.06.2015 | UK Politics
Vicky Bullen

For me, the last couple of months there has been a lot of reflection on issues of gender equality and diversity.

Cross-Device Retailing: Connecting the Digital Dots

Jon Buss | Posted 30.05.2015 | UK Tech
Jon Buss

With access to several devices, consumers now have the luxury of shopping and accessing content online via multiple devices, no longer restrained by the desktop. From mobiles, to tablets and laptops, the UK has officially become a nation of device hoppers.

Successful Brands Know the Answers to These Five Questions

Maz Nadjm | Posted 30.05.2015 | UK Tech
Maz Nadjm

As a marketing strategy, employee advocacy is extremely cost effective. Companies are relying on a resource they've had all along - their own employees -to increase general brand awareness and, ultimately, drive more sales.

What's Wrong With a Little Infidelity?

Neil Davidson | Posted 30.05.2015 | UK
Neil Davidson

While British Airways scores well on loyalty, 75% of people define EasyJet as a "friend with benefits" according to the Human Brands research study. The same research also revealed consumers are having "secret relationships" with brands like McDonald's (60%) too, suggesting they are increasingly indiscriminate, placing ease and availability above brand loyalty.

Fail to Innovate - Fail as a Business

Colin Byrne | Posted 27.05.2015 | UK
Colin Byrne

Innovation is the lifeblood of any brand and failure to innovate only leads to failing as a business. Google could quite easily take their foot off the gas and simply boss the internet for a decade or two before bowing out to a new upstart, but they will never rest on their laurels - and that's the key. Never sit still. You're never too big to fail.

European Ad Market in Rude Health as Advertising Week Europe Kicks Off

Nikki Mendonca | Posted 25.05.2015 | UK
Nikki Mendonca

With Advertising Week Europe now in full swing, the following six trends highlight why the ad industry is actually in a good place.

Design by the Pound

Jim Prior | Posted 25.05.2015 | UK
Jim Prior

There's no doubt in my mind that the tide is starting to turn in favour of making great design an essential component of better business and a better society. But it remains the case that such approaches are the exception rather than the rule.

When Does Blogging Become Content Marketing?

Mark Hillary | Posted 24.05.2015 | UK Tech
Mark Hillary

We have moved on from just calling this process "corporate blogging." Now we are referring to the process of publishing corporate information, which is not specifically advertising, as content marketing.

Why Coming Out Is Good for the Advertising Business - LGBT Diversity in the Workplace

Joshua Graff | Posted 24.05.2015 | UK
Joshua Graff

With Advertising Week Europe upon us, now is a good time to reflect on the state of the industry. One issue that's close to my heart is diversity in the sector, and in particular making sure that the industry is a positive environment for the LGBT community.