Markéting

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 30.04.2015 | 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 22.04.2015 | 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 14.04.2015 | 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 14.04.2015 | 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 31.03.2015 | 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 31.03.2015 | 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 30.03.2015 | 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.

What is 'Dark Social' and How Can It Be Measured?

Chris Harris | Posted 23.05.2015 | UK Tech
Chris Harris

I copied the URL into an email and sent it to her. In doing so, I was committing a 'dark social' act. But what does this simple action mean for marketing on the web, and more importantly how on earth do we track it?

How Does Creativity Live in an Automated World?

Chris Camacho | Posted 23.05.2015 | UK
Chris Camacho

Collaboration is the key word here. In the programmatic world stronger and closer working partnerships between all the parties involved will drive better results and greater success for our clients' brands. Ultimately, what I am saying is that programmatic can provide the bedrock for creativity to flourish. It just needs to be approached differently from what has gone before.

By Unlocking the Power of Data, You Can Win the Performance Marketing Race

Stewart Easterbrook | Posted 23.05.2015 | UK
Stewart Easterbrook

The rise of data has created huge disruption for businesses in all kinds of sectors. Let's take the lead from influencers in sport as the evidence that smart use of data can deliver true competitive advantage.

Nike's Famous Slogan Was Inspired By A Executed Murderer

The Huffington Post UK | Ryan Barrell | Posted 20.03.2015 | UK Sport

One of the world's most recognisable and iconic marketing slogans was inspired by the last words of an infamous killer, it has been emerged. We are...

Investing in .Sucks Could Be the Best $2,500 Companies Might Ever Spend

Chris Owen | Posted 18.05.2015 | UK Tech
Chris Owen

The right-back-atcha nature of a well made, well maintained .sucks domain has the potential to bring a vocal community together against a company - and without naming any names, there are plenty that spring to mind in the fossil fuel, banking, and tax dodging categories alone.

Samsung Note 4 Keeps Advertising Innovation Ticking

Huffington Post | Posted 16.03.2015 | UK

When you have a big role in business, you need a smartphone that keeps up with your pace. Simon Hathaway, global head of retail experience at Cheil an...

What the Heck Is PR, Anyway?

Claire Mitchell | Posted 16.05.2015 | UK Lifestyle
Claire Mitchell

You've heard people talking about PR, 'oooh you MUST use PR in your marketing' or 'I'm going to outsource my PR' but what does it even mean? PR is public relations. Which still doesn't really mean anything.

'Support a Woman, Not a Charity' and Make it Happen Every Day for Every Woman

Shivonne Graham | Posted 12.05.2015 | UK
Shivonne Graham

After going through the programme, she will earn on average five times more than she did at enrolment. This boost in household income results in better nutrition and family health, and keeps children in school.

Penguin Asked People To Tweet At Them With #YourMum And Everything Went Wrong

The Huffington Post UK | Ryan Barrell | Posted 09.03.2015 | UK Comedy

Social media is such a turbulent and fluid platform, sometimes marketers need to think outside the box. The folks at Penguin Books did what many ot...