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Global communications director at Jaguar, Ian Armstrong, was cornered by The Marketing Society’ at That’s What I call great marketing and shared his thoughts on what great marketing looks like…
Posted: January 25th, 2012 | Author: will.armstrong | Filed under: Awards for Excellence, Features | Tags: Global Communications Director, Great marketing, ian Armstrong, JAguar, the marketing society | Leave a Comment »
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As part of our partnership with Marketing magazine we spark debate amongst senior members of The Marketing Society. On this occasion, with Unilever crossing gender boundaries by adding limited-edition scent Anarchy to its Axe range, we ask is it risky for gender-specific brands to target the opposite sex?
No
Alan Giles
Chairman, Fat Face
Fashion brands often subsequently launch a variant for the opposite sex – think Topshop and Topman. It’s an obvious diversification strategy, leveraging the investment in awareness and brand equity. It is even more common to have gender-specific variants of the same fragrance brand.
What’s riskier about Anarchy is the direct association with the Axe/Lynx brand, with its unapologetically laddish view of the world. Nonetheless, the unreconstructed heroes of the Axe/Lynx ads are portrayed in a firmly tongue-in-cheek manner, so I think Unilever will have a lot of goodwill to work with in its new target market. If not, there are always the laddettes.
Posted: January 19th, 2012 | Author: stuart.treasure | Filed under: Marketing Society Opinion Forum, marketing society forum | Tags: alan giles, anarchy, bodywise uk, Fat Face, karmarama, marketing debate, Nicola Mendelsohn, opinion, susie hewson, targeting, tbwa, the marketing society, The Marketing Society Forum, unilever, Unilver, zaid al zaidy | Leave a Comment »
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Here’s a new year’s resolution for you, come along to one Marketing Society event a month.
You can now plan your 2012 with our new interactive calendar. Add all our dates to your calendar, find out more about specific events and book online.
To give you a snapshot we have thought-provoking lectures, panel debates, dinner discussions, sustainability and the City, seminars and workshops, lunches and parties. And champagne.
We look forward to seeing you at an event of ours soon.
Posted: January 13th, 2012 | Author: stuart.treasure | Filed under: Uncategorized | Tags: 2012 calendar, interactive calendar, marketing events, the marketing society | Leave a Comment »
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As part of our partnership with Marketing magazine we ask senior members of The Marketing Society whether fewer resources will lead to inferior campaigns, or be the stimulus for greater invention and focus?
Yes
Alistair Macrow
Vice-president marketing, McDonald’s
I’m expecting big things from brand marketing in 2012. Tough times and tight budgets will subject campaigns to a ‘survival of the fittest’ test, with the ‘fittest’ being judged against three things.
First, quality. Brands will be looking for maximum value. Second, focus. When you can’t afford to do everything you’d like, the money has to be spent on the most powerful campaign. We’ll see more hard-hitting and creative campaigns. That’s exciting.
Lastly, necessity is the mother of invention. It’s easier to take risks when your back is against the wall. It might be an excuse for some ill-judged work, but it will also spawn some of the most inspirational output we’ve seen in a while.
Posted: January 12th, 2012 | Author: stuart.treasure | Filed under: marketing forum | Tags: Alistair Macrow, barclays, brand marketing, domino's pizza, itv, mark trinder, McDonald's, sara bennison, simon wallis, the marketing society, The Marketing Society Forum | Leave a Comment »
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Marketing Society Member, Giles Bailey from Transport for London talked to The Marketing Society at our Christmas Party about what he thinks will be the biggest challenge he will face in 2012…
Hear more Marksting Soiety Member 2012 challenges….
Posted: January 12th, 2012 | Author: will.armstrong | Filed under: Features | Tags: Christmas Party, Giles Bailey, Olympics, the marketing society, Transport for London | Leave a Comment »
Leave a Comment » | 378 Views | 0 Comments » |
CEO of International Airlines Group and with a reputation as a formidable political negotiator, Willie Walsh was cornered by The Marketing Society’s marketing director Gemma Greaves at our Annual conference and was asked what he thought all marketers should know about leadership…
We would love to know what were the key points you learnt at our Annual Conference. Please add your comments to this post or tweet us using the hash tag #GlobalLeadership.
Why not take the opportunity to read more blog posts on our Annual Conference here.
Posted: January 6th, 2012 | Author: will.armstrong | Filed under: Annual Conference | Tags: Annual Conference, Global Leadership, leadership, the marketing society, Willie Walsh | Leave a Comment »
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Selfridges’ sustainable fishing drive, Project Ocean, shows the importance of thinking green but the debate now is whether average consumers can afford to factor the environment into their spending.
No
David Bainbridge
Chief executive, Elvis Communications
The disturbing and powerful film The End of the Line about the repercussions of over-fishing might have been the catalyst for Selfridges’ Project Ocean. However, it is newer, less-well-financed businesses focused on purpose rather than profit that really harness the power of sustainability.
Take Followfish in Germany, which introduced a tracking code on packaging that allowed consumers to see where the fish they are eating came from and how it was cultivated, caught, processed and stored.
Online shoe shop Zappos and electric car manufacturer Tesla have been equally disruptive in their categories. For these forward-thinking businesses, sustainability isn’t just a single product or marketing initiative but a belief set that every department and every employee share.
Now I wonder if you can take your sustainable fish home in a plastic bag from Selfridges? The destructive consequences of plastic in our oceans is another very inconvenient truth.
Posted: January 5th, 2012 | Author: stuart.treasure | Filed under: marketing forum | Tags: Carbon Trust, david bainbridge, Elvis Communications, Hugh Bishop, innocent, Meteorite, simeen kadi, sustainability, the marketing society, The Marketing Society Forum, Thomas Delabriere | Leave a Comment »
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With brands increasingly drawing in the consumer to engage in the brand experience, we look at two winter campaigns that do exactly that. The first for Jack Daniels started life as an experiential piece which is then used as the centrepiece for an advertisement, finally taking you to a fun facebook game. The second, the latest in the Merrell clothing global campaign, a print and outdoor execution which then you to add your own scenery. This started life as an interactive campaign inviting the customer to upload their own backdrop to a website – it will be interesting to see how consumers will engage with brands next year as more and more is expected of them.
Holiday Barrel Tree, Jack Daniels
Arnold klp
This year, the Jack Daniel’s Distillery built what it hopes to be a new holiday tradition in its hometown of Lynchburg. A 26-foot-tall holiday tree erected from 140 white oak whiskey barrels. The building of the tree is the theme of the brand TV spot and silkily proclaims that it is not what is under the tree that matters but who is around it. A warm glow inside only matched by the warm glow from the tree in the end frame.
The campaign went live on December 1st and includes TV, print and a frustrating Facebook game - ‘Barrel Bandits!’ The game asks fans of Jack Daniel’s to help protect the whiskey in the 26-foot high barrel tree by firing snowballs at the notorious ‘barrel bandits’ who are trying to spoil the festive celebrations. Current High Score over 770,000,000 – (personal best a mere 20,000).
Posted: December 21st, 2011 | Author: stuart.treasure | Filed under: haystackonline | Tags: Advertising, Arnold klp, Christmas campaign, Haystack, haystackonline, Jack Daniels, Merrell, the marketing society, The minimart | Leave a Comment »
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Russell Abbott, managing director of Synergis Marketing talks to The Marketing Society at our Christmas Party about what he thinks will be the main challenges marketers will face in 2012.
See the full video below and keep an eye out for further videos from our Christmas Party coming to our blog soon.
Hear more Marksting Soiety Member 2012 challenges….
Posted: December 16th, 2011 | Author: stuart.treasure | Filed under: Cornered, Uncategorized | Tags: 2012 challenges, christmas drinks, Christmas Party, russell abbott, synergis marketing, the marketing society | Leave a Comment »
Leave a Comment » | 649 Views | 0 Comments » |
Looking back at The Metropolitan Police’s decision to use the social networking site to provide information and advice during the demonstration against government cuts has been hailed a positive move.
Maybe
Nick Mercer
Commercial director, Eurostar
The past two years have brought a seismic change in consumer expectations during periods of crisis. Customers rightly expect that they can have a two-way dialogue with companies and that this should be in real time.
When a major crisis unfolds, it is inevitably featured on 24-hour news channels, and with TV now streamed to mobile devices, leading businesses have to, in real-time, provide accurate information and advice on their websites and proactively push this out via SMS and email.
It is natural that customers will blog about their experiences – good or bad. Their issues should be immediately responded to in a non-defensive manner.
The real win-win is to integrate social media feeds on websites, so customers make a balanced judgement based on what the brand is advising, at the same time as reading what their fellow consumers are saying.
So, Twitter and Facebook are a key component of engaging with customers, but only if they supplement other forms of communication.
Posted: December 15th, 2011 | Author: stuart.treasure | Filed under: marketing forum | Tags: Alison Wright, danny meadows-klue, DDB, Digital Training Academy, Engine, Eurostar, marketing debate, Nick Fox, Nick Mercer, the marketing society, The Marketing Society Forum, twitter | Leave a Comment »
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