BP deserves credit for learning from past marketing catastrophes
For a brand which proved so inept at communications a year ago, BP’s decision to run a print ad campaign marking the one-year anniversary of the Deepwater Horizon disaster was astoundingly shrewd....
View ArticleWhen it’s time to make that leap to the next job
This week’s departure of RSA marketing supremo Clare Sheikh has hardly provoked huge shock. The former ITV and AA marketer fitted into a classic itchy-feet bracket: over three years into the job, with...
View ArticleDigital working harder to earn its applause
Now, I am no digital expert and tend to leave the gadget-heavy gobbledygook to other colleagues. So, attending last week’s Adobe Omniture Summit in London, I feared a day of tech-speak and solitary...
View ArticleHow brands may have sparked a football revolution at FIFA
In last week’s Marketing, we mused what impact there might be on FIFA, should its all-important sponsors become anxious at allegations of corruption within football’s governing body. This has become a...
View ArticleDodgy automotive TV ads a sign of the European times
You’ve got a wonder why the marketing industry, so adept at selling everything from toothpaste to toilet roll, seems largely unable to add a sprinkle of magic dust to attractive, big ticket items like...
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Do we really need another Gio Compario or Aleksandr Orlov?
Earlier this week, Marketing reported that La Mutuelle Du Mans Assurances (MMA), a French insurance business, is looking to break into the UK price comparison website market. It already owns UK broker...
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BA is right to snub British consumers with Airmiles rebrand
The chorus of complaint at the decision to re-brand Airmiles was as predictable as the ‘Avios’ moniker chosen to replace it. Following British Airway’s merger with Spanish carrier Iberia, the airline...
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Slick new Halifax ads risk hitting the wrong notes
That Halifax was re-launching its brand proposition with a series of TV ads featuring staff choirs was one of the worst-kept secrets in advertising, following last year’s leaked videos. However, the...
View ArticleBrandMAX: Keeping an eye on all brand elements
Amid the talk of how to shape the perfect brand, it fell to BMW’s UK marketing director Richard Hudson to remind delegates that not all brands are in complete control of their destiny. He condensed the...
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Virgin Money must keep its big promises
So Virgin is finally going making its entrance into financial services with its acquisition of Northern Rock – and not the clean, sterile world of credit cards, but rather the messy, argumentative and...
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