E-cigarettes: Will tighter ad rules send sector up in smoke?
Lucy TesserasE-cigarettes may be growing in popularity, but if new regulation is passed, further development in marketing the category could be stalled.
E-cigarettes may be growing in popularity, but if new regulation is passed, further development in marketing the category could be stalled.
Celebrities are being given in-house branding roles but can they add more than just drawing a business into the spotlight and could they ever replace skilled marketers?
AB InBev’s Vice-president of US Marketing Paul Chilbe explains why they appointed a celebrity creative director for their Bud Light Platinum brand.
For all the painfully honest deconstruction of his own performance contained in Andrew Mason’s resignation as CEO of Groupon last week, it was his candid admission that his intuition was often sidelined in favour of data that resonated the most.
Walkers is looking to emphasise the “British home grown” nature of its latest crisp range by teaming brand ambassador Gary Lineker with his father Barry to front the launch campaign.
Pernod Ricard’s chief marketing officer Martin Riley has been unveiled as the president of the World Federation of Advertisers (WFA).
Limitations on advertisers using Google tools to track affiliate referrals on Apple devices have been lifted prompting reports of up to double-digit increase in iOS sales since the beginning of the year.
Disruptive challenges for brands posed by the emergence of digital is a regular theme occupying marketers and with the migration to mobile things are only going to get more difficult.
‘Big data’ is the number one item on the CEO’s agenda for 2013, and it’s up to marketers to ensure that its role is appreciated and understood. Marketing Week’s Data Strategy Award winners give their take on how to make that happen.
Top marketers from some of the world’s biggest companies are assessing the relevance the traditional ‘4 Ps’ play in the digital age where consumers are demanding that a brand offers a societal value.
Miguel Patricio’s career trajectory should provide marketers wishing to grow their influence in an organisation with inspiration. Beginning his career at what is now AB Inbev in 1998 as a marketer he climbed to region president of North America in 2005 and then led the strategically crucial Asia Pacific region in 2006. He rejoined the marketing ranks in July 2012 as global chief marketing officer. He talks to Marketing Week about revenue generation, the role of marketing in society, social media, his objectives for the brewer and “watery beer” gate.
Three aired a series of user generated videos starring its moonwalking Shetland pony on TV this weekend.
I am sensing a prevailing wind in marketing that direct marketers need to be wary of – the implicit criticism of direct marketers from those calling for more brand building from companies.
Tesco has launched a TV advertising campaign to promote its pledge to give customers a voucher at tills if their shopping would have been cheaper at a rival.
China’s largest search engine company Baidu is looking to recruit British brands to advertise across its range of services as its looks to turnaround slowing revenues with a boost from overseas partners.