Editorial: When democracy isn't the best approach

A salutary tale emerges from Australia, where Kraft Foods ran into a problem when it polled people to pick a name for a variant of its Vegemite brand.

It seems the winning name - iSnack2.0 - was a large-scale loser with consumers. Now the name has been changed to Vegemite Cheesybite after a second poll. And the moral of this story? Leave this sort of thing to marketing experts who know what they're doing.


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1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).