to remove filtersTrading places: this week's people moves
20 Apr 2012 | by Daniel Farey-Jones
Weinberger is to leave the agency, in Brand Republic's round-up of this week's people moves in advertising
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Measuring emotional engagement through biometrics
08 May 2012 | by Keith Glasspoole
the brand, in its new squeezy form, is introduced. It is then sustained through the arrival of the son ... and finishes with the brand. So, new Oxo is squeezing the emotions of its audience in a way which seems likely to have the desired effect on the brand. O2 also reaches a high level of emotional engagement ...
Think BR: Looking at shopper marketing through a new lens
18 Apr 2012 | by Kerry Bateman
Price promotions have become the norm for some brands but it's time for them to embrace change...Research from Kantar Worldpanel spells out the most pressing problem facing grocery brands today. You would think brand leaders would be less reliant on price promotions, yet in the 52 weeks ... off the full price. Some brands seem to be on permanent promotion and many operate at alarming ...
Identifying the taste setters
09 Mar 2012 | by Jan Worsley
. That s true even when they re backed by big brand owners - ever heard of Coca Cola New Coke, Colgate Kitchen Entrees, Cosmopolitan yoghurts or Jack Daniel's mustard anyone? These were brand extensions that didn ... . But for those brands where there s nothing wrong with the core product, influencer marketing is a well ...
Trends in audience behaviour around TV and online video
07 Mar 2012 | by Mads Holmen
Online video can help deliver significant impact across a range of brand metrics, writes Mads...launch for a sneaker brand aimed at 18-34 year old males. Both were aimed at audiences in Germany ... . Engaged reach is an umbrella term for exposure that also delivers significant impact on brand metrics ... output for the brand. Now let s raise the bar The web has created a generation of young ...
Trading places: this week's people moves
24 Feb 2012 | by Daniel Farey-Jones
executive creative director in Brand Republic's round-up of this week's people moves in advertising...its retail banking business, including the NatWest and RBS brands. ( Marketing ) Reckitt Benckiser 's worldwide media director Ian Hutchinson is leaving the company after 16 years. ( Brand ... brands to make TV ads Shazam-enabled. ( Media Week ) ...
Think BR: Why we are all so over Innocent
20 Feb 2012 | by Ben Branson
It's time for start-up brands to stop imitating and start innovating, writes Ben Branson, senior...of cheery start-up brands piling into the same cluttered space in an effort to be like the ever so slightly kooky Innocents of this world. Tea, coffee, chocolate, biscuits and happy ice cream brands ... . These aren t challenger brands, they are challenged brands, unable to break out of the herd mentality ...
Peer recommendations 'improve ad recall'
17 Feb 2012 | by Gemma Charles
Consumers are more likely to recall a brand name and engage with an ad's message if it has been...from FMCG brands Guinness, Coca-Cola, Unilever s Cornetto and Energizer Batteries, from July ... recommended video recalled the brand when prompted, versus 68% of viewers who had gone directly to the video ... : "Social video is a powerful format for engaging consumers. If a brand creates great video content ...
An absence of leadership
14 Feb 2012 | by Onesixtyfourth
Brands can take a leading role in helping shape society, according to new insight from...confirmed it. With faith in government very low, people are looking to brands to inspire progress ... for inspiring, human brand leaders, not demigods The concept of brand leadership is intangible and elusive ... surrogates for influence and vision. Many of the brands named as leaders by Millennials and Baby Boomers ...
Frugal shoppers want more than the cheapest price
27 Jan 2012 | by Tim Eales
limits, brands became even more aggressive in their use of promotions to appeal to the consumer demand ... Europe are buying more retail own label brands than ever before and it s not only recessionary pressures that are driving them there. Many now perceive them to be real brands in their own right. Our most recent ...
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Making the most of mobile
Welcome to the first incarnation of a new element in Campaign in which we invite experts to burrow beneath the surface of the catch-all that is "digital". Google, Isobar Mobile, JWT London, LBI and MBA share their insights on mobile.
