How adding direct mail to the media plan helped Boots launch a new cosmetic.
Recent McKinsey research observes that while "intangible assets make up most of the value of M&A deals...brands account for a considerable portion of these assets."
Blogging has recently gained recognition as a marketing tool. However, there is still some confusion around a complementary, equally useful technology called rich site summary, or RSS. Fergus Burns, of Nooked, explains.
How would you rate your agency (or client) on a 100-point scale? Global relationship management company APRAIS have released five years' worth of data on client-agency relationships.
What does it take to understand and effectively reach "C-Level" executives - CEOs, CFOs, CIOs and CMOs? Carl Anderson of Doremus gives a perspective on marketing to this elite group.
This report, from Breakthroo, examines the collision between TV and broadband video and makes sense of the surrounding issues.
Still drinks and nectars are setting the pace, according to leading beverage industry analysts Canadean, in their Global Soft Drinks Round-Up.
How will broadband affect the relationship between company and customer? Laurent Ezekiel, Client Services Director at Wheel, discusses.
Buzz is what makes the world go round, according to Richard Laermer. This new book, published by Bloomberg Press and distributed in the UK by Kogan Page, shows small businesses how to generate PR without the need of an agency or PR professional.
Despite extensive research on branding and brand equity in recent years, relatively little has been published on brand equity measurement. Dr. R.K. Srivastava, Emeritus Professor at Bombay University, discusses this key managerial issue.
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.
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