HOLLYWOOD, FL: TD Ameritrade, the financial-services provider, has created an online branded destination that helps it remain consistent while also supplying valuable advice to the distinct audiences targeted by its marketing campaigns.
Planning cannot afford to keep repeating old mistakes, says Mike Teasdale, if it is to adapt to the rise of data, platforms and short-term response creativity and the decline of long-term brand-building ideas.
LONDON/AUSTIN, TX: Benchmarking – the use of an external best practice reference point – is essential to a culture of continuous improvement and can be applied to seven marketing capabilities, according to an industry figure.
Fiona Blades, Admap, March 2018, pp. 27-29
Using examples from Delta Air Lines, Lynx, Wilkinson Sword and Sky Television, this article explains how to tie in marketing metrics with the goals of the overall organisation and how to isolate the impact of marketing’s paid efforts to get close to people’s real experiences of the brand.
The story of how KFC Australia got its mojo back is anchored in five key principles: be more Kanye, let the heart eat first, acknowledge that no-one cares about your brand, be the weird bird in a room full of pigeons and think like a brand, act like a retailer.
THE VATICAN: The Holy See’s communications secretariat has appointed Accenture Interactive to unify its communications strategy, as part of Pope Francis’ reforms of the Catholic Church, under a new digital entity: Vatican News.
Chiara Manco, WARC Exclusive, December 2017
Through a genetic study uncovering the science behind love or hate for its product, UK brand Marmite launched a PR-heavy campaign that once again played on its "You either love it or hate it" message in a fresh way.
LONDON: Big data is the driving force behind modern marketing, but it can seem overwhelming at times, so marketers should adopt six key steps to help them make the most of the mass of information, according to a leading digital specialist.
Anna Hamill, Event Reports, Mumbrella360, June 2017
This article covers how Tesla, the automotive manufacturer with a sustainable energy focus, has been able to build brand recognition and loyalty in Australia with zero paid media and a focus on experiential marketing and owner loyalty.
Mary Goodyear, ESOMAR, Marketing Research Congress, Paris, September 1999
This important paper presents the case that marketing evolves through a number of stages, and that what may appear to be cultural differences between countries, hindering global marketing, may not be cultural at all but rather due to a country being at a different stage of marketing development.