The week in marketing

- Coke seals O2 tie.

Coca-Cola has become an official sponsor of The O2 Arena. The soft-drink company has signed a three-year deal to be the pouring rights partner both for the main arena and indigo2, The O2's more intimate 2300-capacity music venue.

- Burton's 'giggle' drive

TV presenter Keith Chegwin is to front a national campaign for Burton's Biscuits, called 'Give us a giggle'. The competition will run in partnership with Jammie Dodgers and Red Nose Day. Keith Chegwin will ask people to submit jokes online or in 'Giggle Booths' which will tour the UK. The winner will be crowned the country's 'King or Queen of Comedy' and given a trip to the Edinburgh Fringe Festival.

- ASA raps Kellogg

Kellogg has been admonished by the ASA for a headline in a press ad for its Nutri-Grain Soft Oaties biscuits that claimed 'wholesome cookie goodness' after complaints that this implied the products were beneficial to health.

- Yell in search push

Directories business Yell is aiming to encourage young people to use mobile search through a five-week campaign running on ad-funded mobile network Blyk. The SMS push will target 16- to 24-year-olds, driving them to the Yell mobile site where they can find locally relevant listings based on themed search criteria such as weekend activities, health and beauty and Valentine's Day.

- Peugeot in 'Sexy' ad

Peugeot has rolled out a campaign intended to improve the marque's desirability. The 'DriveSexy' push positions the brand as positive, flirtatious and cheeky, and emphasises its offer of high-end cars at affordable prices. The campaign was created by Euro RSCG.

Watch the 'DriveSexy' ad at

- Rias hires Rapp

Rias, the over-50s insurance specialist, has appointed Rapp to handle its direct marketing account. The company provides home, car, travel, pet and funeral insurance.

- Woolworths revived

The Woolworths brand is to be relaunched as an online retailer after being bought by Shop Direct Group, the internet shopping operation owned by Sir David and Sir Frederick Barclay. The Ladybird children's clothing brand will also make a comeback online.

- War Museum hire

The Imperial War Museum has hired fundraising specialist The Good Agency to create a legacy marketing campaign to launch later this year. The marketing programme will include events at the museum.

- YouTube chief quits

Google has suffered a setback in its move to profit from YouTube, with the departure of its head of YouTube UK, Jonathan Gillespie, to GMG Radio. The search company said it had not lined up anyone to replace Gillespie, who will take up his new position as commercial director at the radio business in April.

- Lynx goes to TMW

Unilever has appointed digital and direct agency Tullo Marshall Warren (TMW) to the digital marketing account for the Lynx brand following a pitch. TMW has been tasked with creating a Lynx website and managing CRM activity.

- Thomas Cook launch

Thomas Cook has launched a six-figure digital campaign running across Microsoft's consumer network, including MSN Today and Hotmail, in an attempt to bolster the flagging holidays market. The tie-up, which runs until next month, involves branding across MSN Today and Windows Live Hotmail, behavioural targeting with Microsoft Media Networks and an editorial special on the MSN Travel channel.

- Aegon cuts marketers

Financial services brand Aegon has announced several job losses in its UK life and pensions marketing division. Eleven of its existing 160 marketing positions have been made redundant; the company is hoping that the downsizing can be achieved through voluntary redundancies and redeployment of staff to other areas of the group. Meanwhile, Aegon has created four roles to report into life and pensions marketing director Andy Marchant.

- BD hires ad agency

Brewin Dolphin (BD), an independent financial investment consultancy, has appointed The Red Brick Road to its £2m above-the-line account, following a four-way pitch. An integrated campaign is expected to launch next month, with media planning by MPG, and direct and digital marketing by Ruby.

- Magners quits Wasps

Irish cider brand Magners is ending its club sponsorship of Guinness Premiership rugby side London Wasps after four years. Separately, Barclays has ended its title sponsorship of rugby union's Churchill Cup after three years.

Ed Kemp on sports marketing at

- Beauty tie-up for ghd

Haircare brand ghd has teamed up with beauty firm Benefit Cosmetics to launch a limited-edition set of ghd stylers, a styler bag and a mini-cosmetics kit. The product will be supported by a pan-European print ad campaign, created by TBWA\Manchester, which will launch on 10 February. It will run in several women's magazines, including Grazia, Heat, Hello! and Marie Claire.

- Little Black Book out

Marketing's Little Black Book, the definitive guide to the industry's movers and shakers, is now available. The 100-page publication includes the contact details and other invaluable information about the personalities behind marketing's top names.

To order a copy, call Graham Naughton on 020 8267 4867

- Barclaycard spoof ads

Barclaycard is inviting consumers to create spoof versions of its 'Waterslide' TV ad campaign for the chance to win a trip to ride some of the world's biggest waterslides in Dubai, China, Brazil, Germany and the US. The original ad, which promotes the finance brand's contactless payment service, has also returned to TV screens for a five-week run. Barclaycard will launch its own spoof version of the ad on YouTube.

- Marketing Survey

Marketing is running a confidential survey to uncover how marketers feel about their jobs, salary and the recession - with a £500 luxury hotel break up for grabs. Make your voice heard at

- Elle and (RED) in AIDS fight

Elle magazine has tied up with charity brand (RED), created by U2 singer Bono to help fight AIDS in Africa.

Elle's UK edition will hit the shelves today (Wednesday), and feature shots of supermodel Gisele Bundchen posing with (RED) products such as Converse boots, Gap T-shirts and a special-edition iPod.

The promotion will run across more than 30 international editions of Elle.

Bundchen has been a supporter of (RED) since its inception in 2006. The brand aims to engage the private sector in raising awareness and money for a Global Fund, with the intention of helping to eliminate AIDS in Africa.

Companies whose products bear the (Product) RED mark contribute a percentage of the sales or profits from those items to the Global Fund.

MOST READ's most clicked-on stories for the week ending 2 February 2009

1. NBC refuses to air sexy PETA ad during Super Bowl
2. Peperami set for healthier makeover
3. Unilever enters premium haircare market with TIGI salon acquisition
4. Branded Facebook pages attract millions of fans for Coke and Nutella
5. Land Rover in talks with agencies
6. News International awards top positions to Jeremy Schwartz and Neil
7. ING puts brakes on advertising and F1 sponsorship
8. Latest Sony Bravia ad features moon landing, Barack Obama and JFK


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