The week in marketing

- Starbucks' Via debut.

Starbucks has launched its range of instant coffee products, Via Ready Brew, in the UK. The powdered coffee, which comes in Colombian and Italian Roast variants, will be available in selected Starbucks outlets in London, ahead of a national roll-out if successful. Via is priced at £1.20 for a pack of three sachets, and £3.95 for a pack of 12.

News Analysis, page 13

- IPC backs Look

IPC is investing £2.5m in a TV campaign for its high-street weekly fashion magazine Look. The push, created by Grey London, will use the strapline 'That's my Look'. The ads aim to show the ways in which clothing can make women feel confident, and how Look can help deliver this to readers through its fashion coverage. According to February's ABC figures, Look bucked the sliding market with a 2.9% year-on-year increase in circulation to 314,329.

- Lastminute hires Fells

Mark Fells, a former Tussauds Group and Thomas Cook marketer, has been hired by Lastminute.com to be its UK marketing director. Fells, who joins the travel company on 14 April, moves to Lastminute.com from Budget Group/BGL, where he was marketing director.

- Living's model drive

Entertainment channel Living has launched a TV, outdoor and digital marketing push for the fifth series of reality show Britain's Next Top Model. The campaign is based on a 'New model army' creative, to highlight the competitive nature of the show. The ads, which have a 40s wartime theme, depict the show's presenter, Lisa Snowdon, commanding a 'troop' of models from the series.

- Debenhams in hire

Debenhams has appointed JWT to its £15m UK account following a review. The agency won the department store's business in a final-round pitch, handled by The Observatory, against Bartle Bogle Hegarty. Other agencies involved were M&C Saatchi, Karmarama and Publicis. The account was put up for pitch in January, after MCBD's decision to resign the account to pitch for the £20m John Lewis business, which was won by Adam & Eve.

- Specsavers digital ad

Specsavers is backing its offer of free varifocal lenses with glasses from £75, with a series of TV, online and radio ads. The online ad shows a rival optician attempting to destroy the Specsavers billboards, PR stands and balloons promoting the offer before being knocked off his feet by text detailing the deal. The ads are the first time Specsavers has used online video to interact with graphics.

- Outnet ties sponsor

TheOutnet.com, Net-A-Porter's discount luxury-shopping site which is to launch later this month, will be sponsored by clothing company Coty Prestige. Ads for Coty brands, which include Chloe and Vera Wang, will feature in rotation across the site throughout next month. Coty Prestige will also sponsor emails and theOutnet.com's weekly events.

- Nuttall joins MySpace

MySpace has appointed Lindsay Nuttall to the new role of international marketing director. Nuttall, who was named Young Marketer of the Year at last year's Marketing Society Awards for Excellence, is currently head of marketing for BBC Two, BBC Four and factual programming. At MySpace, she will be responsible for brand and marketing strategy outside the US. She joined the BBC in July 2007 from Channel 4, where she was responsible for the launch of Skins.

- Audi pushes green car

Audi has launched a multimillion-pound TV campaign to push the 'environmental credentials' of its diesel TDI Injection technology. The ad, by Bartle Bogle Hegarty, uses the strapline 'The new, more fuel-efficient Audis'. It shows fuel passing through the eyes of moving needles and aims to emphasise how it is used efficiently in a TDI engine. To watch the ad, visit marketingmagazine.co.uk

- ONS picks MediaCom

The Office for National Statistics (ONS) has appointed MediaCom to handle its media planning and buying account as it prepares for the 2011 census. The ONS appointed Bray Leino to handle its advertising in January. It is to run a major ad campaign before the census is taken.

Jeremy Lee on media at marketingmagazine.co.uk

- ECB summer push

The England & Wales Cricket Board (ECB) is to promote the country's biggest-ever summer of cricket with a campaign called 'The Great Exhibition'. The activity features a logo that represents the 'wagon wheel' breakdown of Kevin Pietersen's innings of 158, scored at the Oval during the last home Ashes series against Australia in 2005. Ed Kemp on sports at marketingmagazine.co.uk

- Blackthorn backlash

Gaymer's £1.5m relaunch of its Blackthorn cider brand last month has inspired a Facebook group dedicated to lobbying for its withdrawal. In addition, posters backing the new-look Blackthorn, with the strapline 'Black is back', have been vandalised in Bristol.

- Innocent sells stake

Innocent has confirmed that drinks giant Coca-Cola has invested £30m in the company, to allow the brand to expand across Europe. Its minority stake is believed to be 10%-20%. Richard Reed, co-founder of Innocent, said that the investment would allow it to reach more consumers in a wider range of markets.

- EST hires Sapient

The Energy Saving Trust (EST) has awarded its digital advertising account to consultancy Sapient. The brief involves developing the trust's website as well as online advertising.

- Celebs in cancer drive

TV presenter Tara Palmer-Tomkinson and Olympian Mark Foster are fronting a campaign for Cancer Research UK, urging people to donate unwanted goods to its shops. Posters for the campaign, which broke on Saturday, show the celebrity pair alongside a young cancer survivor with the strapline 'Wrong for you, right for us'. The posters will be placed in the windows of Cancer Research UK's 600-plus high-street shops.

- Merlin hires Eye chief

Merlin Entertainments has appointed Tom Watkins as head of marketing for the London Eye, as the visitor attraction seeks a title sponsor to conclude a 15-month hiatus. Watkins joins from Australian fast-food chain Oporto, where he was marketing and business development consultant. He replaces Natalie Scobie, who is returning to Australia.

- Nivea backs Fashion Fix

Nivea will sponsor the second series of Channel 4's style programme Gok's Fashion Fix to promote its Visage body products.

The show returns to air on 14 April with an eight-part series. Brix Smith-Start, founder of Start Boutique, will co-host the programme with Gok Wan.

The deal, which was negotiated by Carat Sponsorship, will cover both the C4 and E4 transmissions of the show as well as online activity. Draftfcb has developed the creative.

In each episode, Wan compares clothing bought on the high street with designer styles. Viewers then votes as to which they prefer.

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MOST READ

Marketingmagazine.co.uk's most clicked-on stories for the week ending 3 April 2009

1. Marketing's Direct Marketing and Sales Promotion League Tables 2009
2. Marketing's Top 100 online advertisers 2009
3. Marketing's Top 100 UK advertisers 2009
4. Top 10 unnecessary consumer products of the year 2009
5. Lucozade enters sports nutrition market with £18m blitz
6. Umbro mounts campaign to promote new England football strip
7. Mark Ritson: ad-blocker specs will kill our industry
8. Sainsbury's trumps M&S and Waitrose with dine in for a fiver deal

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