The Week in Marketing

- Jeeves in the pink

Ask Jeeves is partnering Breast Cancer Care to raise money for Breast Cancer Awareness Month in October. Jeeves the Butler, the search engine's brand icon, will don pink outfits to publicise the partnership. Ask Jeeves will offer a series of themed homepage skins, toolbars, quizzes, social-media activities and a Breast Cancer Care tribute page, as well as educating users about the disease. The search engine will donate to the charity when users make Ask Jeeves their homepage, take part in quizzes or choose a themed homepage.

- Warburtons ad hiring

Warburtons has appointed RKCR/Y&R to its £4m advertising account after a final pitch against DLKW. The bread brand announced in July that it was reviewing its advertising business, ending its 12-year relationship with Bartle Bogle Hegarty.

- Brent exits BSkyB

Andy Brent is to leave his role as group brand marketing director at BSkyB. It is not known whether he has another job to go to. Brent, who has previously worked at Burger King, Boots and Procter & Gamble, joined BSkyB less than a year ago. His duties will be taken on by BSkyB director of brand marketing Robert Tansey until a permanent replacement can be found.

Jeremy Lee on media at marketingmagazine.co.uk

- DoH contraceptives

The Department of Health (DoH) is switching the focus of its sexual-health strategy to open conversations about contraceptives. Previously, it has run hard-hitting campaigns on the health risks of unsafe sex. The first ad in the new campaign, created by VCCP, will carry the strapline 'Sex worth talking about.'

- Peugeot C4 drama tie

Peugeot has signed up to sponsor drama on Channel 4 in a year-long deal to promote cars including its new 3008 Crossover. Peugeot replaces Comparethemarket.com after two years. The car manufacturer's idents break tomorrow (Thursday) and will run across drama programming on Channel 4, E4, More4 and 4oD. Programming covered by the deal includes vampire series True Blood, Iraq War miniseries Generation Kill, and a one-off drama called Mo, starring Julie Walters. The idents, negotiated by OMD, will initially be based on the concept of a director conducting a casting session for a Peugeot ad.

- Five revives Shake!

Five has returned Shake!, its programming strand for older children, to its channel on Sunday mornings, signing up Disney as a sponsor. Starting on 4 October, Shake! will offer teenage shows including Hannah Montana, Wizards of Waverly Place, Snobs and The Tribe. The broadcaster dropped the strand in 2007, consolidating all its children's programming under the Milkshake brand.

- Lucozade shot launch

GlaxoSmithKline is rolling out its first energy shot in the UK, Lucozade Alert Plus, with a £13m marketing investment over the next 15 months. The activity kicks off next month, targeting students, workers and people on the go.

- ING drops F1 tie

ING, the financial group, has ditched its title sponsorship of the Renault Formula One team following the 'Crashgate' scandal, in which driver Nelson Piquet Jr was ordered to crash his car mid-race. ING had announced in February that it would not be renewing its sponsorship once it expired at the end of this season.

Ed Kemp on sports marketing at marketingmagazine.co.uk

- Bank plays on opinion

First Direct is launching a campaign communicating both positive and negative consumer opinions of its service. The activity, encompassing press, outdoor and digital executions, will use comments made about the HSBC-owned bank on blogs and forums. A microsite at Firstdirect.com/live will aggregate every mention of the brand on more than 5m sites.

- AXA elevates Toner

AXA UK has promoted Cheryl Toner to group marketing and communication director. She replaces Olivier Mariee, who is to take up the global role of group marketing and distribution director, based in Paris. Toner, who moves to the post on 1 November, was previously AXA UK's strategic marketing director.

- Tesco telecoms move

Alexis Hanneken has been appointed head of marketing for telecoms at Tesco, taking over from Katy Willis while she is on maternity leave. Hanneken was formerly senior manager for price and promotions at the retailer.

- Team Origin CO2 deal

Team Origin, the British entrant into the America's Cup yachting competition, has partnered with the Carbon Trust under the banner of 'Race for Change'. The tie will give a platform for up to four principal commercial team partners to reduce their CO2 emissions. Team Origin, which was founded in 2007 by Air Miles founder Sir Keith Mills, aims to secure a further four secondary partners and up to eight supplier deals.

Get to grips with the carbon agenda, page 26

- Facebook backs sport

Sport England and Facebook have formed a partnership to encourage people to get involved in sports in the run-up to the London 2012 Olympics. It is the first long-term tie-up between the social-networking site and a UK public body. Its 'Sport Hub' will target Facebook's 20m UK users, enabling sports bodies to organise and market grass-roots events. Facebook is to provide an in-kind investment of £5m a year to March 2013, covering the development of the Sport Hub, as well as pound-for-pound matched adspend on Facebook for brands and sports bodies to encourage people to participate.

- Sainsbury's vouchers

Sainsbury's is to offer all its customers targeted money-off vouchers at the checkout. The scheme will run alongside the supermarket's existing participation in the Nectar loyalty-card programme.

- Gala Coral hiring

Betting group Gala Coral has appointed Chris Edgington as group marketing director. He starts his role next month, but has already undertaken consultancy work for the company. He was previously group director of marketing at rival William Hill and has also held marketing positions at Ladbrokes and McDonald's.

- YSL scent on screens

Yves Saint Laurent is to target female audiences through a regional cinema campaign for its new fragrance, Parisienne. The two-week push will run across 1200 screens before showings of The Soloist, Love Happens and Sam Mendes' latest film, Away We Go.

- Brands target freshers

As new students start university life, brands are hoping to entice them into taking up their products and services.

Banks including Santander have launched on-campus recruitment activity, while Hamlin Paperbrand has invested £1.5m in the first TV ads for its Oxford notepads.

Diageo, meanwhile, is urging students to moderate their alcohol consumption and pause for snacks between drinks.

As part of the campaign, by Creative Orchestra, participating Student Unions will install vinyls in toilet cubicles to create the illusion of someone passed out on the floor, while distorted mirrors will be set up to make students consider whether they have had too much to drink.

Students will also be given a camera to capture their evening. Additional blurred photos will be included when returned, with responsible-drinking messages.

MOST READ

Marketingmagazine.co.uk's most clicked-on stories for week ending 25 September 2009

1. Interbrand's Top 100 global brands 2009
2. O2 launches SIM-only mobile network brand Giffgaff
3. Harrods riled by Dixons ad
4. Coca-Cola unveils global World Cup strategy starring Cameroon's Roger
Milla
5. Diageo overhauls Guinness Draught can packaging
6. Tesco point-scoring: initial data suggests Clubcard's relaunch may be
working
7. Facebook becomes a major source of traffic for Capital One
8. Mars consolidates global advertising for snack and petfood brands

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