Analysis
The seven sins of content marketing
Providing branded output has been one of the biggest priorities in marketing in the past two years or so, but are brands overestimating how much content consumers want? David Benady unveils the biggest issues in the marketplace and outlines the most common content mistakes.
Latest Features
Tesco must find a new role for Clubcard
Clubcard was once the golden goose of marketing, but should Tesco re-evaluate...
We'll Call You: TripAdvisor
Mole was thinking of opening our surprisingly roomy West London burrow to...
My Secret Work Weapon: Make friends with finance and 'marry' technology
Katie Vanneck-Smith, chief marketing officer at News International, on her strategy for...
TV or not TV: Should challenger brands resist the lure of TV advertising?
Breaking a brand into the mainstream is a big challenge. David Benady...
Exploring licensing's new gaming frontier
The explosion in popularity of mobile and digital games and their characters...
Are marketers too fickle when it comes agency relationships?
Some of the UK's biggest brands are built on long-standing relationships with...
Do consumers really care about eco-packaging?
Brands are under pressure to make their packaging sustainable, but does a...
The great brand engagement myth
Engagement is one of the most over-used and misunderstood marketing metrics, writes...
The DIY creative brands
Often decried by creative agency stalwarts, the in-house approach has been adopted...
Marketing's Adwatch of the Year 2011
Although the economy has continued to provide a headache for marketers, some...
Review of the Year: Top 10 marketing moments of 2011
Marketers had reason to be concerned as the New Year arrived, but...
Review of the Year: Top 10 marketing mishaps in 2011
Budgets may have been the main issue in the spotlight, but a...
Marketing's Top 10 Quotes of the Year
The biggest names in marketing had some revealing insights in 2011 on...
News Analysis
Weighing up Twitter's branded adventure
The platform has launched its branded pages, but are they valuable enough...
VisitBritain embarks on global campaign to attract tourists beyond the Olympics
The organisation is rolling out its 'Great' activity to 14 cities worldwide...
The joy of sex marketing
From producers of condoms to retailers of sensual accessories, sex-related brands still...
Cookie consent: how to stay on the right side of the law
As the May deadline for cookie compliance approaches, Rachel Barnes asks, what...
Brand Health Check: Fitness First
Despite market leadership, the health-club chain is weighed down by debt.
What do you do when the prime minister comes knocking?
When politicians express negative opinions about brands and their advertising, marketers start...
Aviva's Amanda Mackenzie at Davos: lessons for marketers and the role of business in society
Is the World Economic Forum at Davos in Switzerland merely a political...
Brands eye a share of booming digital health sector
Several leading brands are targeting the burgeoning health data market, writes Sarah...
Thomas Cook's marketing chief on the fight to save the 170-year-old business
The tour operator had an awful 2011 and is banking on product-led...
Q&A: Thomas Cook's Michael Johnson on brand strategy, life after the Redknapps, online challenges and that TUI campaign
Michael Johnson, marketing director of Thomas Cook, explains what is behind the...
Brand Health Check: Myspace
The social network is showing no signs of arresting its spectacular decline.
Sport's 'crown jewels' must step up their game to come out of Olympics shadow: Three sponsors explain how to do it
Brands affiliated with non-Olympic events must try harder to stand out this...
Top trends for marketers from CES 2012
For those who missed out on the Consumer Electronics Show, Marketing asked...
- Head of CGI, Soap Recruitment
- £40000 - £60000 per annum, Oxfordshire
- Senior Category Marketing Manager - FMCG, Charterhouse Partnership
- Excellent salary to the right candidate, Hong Kong
- Senior Brand Manager - FMCG, Charterhouse Partnership
- Excellent Salary to the right candidate, Hong Kong
- Web Project Manager, Zebra People
- £35000 - £45000 per annum + pension, training budget, City of London
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