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Jaguar steps up social media strategy to boost innovation

By Sarah Shearman, 24 May 12, 01:00

for more "relevant and innovative" ways to build the brand through digital channels. ... revealed it to be the third most engaged-with brand in the UK on Facebook, scoring an engagement level of 12%. The Tata-owned brand has appointed We Are Social as its first social media retained agency ... manufacturer's Facebook and Twitter accounts, as well as supporting brand activity such as product launches ...

Unilever's Paul Polman on why 'advertising' means nothing to him, plus his vision for magic, not metrics

By Rachel Barnes, 10 May 12, 12:30

He doesn't like the words 'digital' or 'advertising'. So what does propel successful brands ... brands and connections with consumers. These are long-term investments, and any time we have been guilty ... . They are looking for brands that not only give them the product benefits, but also make positive contributions to society. You don't have friends for a quarter, you make friends for life. That's why we call it 'Brands ...

Departing AA chair McGuinness: 'We may be on the brink of a real renaissance'

By Andrew McGuinness, founding partner at Beattie McGuinness Bungay, 08 May 12, 09:00

, especially if they re built on brands." In three years as chairman of the Advertising Association, I have ... businesses we all lose. Agencies, media and brands alike, and that's before we even think about the consumer ... credit for an amazing turnaround. Crucially, brands are joining in numbers: Aviva, Barclays; Google ...

Unilever tops 2012 Marketing Society Awards nominations

By Kim Benjamin, 01 May 12, 02:45

) Blue Rubicon New brand Be clear on cancer (COI-Department of Health) M C Saatchi i ... Rowntree s Randoms (Nestle) JWT Brand extension Cadbury Creme Egg Kraft Foods Foster ... ) Coley Porter Bell Kenco Millicano (Kraft Foods) JWT Brand revitalisation British ...

Olympics and Diamond Jubilee fuel UK's rise as design nation

By Anna Richardson Taylor, 20 April 12, 12:00

. Moreover, as London 2012 and the Diamond Jubilee draw close, it's a prime time for brands to celebrate ... which finds an international audience.' Dan Rowe, co-founder and creative director of brand consultancy Calling Brands, argues that the recent regeneration of King's Cross station in London sums up ... and Dyson, are driven by good design. Mini UK is owned by BMW, but nonetheless regarded as a British brand ...

Embracing social business design

18 April 12, 12:00

group of global brands to the much-vaunted Swedish digital school Hyper Island for a master class in transformational business change. We discovered, among many other things, that even smart brands aren't always lean ... , the staff and the processes to support them? If the world starts to expect a brand to communicate in a ...

SEAT looks to make 'virtue' of Spanish origins with new strategy

By Alex Brownsell, 17 April 12, 08:30

Spanish car-maker SEAT is revamping its marketing strategy in an effort to improve brand perception ... European account in an attempt to replicate the marketing success of sister brands VW, Audi and Skoda. SEAT s latest Enjoyneering brand positioning promotes the benefits of its Spanish design and German ... source, VW has struggled to make a virtue of the brand s Spanish origins in key markets such as the UK ...

Marketing Promotion: How ad clearance helps brands

By Chris Mundy, 17 April 12, 12:00

for brands. ... brands and advertisers from negative publicity. - What attracted you to Clearcast? It was a ... are also a result of looking at how we can better help brands. With TV advertising in reach of many more ...

Marc Pritchard interview: How P&G 'cracked' social ROI

By Noelle McElhatton, 28 March 12, 08:30

Marc Pritchard, global marketing and brand building officer at P&G, took questions direct from ... brands are in Olympics sponsorship for altruistic reasons. P G is not in it for altruistic reasons, is it ... affecting brands today: calculating the ROI on social media? A: Yes! P G has been doing Market Mix ... proprietary technology. But social media is not just about the number of fans or friends [your brand has ...

Yazoo targets young men with £2m brand overhaul

By Loulla-Mae Eleftheriou-Smith, 15 March 12, 11:20

Yazoo, the milkshake brand owned by FrieslandCampina, is overhauling its brand strategy to focus ... The campaign puts the brand on TV for the first time in two years and introduces "the shake squad ... into the brand's direct audience through the activity, which will drive an extra 2% penetration. Kramer hopes ... in the milkshake category", Kramer said, as they bought into the brand as children and have continued to drink ...