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Brand builder: Under Armour

By Kim Benjamin, 24 May 12, 12:00

The brand invested in its first major European marketing campaign last month, writes Kim Benjamin. ... m of this came from outside the US. To grow brand awareness internationally, Under Armour ... campaign across the UK, France, Germany, Austria and Switzerland. It also announced plans to air a branded-content series on MTV, entitled New Battles, New Armour. In addition, the brand recently struck a five ...

Apple cements most valuable brand status as UK's giants slide

By Daniel Farey-Jones, 22 May 12, 08:46

valuable global brands, while UK brands including Tesco and O2 have slipped down the table. ... The eight UK brands in last year's BrandZ top 100 lost 10% of their collective brand value ... global brands increased their brand value by 10%, with Apple's 19% increase to $183bn increasing its lead ... in fifth with a value of $76.7bn. Vodafone, the most valuable UK brand, held on to 12th place despite a ...

Editor's comment: The key to being in our Power 100: to innovate and inspire

By Noelle McElhatton, 16 May 12, 12:00

at number 15 - and the ascent of marketers at tech brands such as Samsung and Spotify. What makes someone ... ecosystem. As ever, we evaluated a marketer's personal brand as much as their employer's. We've also placed ... of the world's biggest brand-owners. Marc Mathieu, senior VP of marketing at Unilever, has inspired not only ...

Nike marketing boss attacks 'institutionally analogue' businesses

By Nicola Clark, 14 May 12, 09:00

wristband for our interview at the Farringdon HQ of the brand's digital agency, AKQA. The band, which ... of movement is unavoidable, even for a marketer from Nike, the brand which famously never stands still ... has been evaporated.' The question Velocity poses, as does Marketing , is where do brands go from ...

Nike marketing boss attacks 'old' approach to social-media

By Nicola Clark, 09 May 12, 08:30

A leading global marketer at Nike has urged brands to stop trying to force "old metrics on to new ... Speaking at the launch of Velocity: The Seven New Laws for a World Gone Digital, which he co-authored with AKQA chairman Ajaz Ahmed, Stefan Olander, vice-president of digital sport for Nike, said brands should stop focusing on clicks or "likes". He said: "A whole industry is stuck on trying to force old ...

Brand Barometer: Social media performance of Ann Summers

By Gemma Charles, 04 May 12, 12:00

-April the brand addressed it with a post outlining its position. This attracted a high number of likes ... provides a benchmark to gauge brands' respective popularity. The score is derived by averaging the noise around a brand (reach) with its popularity (satisfaction). Then the numbers from the last month ...

Sector Insight: Childrenswear

By Jane Bainbridge, 02 May 12, 08:00

. Designer brands. Still a small area but more luxury brands have extended into childrenswear with labels ... brand in 2012. He drives both the fashion and family focused campaigns, including the recent Back ... Stuff as well as working as a consultant for brands including Feather Black and Gant UK ...

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 ...

Sports organisations must prepare for post-Olympic sponsorship, says LTA boss

By Kate Lloyd, 28 April 12, 09:41

in light of concern expressed in some quarters that once the London 2012 Olympics are over, brands could ... , but national sports brands need to be prepared either way and have robust structures in place." The LTA has ... association wanted to ensure that it didn t "get left behind" by brands who just wanted to work with the LTA ...