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Helen Edwards: Why borderline decisions can make or break a brand

By Helen Edwards, PPA Business columnist of the year, 23 May 12, 08:30

The reported impact of Heathrow's passport control queues on businesses in London holds lessons ... business partner based on phones and loos? No one does at least, not as first-order criteria. It is an example of a tie-breaker, the business equivalent of the penalty shoot-out. When all is level and only one ... . They are often pivotal in business-to-business purchasing, exacerbated by group decision-making. A deadlocked ...

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

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

on interviews with over 2 million consumers globally with data on companies financial and business performance ... economy and the European economy being difficult. "Vodafone is very much a global business, they ve ... other one is Guinness. While it s facing challenges in Europe it s got a very large business ...

Direct Line Group recruits former HSBC marketer Evans

By Alex Brownsell, 17 May 12, 08:30

of brand portfolio and partnerships, as the business bolsters its management team ahead of a divestment ... of marketing for Direct Line. In January, the insurer launched a new marketing strategy for its Churchill ...

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

By Noelle McElhatton, 16 May 12, 12:00

For proof, witness the record 45 new entrants in this year's Power 100 list of the UK's most powerful marketers, reflecting the evolving digital landscape - a social-media marketer makes his debut at number 15 - and the ascent of marketers at tech brands such as Samsung and Spotify. What makes someone ...

MasterCard unveils PayPass digital wallet

By Alex Brownsell, 08 May 12, 09:34

MasterCard is to launch a new digital wallet service, which it claims will offer consumers ... to provide a single platform for new payment technology. The brand is also encouraging the developer community to create new payment technologies using PayPass, which it hopes in time to develop as the app ...

O2's Sally Cowdry Q&A: 'You can't use advertising to tell people to trust you'

By Noelle McElhatton, 04 May 12, 01:40

What s the strategy behind the Wallet launch? Our brand strategy is "Fresh thinking, new ... to execute it in a way that demonstrates fresh thinking, new possibilities. So we ve underpinned that promise ... -based personalised offers, discounts and experiences with our new tariff. The O2 Wallet, which democratises ...

Unilever tops 2012 Marketing Society Awards nominations

By Kim Benjamin, 01 May 12, 02:45

number of entries with our B2B and new Content Marketing category being very well supported ... ) Blue Rubicon New brand Be clear on cancer (COI-Department of Health) M C Saatchi i ... ) Rain Communications Nails Inc Tangent Snowball New Look Customer relationship ...

When social media turns bad: dealing with negative comments

By David Benady, 26 April 12, 12:00

-media criticisms, as these might often come from rivals or people in the ad business, rather than the public. 'You ... business.' Outpouring of sentiment When Kimberly-Clark switched the 'real' Andrex puppy for a CGI ... penny sparwell @pennyspar 10:32 PM - 18 Apr The new Mars ad is brilliant! ...

Facebook's Everson urges marketers to 'make a bet on us'

By Arif Durrani, 25 April 12, 09:45

stepped off a delayed red-eye from New York. ... fantastic position to shine here, is because at first we think of Facebook as a new marketing platform," she ... is that the CMO can then advocate how to use Facebook as a business transformation platform. [It then becomes] how do we fundamentally change the way we are doing business?" Relaxed and engaging, the one-time ad ...

HSBC promotes Philip Mehl to pan-Euro role

By Alex Brownsell, 19 April 12, 08:48

Mehl, previously UK marketing director, last month took up the new role of head of marketing, retail banking and wealth management Europe at HSBC. He will lead marketing communications across HSBC's European markets, which include the UK, France, Greece, Turkey, Malta, Armenia and Kazakhstan. Mehl, a ...