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NBA gets serious about cracking UK

By John Reynolds, 25 May 12, 11:00

of the latter sport in the UK. Nonetheless, the NBA views the UK as a key market to grow the brand. In March ... - this time for Olympic gold - a major marketing push is under way, as its bosses aim to shake off its niche-sport image. Marketing spoke to Darrell McLennan Fordyce (right), senior director, marketing communications ...

The changing face of music tie-ups

By Sarah Shearman, 24 May 12, 11:00

with consumers through their passion for music has long been a sweet spot for marketers, with the medium enabling ... marketing involved. '(Brands have) become a lot more focused on creating a rich experience across ... with musicians,' says Selena Sykes, the Lynx marketing manager who led the campaign. 'Bringing both worlds ...

Brand Manager of the Week: Malcolm Parkinson

23 May 12, 12:00

marketing? Working out what the consumer wants, then giving it to them. What would you be if you weren't a brand manager? Pilot. What advice would you give someone starting their marketing ... 's lives at many levels. What is your favourite ever marketing campaign? Nescafe's 'Love affair ...

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

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

markets, it s also utilising technology the internet and social media - to very good effect. "The ...

Will foreign ownership of British brands affect their marketing? The Marketing Society Forum

17 May 12, 01:00

MAYBE - CELIA PRONTO, MARKETING AND ECOMMERCE DIRECTOR, FORD RETAIL GROUP British brands ... at opportunities to use these in both new and existing markets. The marketing strategy may, however, need ... will need to balance what is appropriate in new markets with a desire to not alienate customers in existing ...

The truth about lying on your CV

By Suzy Bashford, 17 May 12, 01:00

for Brand View: Sue Swanborough, General Mills Click here for marketers' views from Twitter ... the credentials of marketers they hire? 'Over-egging' 'There is a distinct difference between candidates ... the facts, particularly for marketers, who operate in a soft-skilled environment, where it's more about ...

Helen Edwards: Get personal with your brand

By Helen Edwards, PPA Business columnist of the year, 16 May 12, 10:00

Marketers must get hands-on with their brands, so that they experience them in the same way ... of marketing it is the degree of intimacy involved. For all but the most ethereal of categories, consumption ... experience, replete with sounds, smells, sensations and, above all, touch - enough to give that marketing buzzword 'touchpoint' some real meaning. Consumption, for the most part, is a hands-on affair. Marketing ...

Brand Manager of the Week: Natasha Whiting

16 May 12, 10:00

Describe yourself in three words. Caring, energetic and spontaneous. How would you define marketing? Fast-paced, ever-changing and exciting. What advice would you give someone starting their marketing career? You must be prepared to live and breathe what you do. What ...

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

By Noelle McElhatton, 16 May 12, 12:00

Recession or no recession, the industry's most powerful marketers never sit still. But what ... 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 powerful in marketing? Every year, Marketing revisits this question as our journalists compile, research ...

Power 100: The UK's top marketers

By Nicola Clark, 15 May 12, 10:00

Marketing unveils the definitive guide to the UK's most powerful marketers. ... Unilever s senior vice-president of marketing, Marc Mathieu, has been named the most powerful marketer in Britain, topping Marketing s annual Power 100 ranking, sponsored by Engine. Mathieu inspired the marketing community last October with his strategy urging a more magic, less logic approach ...