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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 ... the word 'advertising'. 'If I project ourselves out five or 10 years, then I don't see Unilever ... sustainable living. Neither the word, nor the accounting line of "advertising", means anything to me,' he says ... of this whole word 'digital'. I'm not a big fan of saying to every brand that 15% of your budget needs ...

Save the planet marketing 'won't change consumer behaviour'

By Gemma Charles, 03 May 12, 08:30

believe they are doing as much as they can. It also found that communications and using the word "green ... , super easy, highly relevant and it creates a feelgood factor without going anywhere near the word green ...

Brand Manager of the Week: Lucy Green

02 May 12, 12:00

Describe yourself in three words . Passionate, musical and dedicated. What would you be if you weren't a brand manager? A musical theatre performer in the West End. What attracted you to your current job? Andrex is a true British heritage brand at the top of its game. Forward ...

Helen Edwards: Grand incentive to alter pack mentality

By Helen Edwards, PPA, Business columnist of the year, 02 May 12, 10:00

You've just woken up and already there's a critical text from the boss, ending with that most patronising of words: 'disappointed'. Your sense of powerlessness isn't helped by the commute to work, and the humourless jobsworth who takes you to task about your lapsed travel card. By the time you've stopped ...

Starbucks marketer Ian Cranna on changes at the coffee chain

By Gemma Charles, 19 April 12, 10:00

four years. The company has its eye on expanding into other areas; hence the ditching of the word ...

Alan Mitchell: Advertisers, face it, your consumers hate you

By Alan Mitchell, 29 March 12, 01:00

of the Advertising Association. His strongly worded wake-up call, originally written for the RSA Journal last winter ... 're worth it". But what consumers are experiencing is smaller pack sizes, bankers' bonuses, and weasel-worded ...

Revlon's Julia Goldin on her new storytelling strategy, going back to basics and marketers as business leader

By Rachel Barnes, 23 March 12, 12:00

' - a word that regularly punctuates our interview - is setting Revlon on a solid track to winning over ...

Brand barometer: Nappies, which one is most prominent online?

By Gemma Charles, 23 March 12, 08:00

of nodal analysis to identify key words and phrases relevant to the target audience. This is achieved ... , third-party research into target audience behaviours, and finally nodal analysis of associated key words ... . Identification of key online websites, groups, accounts and conversations: Identified key word search strings ...

Brand Manager of the Week: Lisa Harrison

20 March 12, 12:00

- Describe yourself in three words. Seriously fun achiever. - What would you be if you weren't a brand manager? Running a Champagne bar somewhere very, very hot. - What advice would you give someone starting their marketing career today? Get some work experience, even if it's voluntary ...