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My Secret Work Weapon: Watch out for lazy language - decode it and be specific

By Mark Thomson, Olympics and international director, Royal Mail, 14 March 12, 08:30

Specificity, or the precision model, is something I came across about five years ago when I was sales and customer services director.

Tesco must find a new role for Clubcard

By Alan Mitchell, 15 February 12, 10:00

Clubcard was once the golden goose of marketing, but should Tesco re-evaluate what the scheme means to consumers, asks Alan Mitchell

What digital marketers can learn from DM

By Kim Benjamin, 20 May 11, 10:00

In an age of information overload, digital marketers could learn a lot from the personalisation and value pursued by direct mailers, writes Kim Benjamin .

Power 100: 100 to 50

By Nicola Clark, 17 May 11, 08:30

Marketers' optimism may not yet have returned to pre-recession levels, but these industry movers and shakers are on our list due to a consistent approach to marketing creativity and effectiveness.

Vouchers and gift cards: Corporate incentives

By James Quilter, 11 March 11, 09:00

Salary freezes, redundancies and continued concerns over the strength of the economic recovery have led to many companies making incentives a key way to motivate a lacklustre workforce, writes James Q...

We'll Call You - John Lewis

16 February 11, 12:00

Confusion over how the company's 'Never knowingly undersold' policy applies online had Mole posing a few questions on the thorny issue of price-matching.

We'll Call You - Boots

26 January 11, 12:00

Moles are not renowned for their eyesight, so were our eyes deceiving us when we saw a Specsavers ad claiming that its eye-tests are cheaper than Boots'?

We'll Call You - Marks & Spencer

12 January 11, 12:00

The prospect of new socks at a knock-down price put a spring in Mole's step.

Creating a loyal following

By Trevor Clawson, 03 November 10, 12:00

Retailers are scaling up their reward schemes in a push to win market share, writes Trevor Clawson.

Customer Publishing: Reaping big rewards from small print runs

By David Benady, 12 February 10, 10:12

Branded magazines constitute an influential marketing tool but are not solely the preserve of major players with huge budgets. David Benady reports on the rise of niche customer titles