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Social brands: Betfair turns to comedy writers for social media

By Nicola Clark, 08 February 12, 02:45

Speaking at the Social Brands Conference in London today, Ben Carter, head of central online marketing at Betfair, revealed the brand turned to a team of comedy writers to gain traction on its Betfair ... . Betfair is also investing in proving the social ROI of its marketing activity. Carter said: "We ...

Jennifer Saunders fronts 'Choccy Philly? Don't Be Silly' campaign

By John Reynolds, 08 February 12, 12:25

In January this year, Kraft unveiled plans to combine its Cadbury chocolate and Philadelphia Light brands and launch a chilled chocolate spread. The 'Choccy Philly? Be Silly' marketing campaign ... countries, including Germany. Bruce Newman, marketing manager cheese dairy at Kraft Foods, said: "The ...

Helen Edwards: Who takes responsibility for a brand's past mistakes?

By Helen Edwards, 08 February 12, 12:00

PhD in marketing, an MBA from London Business School and is a partner at Passionbrand 30 seconds ...

Google releases Chrome for mobile

By Sarah Shearman, 08 February 12, 11:45

launched in 2008. During the past year Google has heavily marketed the product to consumers. At the end of 2011, Chrome overtook Firefox, to take the second-highest market share of browsers globally, at 25 ... , with an estimated 50% market share. Last month, Google chose to demote Chrome in its own search rankings , after ...

Social brands: Unilever shifts focus from social media to word of mouth

By Nicola Clark, 08 February 12, 11:20

Marketers are being urged to reappraise the value of fans and re-focus their social media activity ... media marketing as a key area for growth, referring to the way in which film studios are using social feedback to power marketing on opening weekends. "Now we are using social media to feed into innovation ...

RB commits £100m to building brands and 'powermarkets'

By John Reynolds, 08 February 12, 09:50

markets to compensate for sluggish growth in Europe. The identification of Powermarkets mirrors RB ... executive, who took over in September replacing Bart Becht, said RB will ramp up its focus on growth markets ... markets. "RB's relentless focus on building brands will continue. We will be increasing our investment ...

Coca-Cola to boost brand spend by up to $400m

By Loulla-Mae Eleftheriou-Smith, 08 February 12, 09:23

"redirecting resources to drive profitable growth through marketing and innovation effectiveness". Coca ... marketing campaigns focused on the Olympic Torch Relay and Christmas. Muhtar Kent, chairman and chief ... ." In an interview with Marketing last month, James Eadie, Coca-Cola's portfolio director for the 2012 Olympic Games ...

Is it wise for a brand to outsource marketing to cut costs? The Marketing Society Forum

08 February 12, 08:00

England cricket sponsor Brit Insurance is axing its marketing team and outsourcing the function. ... NO - FIONA MCANENA BRAND DIRECTOR, GROUP MARKETING, BUPA In this instance it doesn't mean marketing, does it? It means promotion, marketing activation, or that dreaded word, 'marcoms'. Marketing ... place, at the right time, at the right price' shows that marketing is about influencing what you make ...

City Index to boost brand with integrated push

By Matthew Chapman, 08 February 12, 08:00

offerings with a series of integrated marketing campaigns. ... City Index has hired TMW to produce integrated marketing campaigns on a project-by-project basis with the first burst of activity focusing on its City Trading mobile app and free trading strategy seminars ... countries worldwide. Paul Cassidy, global head of marketing at City Index, said: "As our global presence ...