February 2007
Brand Strategy's Trends and News for February
Welcome to Brand Strategy's trends and news for February. If you want to keep up-to-date with what's on our radar on a more regular basis, please visit our blog at http://brandstrategy.wordpress.com
Ruth Mortimer, editor (ruth.mortimer@centaur.co.uk) recommends…..
A GLOBAL PERSPECTIVE ON BRAND MANAGEMENT
The Economist Intelligence Unit has come up with a comprehensive report covering everything from attitudes to branding for overseas markets to whether the CEO takes marketing seriously. Required reading for any executive:
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LORD PUTTNAM PREDICTS THE FUTURE
Earlier this month, Lord Puttnam gave a talk at TBWA about what lies ahead for brands, media and the consumer. You can pick up the highlights here:
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MOBILE PHONES IN EMERGING MARKETS
The mobile can be a symbol of increasing prosperity in the developing world but what is the real value to these nations' economies? The McKinsey Quarterly looks at wireless in China, India and the Philippines.
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COMING DOWN WITH A VIRUS?
Channel 4 and BoreMe.com have launched their second international viral awards to try and find the best agency viral ad out there. You can enter or just have a look at the cream of the crop from last year here:
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MITCHELL AND WEBB TAKE A BITE OUT OF APPLE
If you have somehow missed Apple UK spending a vast quantity of money marketing the brand through funny ads at the same time as Vista’s launch, then check out this video of comedians Mitchell and Webb. Very amusing take on the whole Microsoft/Mac split:
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SUPER AT THE SUPERBOWL? MAKE YOUR MIND UP.
If you missed the whole Superbowl malarkey (were you taking a trip to the moon?) then you can catch up with all the views, news and videos here. Which ads take your fancy?
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Morag Cuddeford Jones, contributing editor, (morag.cuddeford@centaur.co.uk) recommends….
STRINGHAM STRINGS IT OUT...
When Peter Stringham, chief marketing officer for HSBC worldwide, announced last year that he was to leave the banking group, most assumed it would be to retire gracefully to the golf course. Not so. It is widely speculated today that he will be returning to WPP's Y&R brands, this time as chief executive, to take charge of an agency that has been struggling to retain accounts since he left in 2000.
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WHY BRANSON IS LIKE BUSES
Richard Branson is a bit like a bus. You wait ages without a glimpse of one, then lots of them turn up at once. For the last two weeks, barely a day has gone by where he hasn't been launching a new Virgin offshoot, or initiative to clean up the planet (once his spaceships and airlines are finished messing it up first). A new media company, bioscience project, another airline, a chain of doctors' surgeries...the list goes on.
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Maeve Hosea, feature writer, (maeve.hosea@centaur.co.uk) recommends...
AUDI RACES WITH DIGITAL IN NEW CAMPAIGN
Audi TT sourced music acts to produce music podcasts for its ‘TT Remastered’ campaign launching this week with 14 songs available for download starting with a version of Soft Cell’s Tainted Love by CocoElectrik.
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MAYOR OF BOSTON TO BAN GUERILLA MARKETING
US city of Boston’s Mayor Thomas Menino wants to ban guerilla marketing in the city after a publicity stunt for a cartoon show earlier this month threw security services in Boston into a panic because of fears the city faced a series of bomb explosions. “This nitwit technique has no place in our city,” he was reported as saying.
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BURBERRY WORKERS GAIN WORLDWIDE SOLIDARITY
Luxury group Burberry continues to face protesters picketing its stores in
Europe and the US as well as Burberry-sponsored events (such as a pre-show BAFTAs party) because of the company’s moves to close a Welsh factory and shift production
to China. Protesters, who have considerable support from Welsh celebrities,
have decided to go global on the protest as a way of highlighting how Burberry’s
globalisation has fuelled Welsh job cuts.
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EMI SUFFERS AS CD SALES COLLAPSE IN US
Music group EMI has failed to come to terms with decline in high-street CD
demand and faces furious financial difficulties. It issued its second profit
warning in recent months.
More...86966.ece
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Claudine Baker, feature writer, (claudine.baker@centaur.co.uk) is currently on maternity leave. She will return later this summer with more newsletter trends and ideas.
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Also from Brand Strategy magazine this month…
Matt Welch, chief marketing officer for the world’s largest dating service, Match.com, sets up a date to tell Brand Strategy about his marketing plans.
More...American Express: why it is seeing RED
More...Tim Kopp, outgoing vice president of interactive marketing at Coca-Cola, says that virtual worlds should not be a mystery for marketers.
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