Cutting Edge

Our weekly digest of marketing-related news will keep you up to the mark on everything from FMCG to brand strategy, loyalty programmes to fashion marketing.

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Behavioural insights and nudge theory

The Behavioural Insights Team (BIT), a British government spin-off, has pioneered the use of psychology to help change behaviour through “nudges” rather than laws. BIT, which has saved around 20 times its running costs, was the start of a global trend and now many countries are using nudge theory to save money and perform better. This article examines some successful nudges and the spread of nudge theory to countries like Guatemala and Qatar.

The Economist, 20 May 2017, pp59-60

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Record fine for nuisance calls

Keurboom Communications, a marketing company, has received a record fine of £400,000 for making over 90m nuisance calls. The Information Commissioner’s Office (ICO) fined the company for making automated calls which mainly related to road traffic accidents and PPI claims. Ofcom estimates that around 4.8 billion nuisance calls are made in Britain every year.

The Times, 11 May 2017, p17; bbc.co.uk, 11 May 2017

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Just Eat sponsors X Factor

Just Eat has entered into a sponsorship deal with The X Factor after TalkTalk ended its ten-year link with the TV programme. The new sponsorship, thought to be worth around £30m, is one of the most high-profile on TV. As part of the sponsorship Just Eat is launching the “Chef Factor”, involving a search for real chefs to star in TV idents around The X Factor.

marketingweek.com, 28 April 2017

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Google and Facebook ‒ a fifth of adspend

Google and Facebook accounted for a fifth of global ad spend last year, double that of five years ago. According to data analysis from Zenith, online advertising has overtaken digital and is now the biggest ad medium.

The Guardian, 2 May 2017, p23

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Can Woolworths make a comeback?

Tony Page, a former Woolworths managing director, is hoping to relaunch the brand on the high street nearly ten years after its demise. He aims to buy the name and launch a chain of stores which he says will be in a “similar format” to the original ones.

retail-week.com, 24 April 2017

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Maltesers disabled ad best in ten years

Mars says that last year’s ads for Maltesers, which featured disabled people, was the “best, most effective” ad for the brand in ten years. Mars aimed to achieve a 4% rise in sales and 10% increase in brand affinity. In the event Maltesers’ sales grew by 8.1% and brand affinity by 20%.

thedrum.com, 5 April 2017

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