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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Beware service messages
The Information Commissioner’s Office (ICO) has fined Flybe (£70,000) and Honda Motor Europe Ltd (£13,000) for breaching the Privacy and Electronic Communications Regulations. The ICO interpreted e-mails sent by both companies as direct marketing messages even though they were phrased as service messages. The case also demonstrates that the ICO uses a very broad definition of marketing.
lexology.com, 28 March 2017
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Instagram – advertisers exceed 1m
Instagram’s monthly active advertisers have risen to over 1m, five times the number in 2016. Around 80% of Instagram’s 600m monthly active users follow a business on its platform. Instagram benefits from being able to sell ads to marketers who are buying advertising through Facebook (Instagram’s owner).
Financial Times, 23 March 2017, p16
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Twitter – bots will distort marketing data
New research from two US universities suggests that around 15% of Twitter accounts (48m) are bots and not people. This is bad news for Twitter and disappointing for marketers who rely on engagement data. The report also points to the benefits of social media bots, but warns that brands will not be able to properly evaluate marketing performance.
dmnews.com, 14 March 2017
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Challenges and opportunities – new report
CIM’s new Challenges and Opportunities Facing Marketers in 2017 report was commissioned to discover the key challenges and opportunities for marketers this year and why they need to start a new dialogue with the wider organisation.
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Social media – untapped potential
Marketers have been using social media to discover what customers are saying about them. Now brands are using sophisticated techniques to exploit social media for market research purposes. They are moving beyond simply keeping an eye on what is being said about them to gaining social insight and using the data for other strategic purposes.
Marketing Week, March 2017, pp32-34
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Previous PDF versions of Cutting Edge
- Unilever sets up internal agency database - Campaign, 24 February 2017, p6
- E-Privacy regulations - lexology.com, 14 February 2017
- Valentine’s Day treats? - marketingweek.com, 14 February 2017
- Regaining trust - businessrevieweurope.eu, 2 February 2017
- Bad ads - Campaign, 27 January 2017, p3
- Alibaba joins top-tier Olympics sponsors - Financial Times, 20 January 2017, p19
- Ad blockers can be banned - Financial Times 11 January 2017, p4
- Adtechs suffer funding decline - Financial Times, 4 January 2017, p16
- Adspend growth rate to slow - Campaign, 9 December 2016, p3
- Favourite Christmas ads - Campaign, 2 December 2016, p2
- Christmas pudding prices rise - Financial Times, 29 November 2016, p15
- Facebook stops race-based advertising - Campaign, 18 November 2016, p5
- Brands turn to social realism - Marketing Week, 10 November 2016, pp14-17 (Bacon)
- CMA warns about Black Friday price-fixing - The Daily Telegraph (Business), 8 November 2016, p3
- O2 in longest-running sport sponsorship - Campaign, 28 October 2016, p3
- No wriggle room - theguardian.co.uk, 23 October 2016; The Sunday Times, 23 October 2016, p13
- Coffee cup scheme takes off - The Grocer, 15 October 2016, p6
- St John Ambulance in babygrow campaign - campaignlive.co.uk, 10 October 2016
- Gaze time - research-live.com, 30 September 2016
- Stoptober to use Facebook bots - marketingweek.com, 20 September 2016
- Apple to reduce information for advertisers - Campaign, 16 September 2016, p6
- Paralympics – underestimated opportunities - Campaign, 9 September 2016, pp2-3
- Overcoming the scandal effect - Harvard Business Review, September 2016, pp90-98 (Groysberg et al)
- Will we remember? - brandchannel.com, 17 August 2016
- Olympics – retains marketing power - Financial Times, 10 August 2016, p6
- Do you need marketing qualifications? - Marketing Week, 4 August 2016, pp14-17
- Older demographic responds to direct mail - marketingweek.com, 25 July 2016 (Hemsley)
- Business relations - Financial Times, 21 July 2016, p2; Financial Times, 20 July 2016, p3
- Flip side - Marketing Week, 14 July 2016, pp12-13
- Political ads - Campaign, 9 July 2016, p12
- Media owners and the ‘big two’ - Campaign, 30 June 2016, p20 (Spanier)
- Instagram – new formats attract ads - Financial Times, 22 June 2016, p16
- Britain’s appetite for online delivery to grow - The Times, 16 June 2016, p44
- The power of a strong brand - Financial Times (Special Report: Global Brands), 9 June 2016, pp1,3; Marketing Week, 9 June 2016, pp16-23
- Coca-Cola readies UEFA sponsorship - thedrum.com, 1 June 2016
- The special one? - Financial Times, 28-29 May 2016, p5; The Times, 27 May 2016, p7
- UK brands hold their own in the UK - thedrum.com, 19 May 2016
- Small business survey - gov.uk/government/publications, 12 May 2016
- An 11-brand ad hits the screen - Campaign, 6 May 2016, p2
- ASA looks into gender stereotyping - The Daily Telegraph, 28 April 2016, p4; theguardian.com, 28 April 2016
- Don’t leave out the headline - Campaign, 22 April 2016, p17
- The counterfeit economy - The Daily Telegraph (Business), 19 April 2016, p5
- Ad robots - New Scientist, 9 April 2016, p21
- Talented balls - campaignlive.co.uk, 24 March 2016
- Beware public brainstorming! - The Independent, 22 March 2016, p34
- Ad blocking protection racket - Marketing Week, 10 March 2016, p7