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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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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Previous PDF versions of Cutting Edge
- Beware service messages - lexology.com, 28 March 2017
- Instagram – advertisers exceed 1m - Financial Times, 23 March 2017, p16
- Twitter – bots will distort marketing data - dmnews.com, 14 March 2017
- Challenges and opportunities – new report - https://exchange.cim.co.uk/thought-leadership/challenges-and-opportunities-2017/
- Social media – untapped potential - Marketing Week, March 2017, pp32-34
- 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