TfL puts insight at the heart of marketing strategy
MaryLou CostaTransport for London (TfL) has taken learnings from its Marketing Week Engage Award-winning market researchto bolster other campaigns.
Target made a statement by not saying much – can other brands follow suit?
MaryLou CostaUS retailer Target has become a web phenomenon over the past week after it featured a young boy with Down’s Syndrome in its latest campaign advertising its new children’s line. It’s a brave brand that will do something different, knowing that in this digital age, evaluation is instant and a negatively perceived campaign can be […]
Finding their soft spot
MaryLou CostaMajor established brands to smaller start-ups are taking a long hard look at their customer data to understand people’s motivations for joining loyalty schemes and make their services stand out from the crowd.
The new open and closed-door policies
MaryLou CostaTechnology-savvy marketers are maximising the impact of closed events by employing digital tools to give the wider public access to related content, while maintaining exclusivity.
Will Kindle’s growth drive success for in-book advertising?
MaryLou CostaDid you get a Kindle for Christmas? More importantly, are you going to advertise on it? It seems more people are beating the post-holiday blues by firing up the new Kindle they found in their Christmas stocking and downloading titles to kick-start their new year resolution to read more. And more reading traditionalists, the kind […]
Whatever makes you happy
MaryLou CostaMirror mirror on the wall, who’s the happiest of them all? Those living in Northern Ireland, according to initial findings of the ONS’ happiness survey. Money can’t buy you happiness after all it seems, as despite being wealthier, it’s Londoners that have been found to be the least happy people in the country. The Office […]
Special K ditching the quick fix is a much needed evolution
MaryLou CostaMaryLou Costa is a key member of the Marketing Week features team and her blog brings her unique Australian perspective to brands. She also oversees the Market Research Focus weekly bulletin.
What consumer trends will you be watching in 2012?
MaryLou Costa2012 consumer trend predictions have been coming at us thick and fast, so I have taken my pick from a range of sources of what I think will have a big impact. Feel free to add your own in the comments space. Trendwatching.com has looked to emerging markets for its inspiration: Rolling out the red […]
Meat-free brands must push consumer benefits to become truly mainstream
MaryLou CostaMovements such as Meat Free Monday and the Five a Day fruit and vegetable campaign mean that most consumers today can identify with flexible vegetarianism. It’s the ideal solution for those of us who aren’t inclined to fully commit to a life without the pleasures of juicy steak or comforting sausages, but would like to […]
Bulldog found sponsorship gave it bite
MaryLou CostaOrganic men’s skincare brand Bulldog showed that a small player can scoop the top prize when it was awarded the Marketing Week Engage Award for Sponsorship 2011.
Fashion brands must take note of the era of the mass stylist
MaryLou CostaMaryLou Costa is a key member of the Marketing Week features team and her blog brings her unique Australian perspective to brands. She also oversees the Market Research Focus weekly bulletin.
To be real or not? The dilemma beauty brands face
MaryLou CostaWhen I used to work at a magazine that featured models on the cover, I frequently witnessed the finesse and skill of the art team. Airbrushing was second nature, its astonishing full capability revealed almost daily. Eyebags were freshened, wrinkles straightened, stray hairs, spots and bumps vanquished. None of this surprised me, but the most […]
Retail media: opportunity rises for online retail media
MaryLou CostaDebate is raging as to whether online retailers should build their websites around point-of-sale presence for partner brands or focus on their own communications.
What does the future of Britain look like?
MaryLou CostaMost would answer that question with, “pretty grim”, judging by the state of things as of today – the recession predicted to bite us again next year and countless public sector workers striking to stave off pension cuts. And as chancellor George Osborne admitted last week, one in five 14 to 16 year olds in […]
The brands cashing in at home
MaryLou CostaConsumers are looking for ways to maintain their habits for good food, socialising and entertainment on smaller budgets, creating a market for premium at-home products and services. MaryLou Costa looks at the innovative ways companies, big and small, are getting on the trend.