Marketing week tagged posts

One of the world’s biggest corporates makes a donation to CND

Unilever Peace campaign for Lynx

Strange, but true…

Unilever will continue to use the peace logo in promotions for its new Lynx fragrance but is making an undisclosed donation to the Campaign for Nuclear Disarmament (CND) after the protest group slammed its “callous” use of the iconic symbol.

The FMCG company said the “universally recognised symbol of peace” is a key part of its bid to raise awareness of peace globally, which forms part of the marketing campaign for its new “Peace” sub brand.

The campaign, which has seen 70ft peace signs tagged on various landmarks across the capital, was slammed by CND as being a “disingenuous”. CND general secretary Kate Hudson told The Independent earlier this week that the promotions are “a flagrant co-opting of decades of activism”.

Unilever defended its use of t...

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Facebook and Twitter position themselves as brand building platforms to rival TV

Facebook and Twitter are positioning themselves as brand building platforms to “rival TV” and ideal platforms for reaching dual screeners, as gaming brands reconsider how they allocate their marketing budgets in pursuit of high value smartphone and tablet users, reports Marketing Week (Wednesday 6 November 2013).

tabsThe trends were identified at the Mobile and Tablet Gaming Summit in London, UK where Facebook and Twitter executives said social networks were the “glue” combining TV audiences and mobile users.

Tarquin Henderson, EMEA head of Facebook gaming sales explained how it was using its enhanced targeting service Custom Audiences to let gambling firms offer real money gaming (RMG) to the 300 million social gamers on the platform.

In the US this includes using third party data,...
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How to avoid the recent pitfalls of promotional marketing and ‘giveaways’

This article by marketing journalist Maeve Hosea first appeared in Marketing Week on 22 August 2013

Colgate-GiveawayFancy a free electric toothbrush? If it sounds too good to be true, it probably is. Colgate’s giveaway promotion at London’s Waterloo station last month, where people could swap their old electric toothbrush for a free ProClinical model worth £169.99, ended in chaos. Hundreds of people swamped the stand, which lead to Network Rail forcing the company to shut down the promotion.

Quick to capitalise on the blunder, rival Philips launched an advertising campaign with the cheeky strapline ‘The best things in life aren’t free’...
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