Pepsi tagged posts

PewDiePie is the future of TV

PweDiePieMy guess is you’ve never heard of PewDiePie, have you?

But what if I told you this Swedish vlogger who loves sharing the latest video games and slightly bonkers videos on YouTube is also the biggest star on YouTube himself with 32,222,075 subscribers and a whopping 6,753,075,673 views.

And he launched his channel in April 2010.

Closer to home, my daughter Zara loves this YouTube vlogger.

And by all accounts so do very many other teenager girls who follow her latest musings – if fact over 6.5m subscribers do.

Zoella screen grabThe elf-like and sublimely charming 24 year-old fashion and beauty vlogger Zoella (real name Zoe Elizabeth Sugg) speaks for a new generation of TV viewers. And I’m not talking about those who regularly tune into CBBC’s Blue Peter.

The mainstay of Zoella’s channel is about frien...

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Unilever crowned top global advertiser and Coca-Cola top individual global brand in WARC League Table 2014

Unilever

Unilever is the smartest advertiser on the planet according to research carried out by global marketing intelligence agency WARC.

The top five global advertisers on the WARC advertiser rankings:

Warc global brand rankingsThe advertiser scores are derived from the brand owners’ performance in effectiveness and strategy in the previous 12 months.

Coke campaign

However, the world’s leading individual brand is Coca-Cola, according to the rankings for individual brands:

Warc top global brandsIn compiling the individual brand league table, WARC tracked more than 1700 winners in 75 different competitions. It assigned points based on the awards won and then weighted these points based on the competition’s rigour and prestige in the global industry according to its own analysis.

Louise Ainsworth, CEO, WARC explains: “These rankings show which companies ...

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Ambush marketing threat to global sponsors!

Pepsi unofficialDuring major sports events, non-official sponsor brand owners will start to consider actively pursuing ‘guerrilla or ‘ambush marketing’ tactics as they seek a free ride on the back of major events such as the Commonwealth Games in GlasgowFIFA World Cup in Brazil, the Tour de France or the Wimbledon Tennis Championships.

But like so much in marketing, they’re two schools of thought on the subject of ‘ambush marketing’.

Pro-ambush

Those who are in favour of ‘ambush marketing’ including the European Sponsorship Association (ESA) argue it’s a perfectly acceptable form of marketing activity for a non-sponsor to be engaged with provided it doesn’t break any ethical Codes of Conduct that may be in place to regulate sales, marketing and communication activities in its...

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‘Brand Wars’ at Sochi Olympic Games 2014

Tapping over Apple logo at Sochi 2014So the question on most marketers’ lips at the half-way stage of the Sochi Winter Olympic Games 2014 is who’s winning brand gold and who’s coming last in the multi-million dollar sponsorship stakes?

Well, this picture sums up the problem, doesn’t it?

An Olympic Official at Sochi with duct tape sticking it over the Apple logo of the laptop belonging to Associated Press director of international video Mark Davies. As if this pretty innocuous indirect view of an Apple logo on this laptop justifies this type of treatment?

Well, it’s bonkers really but then you need to understand the reasoning behind this extreme form Olympic brand protection.

Non-Olympic partners such as Apple are considered to be in direct competition with the official Olympic sponsors at Sochi 2014, such as Samsung t...

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Are you a consumer-ologist?

mash upAmazon built a gigantic global business on the back of choice and delivering products when the customer wants it.

As I mention in my previous blog, Amazon has taken this a step further and is planning to box and deliver products that it expects customers in a specific area will want based on previous orders, product searches, wish lists, shopping cart contents, returns and other online shopping practices it gleans from its customers’ shopping patterns, even before they’ve clicked ‘buy.’

However, some researchers are predicting a backlash to these and other strategies that are all designed to get us to spend more.

The main contentious point of consumer-ology, a term coined by Philip Graves, one of the world’s leading consumer behaviour experts, is that enough really is enough when it ...

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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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