Abu Dhabi airline Etihad set Ricky Wilson, former coach on The Voice, the challenge of clocking 24 activities in the Emirate in a 48-hour period for a new online film.
What does the market research industry need to win back credibility and be resuscitated, asks McCann Manchester’s head of retail planning.
I call it “manifesto marketing” when a company broadcasts the reasons why it does what it does, its values, or its beliefs, incorporating them in its advertising, communications, products or packaging even if — especially if — they are not strictly related to the products the brand sells.
You’ve probably heard Simon Sinek say that people don’t buy what you sell, they buy why you sell it. But it goes further: people also buy how you sell it, what you believe, and how you operate as a corporate citizen of this country. Manifesto marketing makes the most of this truth, attracting a tribe of people who agree, whether or not they happen to be in the market for your product at a particular moment in time.
The best-known example of manifesto marketing is the lululemon manifesto, a long list of declarations of the company’s beliefs about how to live a long, healthy, life, which is emblazoned on their signature bags and even on some of their products.
Before there was Instacart, AmazonFresh, and FreshDirect, there was Peapod. Founded in 1989 as a service where customers could phone in their orders, the online grocer has grown to command a significant portion of the growing food delivery marketwhich is expected to reach $100 billion in sales by 2025, according to a recent report from Nielsen and FMI. Part of Peapod’s promise is the financial backing of parent company Ahold Delhaize, which acquired it for $35 million in 2001. Along with using its own warehouses, Peapod can also tap into the supply chains of Ahold Delhaize’s brick-and-mortar chains, like Stop & Shop and Food Lion.
“There are a lot of shiny new players right now that are doing what we did in the first two years, but it’s not sustainable and inefficient,” said Carrie Bienkowski, who joined Peapod as chief marketing officer three years ago from eBay. “Because we’re part of a bigger brick-and-mortar operation, it’s enabled us to expand quickly.”
Of course, Peapod’s dilemma is that the Skokie, Ill.-based company lacks the brand awareness of its trendier new competition. Beginning this week, the company plans to change that with a new marketing campaign designed to expand its presence in the New York City regional market, which currently accounts for about a quarter of sales. Later this year, Peapod will debut a more universal campaign to boost its brand.
(TrendHunter.com) When traveling long distances by air, sleeping on a plane is inevitable, but it is not always a comfortable activity due to the way most airline seats are designed.
London-based mattress company…
Nobody really knows how the job market will change but you can take steps to future proof your media career. Brainlabs’ chief executive explains how.
Once a solution is found to one type of online ad fraud, then a new one pops up. By Group M’s UK chief executive.
The Creative Industries Federation has called for a new visa system to support the creative sector in a “manifesto” for the upcoming UK General Election.
The History of Advertising Trust has received official acknowledgement of its professionalism with a top accreditation award by the National Archives.
Mark Zuckerberg now acknowledges the dangerous side of the social revolution he helped to start. But is the most powerful tool for connection in human history capable of adapting to the world it created?
(TrendHunter.com) Love and marriage — they go together like a horse and carriage, and the April 2017 romance trends show that marriage indeed remains a way to bridle love for life, just like a wild stallion tamed…
(TrendHunter.com) When it comes to burning off excess energy, fidget toys have emerged as a prettier alternative to constantly clicking a pen and a healthier choice than biting one’s nails, and Fidget Hand…
Influencer marketing is not going anywhere. The industry is moving towards a world in which brands seek ongoing engagement over and above commerce.
Publicis Media has promoted Jon Horrocks to manage trading for the group’s four media agencies in the UK and has made a series of other appointments, following the departure of buying chief Chris Locke.
Vodafone is reportedly aiming to escape contracts for a planned pay-TV service that it is preparing to ditch.
Channel 4 has introduced a new ad format to video-on-demand service All 4 that enables advertisers to incorporate the individual name of the viewer into the audio of their ads.
Zoe Lazarus, global future and culture planning director at Diageo, explains why experience is the biggest trend in marketing.
After 50 plus years of gestation, the combination of affordable hosting, compute power and proliferation of data has brought AI into the marketing spotlight.
Procter & Gamble Co. is set to report earnings Wednesday under more pressure than usual for Earth’s biggest marketing spender. For one thing, there’s an activist investor in the house: Nelson Peltz and his Trian Partners. He’s yet to drop the seemingly inevitable white paper telling P&G managers how to run and possibly break up their business.
On the plus side, P&G is on a roll of under-promising and over-delivering in recent quarters. It will be hard to keep that up, given relatively strong year-ago results in the fiscal third January-March quarter (“JFM” in P&G-speak) and hence a tougher comparison.
It will also be harder because global rival Unilever just reported first-quarter organic sales results above expectations by around 3% — despite flatish unit volume. Unilever disappointed the prior two quarters, and was thus, in the largely zero-sum game of slow-growing packaged goods, a market-share donor in P&G’s turnaround story. Not so much last quarter, it seems.
Procter & Gamble Co. is set to report earnings Wednesday under more pressure than usual for Earth’s biggest marketing spender. For one thing, there’s an activist investor in the house: Nelson Peltz and his Trian Partners. He’s yet to drop the seemingly inevitable white paper telling P&G managers how to run and possibly break up their business.
On the plus side, P&G is on a roll of under-promising and over-delivering in recent quarters. It will be hard to keep that up, given relatively strong year-ago results in the fiscal third January-March quarter (“JFM” in P&G-speak) and hence a tougher comparison.
It will also be harder because global rival Unilever just reported first-quarter organic sales results above expectations by around 3% — despite flatish unit volume. Unilever disappointed the prior two quarters, and was thus, in the largely zero-sum game of slow-growing packaged goods, a market-share donor in P&G’s turnaround story. Not so much last quarter, it seems.
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