10 Dec 2013
Pharmaceutical: TDA for Lloyd's Pharmacy
How did the campaign make a difference? Most people don't worry about heart health but about related issues like smoking, weight and blood pressure management. The 'new news' that addressing these could be good for your heart gave fresh relevance to old messages, increasing awareness and...
10 Dec 2013
IT & Telecommunications: Marketing Practice for Canon Europe
How did the campaign make a difference? There’s a perception that Canon just sells printers. To make the benefits of Canon’s Enterprise Services instantly recognisable and compelling, the audience were sent extracts from their own annual reports, marked up where Canon could make a difference. A...
05 Dec 2013
Integrate search and email for smart personalisation
When we think of the words ‘personalise’ and ‘email’ we more often than not think of including the subscriber's name and possibly their company name within the email. But this is the most basic of ways of personalising the experience within email and quite frankly, impresses very few....
27 Nov 2013
Unileverâs âWhy bring a child into this world?â campaign sets out to make a difference
A Unilever video ad doing the rounds on the internet has become an instant viral hit, clocking up nearly two million YouTube views since it was posted on 20 November, which also happens to be Universal Children’s Day. The video marks the launch of Project Sunlight, a new Unilever initiative with...
07 Nov 2013
Advertising pays: the AA has the stats prove it!
“You never believe the ads? Then we stand no chance with a headline like ‘Advertising adds £100 billion to the economy’.” If you haven’t seen it yet, you will soon.29 Oct 2013
Time to prepare for greater consumer data privacy
The introduction of the draft EU Data Protection Regulation into EU law is likely to be delayed for at least a year from 2014 to 2015, after Prime Minister David Cameron secured an extended deadline at the weekend at a meeting for heads of government of EU states.18 Oct 2013
Telekinetic Coffee Shop: great marketing or downright dangerous?
Spoiler alert! If you haven’t seen the Telekinetic Coffee Shop YouTube video that’s been doing the rounds this week yet, and don’t want me to ruin it for you, watch it before you read on.16 Oct 2013
What email marketers can learn from newspaper headlines
Many years ago I was chatting with a newspaper editor about how he picked the ‘splash’ (lead story) in each edition. His response offered as good a definition of relevance as any I’ve heard, and one that works equally well for email marketing.10 Oct 2013