This Week

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Marketing's comprehensive digest of the most significant industry news from the past seven days.

Stelios launches Fastjet

Fastjet, the low-cost African airline backed by easyJet founder Sir Stelios Haji-Ioannou, last week announced its launch with a digital marketing campaign, writes Loulla-Mae Eleftheriou-Smith.

Digital agency Bozboz has created a 12-month content strategy for the brand, targeting the growing number of middle-class consumers in Africa looking for low-cost air travel and focusing on social-media activity across Facebook, Twitter and YouTube.

Fastjet began selling tickets in Tanzania earlier this month and reportedly aims to roll out across Kenya and Uganda within weeks.

Haji-Ioannou's easyGroup Holdings owns 5% of Fastjet and has the option to acquire a further 10%.

The Fastjet launch came in the week that easyJet announced record annual pre-tax profits of pounds 317m, up 27.9% year on year.

Helen Edwards, page 22

Footballer takes marketing post

Former Manchester United footballer Edwin van der Sar is to join Amsterdam club Ajax as marketing director, writes John Reynolds.

The Dutch goalkeeper began his senior playing career with Ajax and retired in 2011 after spending six years at Manchester United.

He has joined the board of Ajax, along with Michael Kinsbergen, who will be managing director.

Hans Weijers, Ajax chief executive, said: 'Van der Sar had a fantastic career and also has natural leadership, and therefore the potential to be our managing director in the future.'

You say, page 23

Eat showcases new look

Eat, the cafe chain, last week unveiled its updated branding and store design at a London branch. It plans to roll out the new look to 120 stores from next year.

The brand, which described the redesign as its 'most radical change' since its launch in 1996, is to introduce an open kitchen and a digital menu board linked to its website and Twitter feed. The menu will display what will be available in days to come, while new self-service areas will display freshly baked foods.

Eat's marketing director, Sarah Doyle, said: 'It is modern and stylish, yet also has a natural, simple and handcrafted feel. The new design marks the start of a new stage of expansion for the business.' JR

F-commerce warning for brands

A Facebook executive has warned that retail brands should not jump into 'F-commerce' as it may be 'too soon' for them to be selling products on the social networking platform, writes Sarah Shearman.

Speaking to Marketing at Facebook's Worldwired and Wealthy Event last week, Tracy Yaverbaun, director of retail, luxury and fashion partnerships at Facebook, said luxury marketers should think twice before launching 'F-commerce' functionality.

Online fashion retailer ASOS became the first to launch a fully transactional Facebook store in 2011.

Yaverbaun explained that Facebook has now developed a 'robust' payments platform, but when ASOS launched, its tools 'weren't as developed'.

She claimed F-commerce will evolve quickly when Facebook introduces a 'want' button next year.

Facebook's ROI tool, page 12

BBC appoints new DG

Tony Hall, chief executive of the Royal Opera House and a former director of BBC News, has been appointed director-general of the BBC, writes Maisie McCabe.

He replaces George Entwistle, who resigned earlier this month after just 54 days in the role.

Hall is expected to start his role in March. Former marketer Tim Davie, the incoming chief executive of BBC Worldwide, will continue as acting director-general until then.

Entwistle resigned from the BBC amid an escalating crisis after concern over the BBC's earlier decision to shelve an investigation into the late Jimmy Savile, and a Newsnight report falsely implicated a former politician in a child-abuse scandal. …