Magazine article Marketing

The Week in Marketing

Magazine article Marketing

The Week in Marketing

Article excerpt

- Mini in 'updates' ad.

Mini has launched a print, online and mobile ad campaign encouraging consumers to sign up for updates from the BMW-owned car marque.

The 'Mini on your mind' ads, by Lida, feature the car's silhouette on unrelated images, such as jam on toast and a dog. The creative is based on the idea of 'things that you just can't get out of your head'.

- Standard Life fills role

Standard Life has promoted Bruce Kelsall to the role of group marketing director, following Simon Gulliford's decision to step down. Gulliford, previously group marketing and communications director, will remain with the financial-services brand as a consultant. Kelsall, who joined Standard Life last year, was previously commercial director at Barclays' retail banking arm.

- Google's Pass

Google launched its One Pass subscription payment service last week, which allows consumers to pay for, and view, publishers' content. The news broke just a day after Apple unveiled its own subscription service, through which it will keep 30% of all subscription payments made to use an app. Google takes a 10% cut, and claims to give consumers and publishers more flexibility than Apple.

- Virgin plugs 'low' fares

Virgin Trains has adopted a carnival theme for its latest campaign, running across outdoor, press and digital. Created by Elvis and Dare, the ads encourage customers to use as many tools as possible to find and buy the cheapest train tickets. The activity is intended to direct consumers to Virgin Trains' online ticketing system, where they are shown games that highlight how cheaper rail tickets can be found.

- Bulmers gets sharper

Heineken UK is rolling out a third limited-edition variant of its Bulmers cider brand. Bulmers Crisp Blend, made from sharper-tasting apple varieties, will go on sale next month in both the onand off-trade The launch will be supported by an integrated marketing push.

- Pepsi feud ends

Pepsi has returned to Sainsbury's shelves, following a stand- off between the supermarket and Britvic over pricing. The UK distributor of the Pepsi soft-drinks portfolio stopped supplies after Sainsbury's refused to pay a significant cost increase. The spat had led to shortages of Pepsi brands in Sainsbury's stores over the past two weeks, but Britvic told Marketing that 'the issue has now been resolved'.

- NZ runs online ads

Tourism New Zealand has launched a digital campaign based on the tagline 'It's about time.' The campaign has been created by Assignment and Razorfish. Online ads, which will run until April, will be placed on travel trade and magazine websites, supported by a social-media push next month. The campaign is the latest activity in a decade-long project by the tourism body to promote New Zealand as a travel destination.

- One Day is launched

The Marketing Society, sustainability charity Start and Business in the Community have launched One Day, an initiative to encourage brands to carry a sustainability message in their marketing material. Partners, which so far include More Th>n, EDF Energy and CBS Outdoor, will be asked to devote pounds 50,000-worth of media space for the message on 1 November.

- Tesco signs athletes

Tesco has recruited Olympic medallist Colin Jackson and TV presenter Nell McAndrew to promote the launch of its annual Great School Run. …

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