Magazine article Marketing

This Week

Magazine article Marketing

This Week

Article excerpt

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

Kellogg's Totes Amazeballs coup

Breakfast cereal brand Kellogg caused a stir on Twitter last week by revealing a new cereal, named Totes Amazeballs, inspired by The Charlatans lead singer Tim Burgess, writes Alex Brownsell.

The PR stunt arose after the indie musician tweeted to his 20,000 followers about the need for the ideal music-festival breakfast. Within hours, Kellogg had mocked up a cereal bearing the name Totes Amazeballs, a slang phrase meaning 'totally amazing'.

Although it won't be going on sale in retailers, the product will be available at Burgess' Tim Peaks Diner at the Kendal Calling festival Proceeds will go to the David Lynch Foundation.

Kellogg has previously created bespoke breakfast cereals for The Only Way is Essex reality TV star Joey Essex and Manchester United footballer Rio Ferdinand.

Iceland sponsors AOL blog

AOL introduced its much-hyped branded blogs last week with the launch of a cross-platform, pan-European campaign for Promote Iceland, writes Loulla-Mae Eleftheriou-Smith.

The campaign, intended to draw attention to Iceland's credentials as a 'year-round' tourism destination, runs across The Huffington Post, MyDaily, AOL Travel and AOL's ad platforms, and Goviral.

The dedicated 'Inspiration' section on The Huffington Post UK, which holds the content, is AOL's first branded blog. It is intended to offer brands deeper social integration via video, blogs and social media, and features a 12-minute documentary on the destination.

Motorola Mobility set for change

Google is drafting in Dennis Woodside, its former president of the Americas, to run the Motorola Mobility business, according to reports, writes Sarah Shearman.

Woodside, who had a stint as vice-president of Google's operations in the UK and Ireland, oversaw the company's acquisition of the hardware brand's mobile business.

Now that Google has received the green light from US and EU regulators for the deal, it is plotting big changes for Motorola Mobility. Woodside is expected to replace the current chief executive, Sanjay Jha, as soon as the acquisition has been finalised.

Google has acquired more than 17,000 patents through the deal. These will help the company, which is expanding its hardware business, shore up its defences in the ongoing patent war. However, Google said that it will not favour Motorola Mobility over device manufacturers that use its Android operating system, such as Samsung and HTC.

UK marketing budgets to rise

More than half of UK companies plan to increase their investment in marketing in 2012, in a sign that confidence is recovering among the business community.

According to MindMetre Research, of the 2000 businesses that responded to a poll it ran, 57.1% plan to boost their budget during 2012, while only 18.6% intend to cut it.

About 46% of the UK's biggest firms (more than 1000 employees) intend to increase marketing spend over the coming year, compared with 36% of SMEs (fewer than 250 employees).

Businesses in the South East of England displayed the highest levels of confidence, while firms in the North East had the gloomiest outlook for 2012. AB

Zoosk targets couples

Online dating site Zoosk is to evolve its traditional business model by revamping its strategy in order to cater for those already in relationships, writes Matt Chapman.

It hopes to overcome a perennial challenge faced by dating sites - that users quit as they enter relationships.

Zoosk co-founder Shayan Zadeh said its focus over the next couple of months will be to roll out product features that encourage couples to join.

He added: 'We want to provide so much value for couples, in addition to singles, that they will be inclined to come and create an account together. …

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