Magazine article Marketing

The Marketing Society Forum: Did the Summer Meet Expectations from a Marketing Perspective?

Magazine article Marketing

The Marketing Society Forum: Did the Summer Meet Expectations from a Marketing Perspective?

Article excerpt

The Olympics, Paralympics, Queen's Diamond Jubilee and Euro 2012 have provided brands with an unprecedented range of marketing opportunities over the past three months.

MAYBE - EMMA WOODS, MARKETING DIRECTOR, PIZZAEXPRESS

Traditionally, the great British public, or Team GB as we now like to call them, are a sceptical bunch. When you're in the business of persuasion, that can be a challenge.

But this summer, the Jubilee celebrations and Olympic success have put a smile on the nation's face and softened our innate cynicism. Brands that tuned into this, such as British Airways with its 'Don't Fly' campaign, were able to have a different conversation with customers.

However, when brands opted for lazy bandwagoning around the events themselves, they were largely ignored.

This summer's best marketing was genuinely insightful about the public mood, rather than just trying to spoon-feed off it.

MAYBE - KATIE LEE, GROUP MARKETING DIRECTOR, LEO BURNETT

Brand Britain - I wouldn't have liked to have seen the brand health scores this time last year, as flames licked London. But look at us now.

Have you ever seen everyone so positive and patriotic? Britain's brand health is through the roof. An accumulation of rain-soaked and sun-bathed events has got us all smiling. There hasn't been a bad word said, which reflects incredibly well on the Olympic sponsors and all the brands linked with Britain this summer - I'm still loving my Ma'amite every morning.

It depends on how you measure success and whether it has led to a much-needed sales rise - and that's where most will be disappointed Everyone has realised there is fun to be had without going shopping. …

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