MaryLou Costa is a key member of the Marketing Week features team and her blog brings her unique Australian perspective to brands. She also oversees the Market Research Focus weekly bulletin.
Insights from Asda’s first ‘Mumdex’ may provide the retailer with a powerful edge, as results show that UK mums are looking not just for a financial break but support to deal with overall impacts of the economic crisis. Asda’s Mumdex is a clever tool. For a supermarket that does not offer a loyalty card scheme […]
SWISS chief commercial officer Holger Haetty explains how the airline rose from the ashes of bankruptcy and is now basing its growth plans on attracting first and business class passengers to its longhaul routes by offering a personal service in luxury surroundings,
Today you can get a decent cup of coffee just about anywhere, from M&S to McDonalds – brand names that five years ago you would never have put alongside vocabulary like latte, grande or macchiato. But according to research consultancy Allegra, whose insights on the coffee sector were the focus of our trends feature last […]
Marketing director Vicki Reed describes Edun as a fashion brand with an ethical conscience. Here, she tells MaryLou Costa how part-owner LVMH is helping the company achieve its ambitions.
Brands looking to use their print and digital customer publications to reach a worldwide audience must strike a balance between cost and country-specific marketing messages.
About 32% of UK adults are estimated to be obese in 2012, according to the NHS. Brands are already signed up to the government’s Responsibility Deal, but what more can they do? I heard the alarming statement at a recent Westminster Food and Nutrition Forum on obesity that in some parts of the UK, being […]
For a Q&A with Quintessentially’s co-founder Ben Elliot, click here Explore a case study with private jet magazine The Private Journey, click here To see Ledbury Research’s analysis of wealth archetypes in Asia, Russia and the Middle East, click here There is a group of people for whom the recession has barely registered. They could […]
Speaking at the Luxury Briefing Wealth Summit event in London last year, Ledbury Research director James Lawson quipped that luxury brand strategies used to involve a “bun fight over the Sunday Times Rich List”, but today it is more complex than that.
Those with cash to spend appear to be the last consumers left standing, so what will it take for brands outside the luxury sector to appeal to them? The fact that luxury brands have continued to post extraordinary profits when an array of high street names have fallen like the proverbial house of cards is […]
Find out how mainstream brands can attract the world’s super rich, click here For a Q&A with Quintessentially’s co-founder Ben Elliot, click here If the opening of a private jet dealership in London’s Knightsbridge last month isn’t enough of an indicator of demand at the very top of the consumer market, Jim Kerwin, founder and […]
Find out how mainstream brands can attract the world’s super rich, click here Explore a case study with private jet dealership The Private Journey, click here Marketing Week (MW): How have the demands of high net worth individuals changed since you founded the business? Ben Elliot (BE): When we founded Quintessentially in 2000, the focus […]
Marketers have the opportunity to make significant cost savings by using their brand’s global resources to support local projects, according to research by the CIM seen by Marketing Week.
FMCG giant P&G has focused the majority of its brand strategies around praising, rewarding and catering to mums, and last week it revealed what it believes to be the mum of the future. At a media event in London last week, it pinpointed four archetypes for “tomorrow’s women”: happy bohemes, green explorers, premium professionals and […]
Asking people to face the consequences of their death is a big challenge for brands that deal with post-life services, but attitudes are changing thanks to a radical ad by Aviva and web services that highlight the benefits of facing the inevitable. A year after Aviva’s life insurance campaign featuring comedian Paul Whitehouse as a […]