Welcome to The promoting Week, your guide to the great, the bad and the ugly within the marketing industry during the last seven days.
CAMPAIGN OF THE WEEK
In every week dominated by the terrible tragedy unfolding within the Philippines, the British Red Cross’ latest campaign took on a better sense of poignancy. The charity is running an immersive theatre experience this month to mark its 150-year anniversary because it looks to recruit the following generation of volunteers. Visitors are treated to a chain of scenes from the 1950s to the current day, with actors picked from refugee communities used to spotlight the distress of people who were displaced. The move aims to showcase one more side of the British Red Cross brand within the hope of attracting new volunteers and donors.
New rules that make it easier for folk to modify their checking account brought about a hurry of consumers heading to Nationwide. It says it opened greater than 214,000 new current accounts in its first-half, up 16 per cent year on year, with 54,000 of these switching their main accounts to the gang.
Nationwide is crediting its campaign with persuading unhappy current account customers to make the switch. The ‘you don’t want a bank’ ads tapped into distrust of traditional high street banks akin to Natwest, Barclays and Royal Bank of Scotland following the financial crisis and LIBOR rate-rigging scandal. Profits also are up, greater than doubling to £332m and its share of the present account market rose from 5.2 per cent to six per cent.
Starbucks was hit with a $2.7bn (£1.7bn) fine for cutting short its grocery take care of Kraft Foods. Both firms were in dispute since 2011, when the coffee company “prematurely terminated” its contract with Kraft to sell bags of Starbucks-branded coffee in stores. The fine shrinks Starbuck’s previously reported net profit of $1.7bn (£1.06bn) for the year to September to $8m. However, it also reduces its global tax bill from $832m to a credit of $239m.Starbucks has come under fire from politicians and the general public for the quantity of tax it pays within the UK. It maintains it has done nothing wrong however it has seen its brand reputation dented by the scrutiny.
ASOS eyes Eastern promise
ASOS truly became an international player this week with the launch of its Chinese ecommerce site adding to its already-existing seven portals taking within the UK, Europe, Russia and the us. The location contains localised pricing and localised editorial.
Pandora pitches user data
US online radio company is pitching advertisers ad slots, with the additional benefit of mining its user data to profile its listeners. The event has take place as a consequence of how its users access the service on mobile devices where using cookies, the main approach to online ad targeting on desktop, are largely redundant.
ONE TO OBSERVE: Bluetooth’s return
Marketing Week covered how UK retailers were in exploratory talks to trial Apple’s iBeacon technology to enhance in-store marketing, generate a ‘single customer view’ and ultimately combat ‘showrooming’. This technology works at the Bluetooth 4.0 technology and poses a possible threat to the (still nascent) NFC technology as a mobile marketing platform, given Apple’s refusal to support the latter.
TWEETS OF THE WEEK
@reiinamoto – chief creative officer at AKQA offering sage advice
“Business ideas from the least expected players will disrupt your brand faster than advertising can save it”
@WeveUK – the mobile operator joint venture’s new data platform
”Today we stood up our strategic data platform where loads of magic goes to happen one day. Like starting the ignition on a Ferrari.”
@paulbmobile – former Mobile Marketing Association CMO and now CEO of mCordis tweeting from the MMA EMEA Forum event
”Consumers don’t believe brands when everyone claims the similar thing: trust is damaged as consumers are lied to each day @adisave #MMAF2013”
@RealJaffaCakes – Jaffa Cake’s social media manager having a little Friday fun ”.@CostaCoffee @mumoftwotiggers @tescomobile @YorkshireTea We’ve always wondered – does Antony Costa get a free latte whenever he visits you?”
- DATES TO YOUR DIARY
- 9 November – ITV may be revealing earnings from its third quarter because the broadcaster looks to reassure advertisers of its resilience amid the shift to online viewing.
- 22 November – Pernod Ricard is celebrating the 20 th anniversary of its Havana Club International joint-venture with the Cuba government.
- 22 November – Microsoft launches the Xbox One with a campaign backed by music stars reminiscent of Macklemore and Ryan Lewis.