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Taxing issues for marketing as brand trust is called into question

06 Dec 2012 | by Jane Bainbridge

From the Jimmy Savile scandal at the BBC to Starbucks' and Amazon's tax avoidance, corporate brands are learning that they must recognise public anger and act quickly to avoid repeating their mistakes, writes Jane Bainbridge.

Campaign Media Awards - Best Travel & Leisure Campaign: Nike

22 Nov 2012

Mindshare's challenge was to counter declining sports participation among teenagers by motivating them to set and achieve sporting goals.

The Right Track

15 Nov 2012

The right soundtrack can turn a good ad into a great one. But it's not as simple as just picking the latest chart-topper. So how do you decide what's the perfect audio for your ad, and does science have the answer? By Daniel M Jackson

Branded Content: Watch before you buy

08 Nov 2012 | by Suzy Bashford

As ecommerce and branded-content strategies converge, are brands at risk of focusing on content at the expense of selling, asks Suzy Bashford.

EDF, Homebase and Heinz, and the marketers behind cultural change

10 Oct 2012 | by David Benady

Brand transformation is vital to meet evolving customer tastes, but this change must emanate from inside an organisation, and it's up to marketers to drive the process.

My-wardrobe.com's Sarah Curran on building an online brand

04 Oct 2012

There is no glass ceiling if you create your own company. Sarah Curran, founder of the online fashion retailer, talks to Nicola Kemp about her personalised approach to business

Benetton's Gianluca Pastore on emulating the brand's glory days

02 Aug 2012 | by Matt Chapman

The clothing retailer's worldwide communication director faces the daunting task of returning it to the strong position it enjoyed in its 90s heyday

Revolution: Special Report - Social Media - Email's social evolution

12 Jul 2012 | by Trevor Clawson

In light of social media's prevalence, it would be easy to write off email, but both channels are being used mutually to boost marketing effectiveness.

Adidas' Nick Craggs on defending its London 2012 territory

11 Jul 2012 | by Alex Brownsell

The sporting-goods manufacturer's UK marketing director is bullish about its Olympic sponsorship as it aims to overtake arch-rival Nike.

The marketing Olympics: which sponsors are leading the race to London 2012

04 Jul 2012 | by Alan Mitchell

Examining the findings of the first of three Marketing/Interbrand surveys, Alan Mitchell probes consumer reaction to brand ties with the London 2012 Olympic Games.

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