Saturday edition: Lessons from Nike's Breaking2 | Dove bottles backfire | Heineken marketer defends campaign

View in web browser | Add to safe senders list

Campaign: Brands May 13, 2017

Brand news and analysis, powered by Marketing Nike shows brands the value of owning a moment in time Nicola Kemp Sandy Bodecker, the Nike vice-president responsible for Breaking2, is so obsessed with the sub-two-hour marathon that he has "1:59:59" tattooed on the inside of his left wrist. Dove's body-shaped bottles backfire Kathryn Luttner The Unilever brand celebrated body diversity with limited edition packaging, but many consumers were insulted, not inspired, by the "Real Beauty" message. Heineken top marketer: brands do have a role in achieving social change Simon Gwynn Heineken has defended the beer brand's recent social experiment, arguing that brands can have a role in facilitating difficult discussions. Coca-Cola marketing director: the Coke trademark has a bright future Simon Gwynn The early success of Coca-Cola Zero Sugar means the brand still has the ability to grow, marketing director Aedamar Howlett has said - but she acknowledged it would become a smaller proportion of the company's sales. Barclays 'goes to war' on fraudsters and scam artists in £10m campaign Simon Gwynn Barclays is aiming to close the "digital safety gap" - the growing disconnect between our confidence in digital technology and our ability to use it safely - with its new multi-channel campaign. How a bus helped Benefit Cosmetics gain a 60% share of the UK's £20m eyebrow product market Emily Tan Even before the launch of its new range of brow products, Benefit Cosmetics owned 50% of the UK's brow-market share and owned the top-two selling products in the category. John Lewis profits take £36m hit over minimum wage mistake Gurjit Degun John Lewis Partnership's profits have taken a £36m hit after the retailer breached national minimum wage rules. Lego's five tips for a successful launch Simon Gwynn Launching a brand or product is an increasingly complex, challenging task for a marketer, but observing certain principles can help to maximise the chances of success, according to Lego's global marketing director, digital. Blossom Hill uses shopper campaign to revive sales Simon Gwynn Blossom Hill, the wine brand owned by Treasury Wine Estates, is partnering beauty retailer Feelunique in an attempt to turn around falling sales. Digital Mavericks 2017: Call for entry Emily Tan Campaign's Digital Mavericks 2017 celebrates and supports the most innovative women who are leading the way in digital advertising and marketing technology. Häagen-Dazs revamps to 'evolve with the times' Simon Gwynn Häagen-Dazs has failed to evolve since it popularised "luxury" ice-cream in the 1990s, its top marketer has admitted, as owner General Mills carries out a revamp of the brand. Action on Sugar calls for tax on confectionery in election 'manifesto' Simon Gwynn Confectionery brands would be hit by a tax similar to the incoming soft drinks levy under stringent regulations called for by Action on Sugar. Inclusivity at the heart of NatWest/ECB partnership Nicola Kemp NatWest's partnership with the England and Wales Cricket Board underlines a broader shift by the sports marketing industry to create sponsorship deals that have deeper roots in local communities. Promoted Case study: how publishers can use data to identify new audiences Georganna Simpson FS magazine wanted to find new audiences to grow their online presence. We put them in touch with the audience insights and ad analyst experts Quantcast. Here's how they increased website traffic... Promoted A duty to lead Graham Warsop, the Jupiter Drawing Room (South Africa) Independent agencies have a very special gene in their DNA that requires them to lead, not follow Subscribe now If you are enjoying this bulletin, subscribe now to get even more news, analysis and insight from Campaign, including unrestricted access to campaignlive.co.uk. Click here for subscription options from just £37 a quarter. Subscribe now Campaign Jobs Category Manager Competitive basic + bonus, car allowance, pension & benefits Rowse Honey, Flexible Midlands or Central Southern base Qualitative Associate Director/Director - Global level - Full research agency £40000.00 - £45000.00 per annum Elizabeth Norman International, London, City of London / London Database Manager £58K -65K + car allowance + benefits Direct Recruitment, London (Central), London (Greater) Agency Account Manager - Healthcare/Pharmaceutical £30000 - £35000 per annum Regan & Dean Recruitment Limited, London, City of London Sales Account Director- Content Marketing & Native Distribution £50000 - £60000 per annum + competitive commission & benefits Ultimate Asset, London Business Development Manager Upwards of £35k, dependent on experience ePressPack Ltd, London (Central), London (Greater) FASHION MARKETING MANAGER (CONTRACT) Competitive Package + Benefits Mission, London (Central), London (Greater) DIRECTOR – BRAND & INNOVATION Competitive Butterfly London, London (Central), London (Greater) DIRECTOR – BRAND & INNOVATION NYC Competitive Butterfly London, New York City, New York Senior Account Manager 12 month FTC (Maternity leave) £29-32,000 per annum + benefits, pro rata Prophecy Unlimited, Bristol

manage bulletins unsubscribe

© 2016 Haymarket Business Media Bridge House 69 London Road Twickenham TW1 3SP Phone: +44 (20)8267 5000