Strategy
Key marketing challenges in the packaging sector
If you operate in the packaging sector, you probably already know that worldwide packaging industry revenues are predicted to increase to $530 billion in 2014 (from $429 billion in 2009, Pike Research). Plus there’s good news for the packaged food …
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Nine layers of modern marketing
In a recent presentation in Manchester, IBM’s Peter Jakob gave an interesting assessment of how modern marketing has evolved with his ‘nine layers’. It made for a fascinating presentation and hopefully interesting reading – with a twist from yours truly. …
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Train to gain: seeing the value of training in a changing environment
Marketing has long been one of the fastest moving business sectors. This is even more evident in the current age of online and social media. Taking account of these technological changes marketing best practice continues to evolve – incorporating new …
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Make a lasting impression: how to become a media-friendly organisation
“Tell him I’m on the phone. I’ll call back later.” (Later) “I’m in a meeting. Can’t talk until tomorrow.” (Tomorrow) “God, why won’t they go away. Just tell them no comment.” Sounds familiar? Overcoming the fear factor in dealing with …
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Six secrets of evaluating creative
For me, one of the highlights of working at BDB is seeing a campaign come to life. Having developed the brief and discussed it with the creative team, we wait with baited breath to see the results. Expectations are high. …
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Generating ideas: Top tips for running a creative thinking session
Coming up with the big idea for that top viral email, target-smashing direct mail piece or award-winning PR campaign requires insight and inspiration – and some precious thinking space. So where do you have your best ideas? I bet …
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Can centralised international marketing really meet local requirements?
Every international business has its own approach to marketing communications. Some advocate tightly controlled activity – formulated and policed by its head office. Others adopt a far more laisser-faire approach, empowering different countries and divisions to do what they feel …
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2010 imports surge, exports barely rise. What can we do to help?
“Britain’s trade deficit widened more sharply than expected in March, fuelling fears that the economy may not be in line for the export-led recovery that had been widely hoped for” Daily Telegraph 21 May 2010. At a time when every …
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Five top tips for agency selection
Agencies are fighting hard for every bit of new business, and they’ve stepped up their efforts to impress – promising the world and, too often, failing to deliver. So it’s crucial to see past the showmanship of the pitch. These …
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