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Creative marketing

Including articles on broadcast advertising, communications and PR, copywriting, innovation, idea-generation skills and product development, display advertising and guerrilla marketing

 

  • Case study: Yorkshire WaterYorkshire Water found that playing on the region's reputation for thrift in the form of two savvy pensioners paid off in its value for money campaign
  • Space-age odysseyTraditional media business models will never be the same again. From e-book erotica to dedicated YouTube channels, marketers are setting sail for a brave new digital world
  • Case study: The National TrustThe National Trust wanted to dust off its stuffy image with a campaign aimed at breathing new life into family weekends
  • Case study: Malaria No More UKThe Malaria No More UK digital campaign aimed to create a buzz about the disease to encourage UK residents to support its target of zero malaria deaths by 2015
  • Child's playLooking for an easy way to generate profit? Thanks to IP licensing, merchandising spin-offs for children can now make you megabucks
  • Carrie Hindmarsh, M&C SaatchiHaving smashed through the glass ceiling to become joint chief executive at M&C Saatchi, Carrie Hindmarsh says gender politics shouldn't distract women hoping to rise in the notoriously masculine advertising agency world. TM quizzed her on the agency's founding principle of 'Brutal simplicity'
  • Case study: FutureYouFutureYou's pro bono campaign sought to save Britain's young people from life on the scrapheap
  • Role PaysTo innovate most effectively organisations should shift from a stage based process to assigning key roles to individuals... by Philip Kotler and Fernado Trías de Bes
  • 21 ways to innovateContinuous innovation isn't easy, especially if you rely on the same method for ideas. Rethink the way you innovate by using these tips
  • The new RomanticsWhether it's growing your own herbs or slaving over the perfect cupcake, rustic and home-grown pursuits are back in vogue. Rob Gray finds out how marketers 
can tap into the back-to-nature and crafts trends
  • When ideas collideSome of the greatest new business thinking has come about by blending seemingly incompatible...
  • My day: Steven RobsonMarketing manager and marketing specialist business advisor, South Durham Enterprise Agency
  • Creative communicationsCreative communications refers to the design and delivery of promotional messages through a range of channels including print media, direct mail, TV, radio, online and outdoor
  • Roll over AppleGame-changing innovation worthy of the Apple iPod lies within the reach of every marketer if we listen to customers and use our imagination... by David Thorp
  • Here today...The British summer is always awash with seasonal bargains, but marketers need to decide whether time-sensitive offers and campaigns are essential to their business - or a short-sighted tactic with short-term benefits, says Rob Gray
  • Lead with praiseInnovative leaders have a restless curiosity - they are forever asking questions and can encourage these qualities in staff by rewarding new ideas and unconventional approaches
  • Martin Moll, Honda UKHonda's Martin Moll is determined to steer the Japanese brand ahead of the competition and away from the motor industry's troubles
  • Target ChinaThese days it's surely not a letter from America but a tweet from China that tells the world's marketers what they need to know - except that the Chinese don't use Twitter
  • My day: Will BarnetCreative director, Adjust Your Set
  • Case study: Wensleydale Dairy ProductsA cheese lovers' cookbook from Wallace & Gromit helped Wensleydale Dairy Products cream off a profit
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More articles on creative marketing coming soon...