Mastercard’s view on marketing’s new role

“Marketing does not typically earn revenue, it is usually a cost centre. But marketing has some fantastic assets, which you can use for your brand, but if there is a way you can monetise those assets for the benefit of the business, why wouldn’t you?” These...

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When is a brand a media brand?

You know time’s are a’changing when…media owners start loyalty programmes in a bid to retain their audiences. That is exactly what Sky TV have recently done in the UK. With the proliferation of content comes the proliferation of audiences and in a first for the...

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Another impossible growth target to meet?

You’re not alone… Another financial year, another hike in growth targets. Most shareholder owned businesses are under the hammer when it comes to hitting revenue growth targets.  And even when you do, the goal posts move.  The targets go up again and you’re left scratching...

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Shell puts value on a loyal customer

Recent data released by petroleum giant Shell states that a customer who engages with their loyalty programme are worth 10 times more to the company than a non-loyal customer. That is worth repeating and writing in capitals: TEN TIMES more valuable than other customers! They...

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How Nike connected with Football

This week marks one of world football’s biggest showcases, the European Champions League Final, so we thought we’d celebrate one brand’s phenomenal achievement in this sport. Nearly 20 years ago at the World Cup Finals in France 1998, Nike announced their arrival onto the world game...

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Use it or lose it

Your customers are precious. Every business knows that. The audiences you have built around your product offer and your real estate are yours, you attracted and won them over. The offers and brand partners you share with them should be carefully selected to ensure you...

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