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Positive reviews have significant impact on brand perception
Friday, 04 April 2014 13:52

brain_2.jpgAn Outbrain study has tracked the significant lift in brand perception metrics as an outcome of third party reviews. Increasing exposure to this kind of review could see brands reporting an increase in recall, favourability, purchase intent and likelihood to recommend products to a friend.

Outbrain’s ability to measure the impact of a positive reviews campaign by looking at the key brand perception metrics could be ‘the new PR measurable’, allowing PR agencies to track the success of a campaign strategy. Outbrain brings consumers and content together online, providing publishers and brands the opportunity to reach a highly engaged audience.

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Ban on cigarette branding moves into final stages
Friday, 04 April 2014 11:36

smoking.jpgAfter years of deliberation, a politically-charged reference in the 2013 Queen’s speech and a precedent set in Australia and elsewhere in Europe, the UK has decided to move into the final stages of banning branding on cigarette packaging.

The controversial decision has been opposed by the international tobacco industry, which sought to prove that there was a negligible link between branding and youth take-up of smoking. Anti-smoking advocates pointed to research like that done by the University of Stirling Centre for Tobacco Control and a more recent government study to prove that branding has a direct correlation to child smoking.

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Crowdfunding for the community
Friday, 04 April 2014 10:00

Sweta founder_1.jpgLocalfunded is a new crowdfunding platform with a particular focus on projects that will directly benefit the local community. The site also offers deals and rewards on local services and goods.

This new crowdfunding site is innovative in its use of the internet as a local tool. In a recent study; Campaign to Protect Royal England, statistics showed that every £10 spent in a local shop is worth £25 to the local community, and small independent shops hire three times as many staff than large supermarkets for the same amount of turnover. This study highlights the importance of investing in local businesses.

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It’s goodbye for now
Thursday, 03 April 2014 15:36

Idris_Elba.jpgTonight, Europe’s second Advertising Week celebrates the end of its four day stint in the UK capital with a closing party at Koko in Camden. The majority of the festival’s conferences and panel discussions were hosted in the BAFTA building, and this year’s programme was full to bursting with the advertising and marketing industry’s highest calibre professionals, as well as a fair share of celebrity appearances.

The enthusiasm of Advertising Week’s speakers and attendees alike is testament to the passion and innovative creativity of the industry. Hot topics this week included; engaging Millennials/Generation Y, the future of digital and social media in terms of engaging consumers, and the role of women in media. Guests ranged from actors to business CEOs and from TV personalities to magazine editors.

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Brazilian creativity
Wednesday, 02 April 2014 15:42

Brazil_day.jpgThe Cannes Lions festival has long been a celebration of global creativity. This year’s programme will include a day dedicated to Brazilian talent.

Philip Thomas, CEO of Lions Festivals, says, “The 2013 Cannes Report ranked Brazil as the second most creative country in the world and São Paulo as the most creative city in the world, with the country’s total haul of lion trophies amounting to 114. On top of this, the report’s highest-ranked creative director, art director and copywriter all hail from Brazil. It’s proof that the industry in Brazil is rocketing at the moment and we want to be able to bring a bit of this to Cannes, offering inspiration and insight from some of the most creative minds currently working in Brazil.”

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Transform Awards Europe 2014 announces winners
Tuesday, 01 April 2014 21:15

20140401_231530.jpgNow in its fifth year, the Transform Awards is the industry’s definitive celebration of excellence in rebranding and brand repositioning. This year’s awards exemplified the maturity and success of the European creative industries through a strong, diverse shortlist and standout winners.

The awards were distributed at a gala dinner hosted by author, PR extraordinaire and ex-political aide, Alastair Campbell. The event, held at The Brewery in London, featured the distribution of 29 award categories, including the award for ‘Best overall visual identity’ and the ‘Grand Prix’ award celebrating excellence in brand transformation.

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New asset management system helps brands box clever
Tuesday, 01 April 2014 13:09

Cube_2.jpgA new cloud-based archive and sharing platform has been launched to help brands manage their digital assets, including print, digital and tv.

The product, called Cube, has been launched by Diederik Veelo, from Netherlands-based creative production company The Ambassadors, partly as a solution to the problems he found in managing his own clients’ brand assets. The platform provides massive storage space (from 500 Gigabytes to 10 Terabytes or more) and makes it possible for high quality brand assets to be stored safely, as well as instantly shared in a variety of sizes and formats including, in the case of television assets, QuickTime to broadcast-ready copy.

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Lights go out for Earth Hour
Tuesday, 01 April 2014 12:45

earth hour_1.pngOn Saturday 29 March, the world turned off the lights from 8:30 to 9:30 p.m. in support of Earth Hour – the World Wide Fund for Nature’s (WWF) environmental awareness initiative.

Grumpy Sailor, Pentagram and Google Creative teamed up in order to support the WWF’s Earth Hour campaign, through a webapp called, SKYPAD.

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It's all white now
Monday, 31 March 2014 11:21

KingsmillGreatWhite__1.jpegKingsmill has teamed up with Smarts Communicate and Irish rugby player Rory Best to promote its new high fibre white bread, the Great White loaf. The launch is part of Allied Bakeries' £6.7m marketing campaign that seeks to create an emotional connection between the public and the latest Kingsmill product.

Smarts Communicate and Kingsmill chose ruby player Rory Best to promote the new loaf. A public figure whose image perfectly suits Kingsmill and the new product, Best is a sportsman first and foremost, supporting the campaign's focus on health. He is also a father, with a public identity that fits Kingsmill’s brand positioning as a family orientated company.

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IVCA celebrates corporate video (with a new name)
Friday, 28 March 2014 16:01

ivca_awards.jpegCorporate video has become an established sector within the communications industry as its use has expanded into internal communications, investor relations and onto mobile platforms. The IVCA Awards benchmarks excellence in corporate video each year.

Tonight’s IVCA Awards, held at the Grosvener House Hotel in London, mark the final event to be held under the IVCA banner. It is also the first to be held jointly by IVCA-Eventia, which joined forces in January of this year. The organisation unveiled its new brand, EVCOM –short for Event & Visual Communication Association – at the awards last night. The announcement was made following a reality-defying laser display. The evening's partnership theme evoked EVCOM partnership.

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Not banking on it
Friday, 28 March 2014 12:22

clydesdale_yorkshire_banks_closing_28_branches_despite_investing_45m.jpgIn the light of news that Clydesdale and Yorkshire banks will close 28 branches due to the company's ability to sustain its current breadth, we take a look at the future of challenger banks in the UK. Weber Shandwick and research partner ComRes conducted research into consumer attitudes towards challenger brands and hosted a panel discussion with industry experts last Wednesday to discuss the findings.

The report largely indicated a mood of apathy and confusion among consumers when asked to give an opinion about new brands entering the banking marketplace. The study shows that just one in eight people would actually welcome an increase of high street bank branches. Of those who would welcome an increase in the number of high street banks available, only 26% would consider switching. The panel discussed the implications of these findings for challenger banks trying to break into the market.

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Internal communicators focus on strategy
Written by Brittany Golob   
Friday, 28 March 2014 12:06

waldorf.jpgInternal communicators have, in recent years, had to prove their worth to business leadership. For a relatively young niche within communications, this may be related to growing pains. In any case, the communicators that gathered in London this week for BOC’s annual internal communications conference, had some answers to that question.

The event, which took place Monday-Wednesday this week, saw speakers from the wide world of internal comms and delegates from even farther afield. The word of the week, in some sense, was strategy. Most of the speakers addressed strategy in some form.

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Communicating fire safety
Written by Brittany Golob   
Friday, 28 March 2014 10:32

london_fire.jpgThe London Fire Brigade (LFB) has pioneered the use of social media by a public organisation. It was the first fire and rescue service to sign on to Twitter Alerts when it launched in the UK in November. It has also cultivated an informative, yet quirky tone of voice on Twitter. All of which positions the Brigade as one of the capital’s chief communicators about fire safety.

Today, the lFB is launching a programme to promote awareness about fire safety among residents of purpose-built and high-rise flats.The ‘Know the Plan’ campaign serves to inform residents about fire safety and fire action plans.

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Brand agencies take lions share on Cannes judging panel
Friday, 28 March 2014 00:00

Transform_Awards_Cannes_Lions_blog.jpgThe organisers of the Cannes Lions have announced the design category jury for this year’s International Festival of Creativity, with the bulk of judges coming from brand agencies. Presiding over the jury is Wolff Olins’ CEO Karl Heiselman, with other judges coming from a variety of advertising, design and brand agencies but notably including Landor Associates, Interbrand and Brandia Central.

Commenting on the jury line-up, Philip Thomas, CEO of Lions Festivals said, “The prestige associated with winning a Lion is largely a result of the calibre of the professionals judging the work. It is therefore fitting to have such a formidable group of industry experts.”

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Data dilemma
Thursday, 27 March 2014 11:46

data_machine.pngA recent survey revealed that UK businesses could be losing up to £197 million a year through poor contact data management. The survey was conducted by Experian Data Quality and asserts that 75% of UK businesses could be losing potential revenue through wasted time and resources.

The global research report is commissioned yearly by Experian and measures the quality of data asset management in the UK, Europe, and the US. This year’s report brings together research from over 1,200 organisations of varying size and from a cross-section of industries.

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Reaching the three million
Wednesday, 26 March 2014 16:06

tb_day.pngWorld TB Day falls annually on March 24 and aims to increase awareness of tuberculosis. World TB Day was initiated by the Stop TB Partnership, who have recently collaborated with Siegel+Gale to rebrand World TB Day 2014.

The Stop TB Partnership wanted to engage a strong brand positioning that would sustain a global movement and deliver ongoing awareness. Statistics show that nine million people a year are diagnosed with the potentially life threatening illness, and three million people fail to receive proper care and treatment. The mission of the rebrand was to communicate this gap in the care and support of TB sufferers.

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Building brands through new media
Wednesday, 26 March 2014 13:25

vintage_newsroom.jpgCapital Communications prepares to provide an all-channel service to CEE clients through partnership with creative and communications professionals.

The decision to focus on branding and online/social media is a reflection of the evolving communications profession both in the Hungarian, CEE and SEE markets, and globally. Online communications are an essential way to engage with the modern consumer, promote discussion and raise brand awareness, and a fully-integrated brand positioning is a key starting point for any PR and marketing strategy. Capital Communications are looking to include all of these elements in their future service. 

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A site to behold
Tuesday, 25 March 2014 12:41

space.jpgNew website domains may be a more relevant option to some consumers, SMEs and brands, but they could also raise brand protection issues for larger, global brands.

In Q2, 2014, four new generic Top Level Internet Domains (gTLDs) will be made available: .press, .space, .website and .host. Industry regulator, Internet Corporation for Assigned Names and Numbers (ICANN), has introduced these new domain names in response to the scarcity of traditional domain names such as .com and .co.uk.

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Comprehensive rebranding across Europe
Tuesday, 25 March 2014 10:40

Glimma.JPGGLIMMA furthers its international growth by opening four new operations in Europe’s key markets. GLIMMA, a leading brand implementation specialist, hopes to expand its European client portfolio and better serve its existing clients with on-the-ground support.

Peter Koomen, managing director of EMEA, explains, “We know that our clients value the central control that GLIMMA provides but equally they appreciate the local support and knowledge that our international network offers. With this in mind, we have set up a new structure that strengthens our operations in these strategic locations.”

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The soul of business
Monday, 24 March 2014 12:31

Eurochem.jpgMajor chemicals companies have improved their sustainability reporting. But the quest for a corporate soul remains.

An 11 March seminar at Instinctif Partners on Sustainability and the Corporate Soul sponsored by EuroChem, the leading Russian mineral fertiliser group, sought to determine if the corporate soul exists. The seminar was chaired by Guy Lane, partner at Instinctif, and was designed to stimulate a discussion on aspects of good, CSR and reporting in the corporate world.

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