Unilever adds global marketing roles

The FMCG company is introducing three roles, including Helena Ganczakowski as global vice-president for agency relations, Jorgen Bartsch as global vice-president for marketing services and Paula Quazi as global vice-president for futures communications.

Ganczakowski, currently global vice-president of heart health, is a former marketing director for Unilever UK. Bartsch is director of marketing operations, based in Singapore, while Quazi has held several roles at the company, including vice-president of marketing in Europe.

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GLOBAL – Unilever is boosting its global marketing team in an effort to improve the return from its US$7.2 billion annual spend.

Unilever adds global marketing roles

The FMCG company is introducing three roles, including Helena Ganczakowski as global vice-president for agency relations, Jorgen Bartsch as global vice-president for marketing services and Paula Quazi as global vice-president for futures communications.

Ganczakowski, currently global vice-president of heart health, is a former marketing director for Unilever UK. Bartsch is director of marketing operations, based in Singapore, while Quazi has held several roles at the company, including vice-president of marketing in Europe. Leer más “Unilever adds global marketing roles”

Aviva campaign offers customers five minutes of fame

– Warsaw: Intercontinental hotel cityscape

The outdoor campaign, “You are the Big Picture”, created by Abbott Mead Vickers (AMV BBDO), features real stories of Aviva customers, employees, business partners and communities, to convey their value to the business.

One building in six cities across the world including London, Warsaw, Paris, Singapore, Delhi and Mumbai, will project pictures of the public. Buildings will include The National Theatre in London, Ave Charles de Gaulle in Paris and Hotel Intercontinental in Warsaw.

The campaign was booked by Publicis Group media agency ZenithOptimedia with its Aegis joint venture specialist Meridian Outdoor and Aegis out-of-home agency Posterscope.

Booked through outdoor media owner JCDecaux, activoty includes wall and tunnel wraps in radio stations, digital 6-sheets, Transvision, banners, pennants, floor media and 6-sheets across major stations in London.


Aviva is offering customers five minutes of fame by projecting their pictures on landmark buildings across the world as part of its first global brand campaign.

– Warsaw: Intercontinental hotel cityscape

The outdoor campaign, “You are the Big Picture”, created by Abbott Mead Vickers (AMV BBDO), features real stories of Aviva customers, employees, business partners and communities, to convey their value to the business.

One building in six cities across the world including London, Warsaw, Paris, Singapore, Delhi and Mumbai, will project pictures of the public. Buildings will include The National Theatre in London, Ave Charles de Gaulle in Paris and Hotel Intercontinental in Warsaw.

The campaign was booked by Publicis Group media agency ZenithOptimedia with its Aegis joint venture specialist Meridian Outdoor and Aegis out-of-home agency Posterscope.

Booked through outdoor media owner JCDecaux, activoty includes wall and tunnel wraps in radio stations, digital 6-sheets, Transvision, banners, pennants, floor media and 6-sheets across major stations in London. Leer más “Aviva campaign offers customers five minutes of fame”

Mondeo returns to TV with ‘inner beauty’ ads

Ford, which spent £2.5m on advertising for the Mondeo in 2009, compared with about £11m for the Focus and £7m for the Fiesta, last rolled out a major campaign in support of the model in 2006.

The TV ad, entitled “Desire” depicted a London skyline full of balloons with cars attached. The ad aimed to suggest that the latest incarnation of the Mondeo would usher in a new era of automotive technology.

In the UK, Ford is running an ongoing ad push to emphasise the quality of its vehicles, using the concept of the “Ford Standard”. The TV, outdoor, print and digital campaign highlights features that come as standard across all vehicles in the Ford range, such as alloy wheels, keyless technology and “quickclear” windscreens.


By Alex Brownsell, marketingmagazine.co.uk

Ford of Europe is to launch the first new above-the-line marketing activity for its Mondeo model for four years, focusing on the “unseen benefits” of the family car.

Ford Mondeo: readies TV campaignFord Mondeo: readies TV campaign

The pan-European push uses X-ray imagery to show “under the skin” of a range of creatures, including a zebra and a stingray, before revealing the hidden technological strengths of the Mondeo, which is to be updated next year. The ads, which carry the tagline “True beauty comes from within”, will break on Friday.

The campaign was created by Blue Hive, the WPP-owned agency formed in March from teams at Ogilvy, Wunderman and Mindshare specifically to handle the Ford of Europe advertising and media accounts. Leer más “Mondeo returns to TV with ‘inner beauty’ ads”

BEST GLOBAL BRANDS 2010: Apple fails to break into top flight

The 11th annual survey from the consultancy said that a number of prominent brands had faced extraordinary crises in 2010 resulting in stalled growth and loss of value.

BP fell out of the ranking this year, on the back of the Gulf of Mexico disaster and its poorly received response.

BP’s environmental disaster and inability to make good on its brand promise of “Beyond Petroleum” led to it falling off of the list. Worse, it saw competitor Shell emerge as the leading oil industry brand, now ranked number 81, up from number 92 in 2009.

Toyota still ranked a surprising 11th place despite the biggest product recall in its history, which caused the brand to lose 16% of its brand value as its long-standing reputation for reliability, efficiency and innovation took a serious knock.


by Mark Banham

Apple’s brand value has surged 37% but it has only charted a lowly 17th place in this year’s annual Best Global Brands survey from Interbrand, some way behind the less fashionable IBM, Google and Microsoft.

Steve Jobs: Apple fails to break into top flight
Steve Jobs: Apple fails to break into top flight

The company, headed by Steve Jobs, boosted its brand through carefully controlled messaging and an endless wave of buzz surrounding new product launches, but somewhat surprisingly failed to make the top 10.

It has recently taken a knock in public perception due to problems with reception encountered by its iPhone 4 handset, which led to the offer of a free rubber casing for those who were dissatisfied with their purchase.

The brand barometer placed soft drinks manufacturer Coca-Cola as its top global brand, with technology brand IBM taking second place, Microsoft third and Google fourth.

Another technology company, Hewlett-Packard, broke into the top ten for the first time as the company had “increased brand value under a new business model and brand platform”, according to Interbrand. Leer más “BEST GLOBAL BRANDS 2010: Apple fails to break into top flight”

Heinz to put 100-year-old label on Cream of Tomato soup

1) Half a dozen Bigbury Bay oysters with a Bloody Mary style Heinz Cream of Tomato Soup.

2) Classic Heinz Cream of Tomato Soup with spiced snippets.

3) Rose veal and basil meatballs with Heinz Cream of Tomato Soup and fresh penne pasta.

4) Fruit cake made with Heinz Cream of Tomato Soup, served with thick vanilla cream.


by John Reynolds

Heinz is celebrating the 100th anniversary of its famous Cream of Tomato soup by re-releasing its original 1910 label on limited edition cans.

Heinz: featuring original label on Cream of Tomato Soup cans
Heinz: featuring original label on Cream of Tomato Soup cans

The label will initially be available exclusively at upmarket London department store Fortnum & Mason. It will subsequently appear on cans throughout the UK from October.

Fortnum & Mason was the first UK stockist of Heinz Cream of Tomato Soup in 1910 and, as part of the week-long centenary celebrations, a unique Heinz Cream of Tomato Soup menu will be on offer at the store’s Gallery restaurant.

The menu, created by the head chef Damon Shore, will offer four courses inspired by Cream of Tomato soup, let’s see… Leer más “Heinz to put 100-year-old label on Cream of Tomato soup”

F1 sponsors join global forces to enhance global deals

The F100 organisation will promote the interests of leading global brands, including Diageo, Puma, and Vodafone, by communicating directly with F1’s ruling bodies.

The first meeting is set to take place in London on 1 September, with sponsors LG, SAP and Shell setting the agenda. F1 teams will also be in attendance, including delegates from McLaren, Red Bull, Williams and Lotus.

The alliance, organised by industry publication Formula Money, event organisers Motorsport Business Forum and sponsorship consultancy Right Formula, will represent brands’ interests, as the Formula 1 Teams Association does for the sport’s constructors.


by Ed Kemp

The top 100 Formula 1 sponsors have clubbed together to form an alliance aimed at maximising their return on the £458m they invest in the sport each year.

Vodafone: F100 will promote the interests of F1 sponsors
Vodafone: F100 will promote the interests of F1 sponsors

The F100 organisation will promote the interests of leading global brands, including Diageo, Puma, and Vodafone, by communicating directly with F1’s ruling bodies.

The first meeting is set to take place in London on 1 September, with sponsors LG, SAP and Shell setting the agenda. F1 teams will also be in attendance, including delegates from McLaren, Red Bull, Williams and Lotus.

The alliance, organised by industry publication Formula Money, event organisers Motorsport Business Forum and sponsorship consultancy Right Formula, will represent brands’ interests, as the Formula 1 Teams Association does for the sport’s constructors. Leer más “F1 sponsors join global forces to enhance global deals”

PROMOTIONAL FEATURES: The Road to Recovery Essays

We’re on a road to recovery where marketers must keep on spending, writes Miles Templeman, director general of the Institute of Directors
PROMOTIONAL FEATURES: The Road to Recovery Essays

INTRODUCTION TO ROAD TO RECOVERY

Miles Templeman, director-general, the Institute of Directors

Two years on from the start of the global financial meltdown seems a good time to look at the lessons for brand marketing. If there’s one comfort, it’s that the economic hurricane has not discriminated between the trees in its path – brands global, local and in-between have felt the pain.

If the past two years has taught UK plc anything, it’s that marketers need to look at the bigger economic picture and how it might influence demand for products. So he or she should be au fait with factors that can impact consumer behaviour, such as inflation and next year’s rise in VAT.


We’re on a road to recovery where marketers must keep on spending, writes Miles Templeman, director general of the Institute of Directors

PROMOTIONAL FEATURES: The Road to Recovery Essays

INTRODUCTION TO ROAD TO RECOVERY

Miles Templeman, director-general, the Institute of Directors
Two years on from the start of the global financial meltdown seems a good time to look at the lessons for brand marketing. If there’s one comfort, it’s that the economic hurricane has not discriminated between the trees in its path – brands global, local and in-between have felt the pain.

If the past two years has taught UK plc anything, it’s that marketers need to look at the bigger economic picture and how it might influence demand for products. So he or she should be au fait with factors that can impact consumer behaviour, such as inflation and next year’s rise in VAT. Leer más “PROMOTIONAL FEATURES: The Road to Recovery Essays”