Nick Peters opens the programme discussing M&S' new summer advert with Brand Consultant Adrian Day, together they look at the company's new approach to recover and grow the M&S clothing brand. Colin Williamson explores how the world of journalist is changing after CityAm's new strategy to tear down the editorial and commercial divide; while Sam Scott, Head of Video at The Drum, explains their latest series, Cliche Killers- a satirical take on the Top 12 cliches in advertising.
This week Nick Peters focuses on rebranding, using Coca Cola as his prime example. He speaks to branding expert Adrian Day on how the adverts for the iconic fizzy drink have completely changed, especially as health campaigns emerged to fight obesity. Nick also analyses how online content has changed for brands and advertisers since the birth of the Internet with Max Tatton-Brown, from Augur. Nick also compares YouTube video campaigns as more powerful advertising tools than TV adverts with Joe Wade, Founder of Don’t Panic and BAFTA-winning filmmaker.
Nick Peters looks at cinema advertising agency Pearl and Dean’s loss of shares in the advertising market. Peter talks to Kathryn Jacob, Pearl and Dean CEO, about how this came about. She talks about the struggles the company had to face and how they recovered. Kathryn also talks about how the company has changed from a cinema to a film company.
Nick also speaks to Raymond Snoddy about the new paper-only tabloid newspaper, The New Day Nick compare the Independent’s choice to become a digital newspaper and the birth of the new tabloid. Together they talk about the vicissitudes between print and online publications as well as how modern paper publications are changing.
Nick also talks about the role of marketing in the structure of any business.
Chief marketing Officer Sholto Douglas-Home from global recruitment firm Hays says marketing should ‘man up’ and brace themselves for a brighter future of marketing.