This week Nick Peters finds out how the TV industry reacted last year when YouTube pitched itself to brands as a legitimate alternative for their ad spend to conventional TV. Now the row has escalated: the online video service is suggesting brands should switch 24% of their TV spend to YouTube. Nick is also tackling one of the biggest questions facing online news media: how to generate revenue from news.
Nick Peters focuses on the marketing of food with Arwa Mahdawi, writer and brand strategist, about the figure of Edward Bernays and his pioneering role in marketing which changed a nation’s diet. Nick and Paul Miller, of Vuelio, look at bloggers and how thousands are able to turn their talent into an income.
How are advertisers deliberately deceiving consumers? Chris Daly, Chartered Institute Marketing Chief Executive, explains how this phenomenon occurs and why it can't be easily spotted. Nick Peters looks at the role of affiliate marketing and how it has become a huge business with Kevin Edwards, Global Client Strategy Director at Affiliate Window, while Mark Finney, of ISBA, explains the threat of ad fraud, the scale of this organised crime and how it's costing advertisers billions of pounds every year.
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.
Copywriting Expert, Nick Parker, joins Nick Peters explaining the new phenomenon of artisan craft based advertising, questioning why it has become so popular in today's corporate and technology-led society. John Donovan, GumGum's UK Vice President, looks back at some iconic ads of the 70s and 80s and debates how they would perform in today's media environment, while Paul Drake, Director of D&AD, discusses his new scheme, New Blood Shift, which aims to recruit more young people from more diverse backgrounds into the creative industries.
Nick Peters speaks to Debbie Morrison of ISBA, which represents British advertisers, about how advertising agencies must be much more transparent in their dealings with brands. Nick also discusses with Ian Barber, of Advertising Association, that the industry needs to persuade society of the value advertising delivers, to counter growing public and political mistrust. While, Marketing Week Magazine journalist, Mindi Chahal looks at the reasons why UK companies lag behind their US counterparts when it comes to customer service.
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 bring you Marketing Watch from Advertising Week Europe in London. Nick looks at the highlights of the biggest marketing and advertising event with Maisie McCabe, deputy editor of Campaign Magazine; the changes in the industry with Kathleen Saxton, Founder & CEO at The Lighthouse Company and Co-Producer of Advertising Week Europe; and whether this should be a cause of concern with Pippa Glucklich, the CEO Starcom Mediavest. He is also joined by Michael Litman CEO Burst Insights.
Kathleen Saxton, Michael Litman, Pippa Glucklich, Maisie McCabe
This week Nick Peters focuses on advertising and marketing. He speaks to Matt Winton, Head of Marketing at Smiley & Co, on the smiley and how it has developed into a world-famous brand and a cultural icon in the world of technology, fashion and music. Ahead of the fourth annual Advertising Week Europe event this week, Rebecca Eaves, Director at Advertising Week Europe, talks about the current state of advertising and how it’s contributes to the UK and EU economy.
As Apple turns 40 this week, Adrian Day, Independent brand consultant and Associate Consultant for Brand Consultancy, explains to Nick Peters how the brand constantly reinvents itself, while also sticking to core original principals. Adam Reynolds, from Intermarketing Agency, also discusses Donald Trump’s marketing tactics to advertise and promote himself and his campaign during the US election. Finally, Nick speaks to Richard Armstrong, Chief Strategy Officer and Founding Partner of Kameleon, looks at brands and the crossover between branding and advertising in online content and how this could potentially mislead the customers.