TheMarketingblog

Latest news from Fox Kalomaski Crossing, Online Home Retail, marketing QED and Viewster

Online Home Retail has appointed the integrated creative communications company, Fox Kalomaski Crossing, to work with them on a brand identity update and an advertising launch for its BathroomWorld brand.

The new brand identity and a redesigned website are now live. A new national advertising and digital support campaign is planned for the first quarter of 2013. All developments follow FKC’s extensive research amongst BathroomWorld’s target ABC1 home-owning consumers

The objective of FKC’s work has been to transform the look and feel of BathroomWorld’s brand, its website and its advertising in order to confirm its positioning as the leading e-retailer of affordable luxury bathrooms.

FKC’s Strategy Director, Robert Thackery, explains, “BathroomWorld brings a powerful proposition for us to communicate to a home-owning marketplace increasingly looking to replace or upgrade their bathrooms to higher standards in design and quality but without having to pay the earth. We are very excited to begin this new business relationship with Online Home Retail which is a major player in home interest e-retailing.”

 

UK marketers are wasting billions of pounds by relying on gut instinct and guesswork rather than data and rational decision-making, according to a new study by marketing software firm marketing QED.

The independent survey of 459 marketers1 found that according to the industry’s own estimates more than £2.5bn is wasted annually2. However the study found the level of forecasting and evaluation undertaken by companies was typically so low that the true figure is likely to be significantly higher.

When asked what most influences their marketing decisions, respondents were more likely to simply follow what their firm has tended to do in the past (39.4 per cent) or what seems to be the commonly accepted practice in the industry (34.9 per cent) rather than seek advice (just 6.8 per cent sought advice from colleagues, 6.1 per cent from outside agencies).

 

Viewster, a leading subscription-free service for ‘on demand’ movies and TV series, has appointed Steve Broadhead as Senior Vice President, EMEA Partnerships, as it seeks to capitalise on rapid user growth in the region.

Available in 120 countries worldwide, Viewster has served up more than one billion videos during 2012. Its user base has increased by 700% in the last 12 months. Video content is available to watch for free with advertising or for a small fee without.

Supporting Viewster’s fast-growing advertising sales business, Steve will manage all sales and business development activity across the EMEA region. He will be tasked with managing and expanding the company’s existing advertising partnerships and raising Viewster’s profile amongst media and advertising agencies.

“Month after month we’re seeing substantial rises in views across our service as consumers turn their back on linear TV. Online video represents a major opportunity for advertisers who are increasingly struggling to reach some audiences through live TV,” said Kai Henniges, CEO, Viewster. “We’re very excited to have Steve on board, supporting our advertising sales business, as we begin to see even more brands invest in highly personalised and targeted online video ad campaigns.” added Kai Henniges.

 

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