Celebrity endorsments, once the apple of any marketing managers eye, are fast becoming wasted marketing spend, while celebrity partnerships are the future for any brand looking for credible long term gain.
August 2, 2010
Marketers have long recognised that strong brand names, which deliver higher sales and profits (i.e. those that have brand equity), have the potential to work their magic on other products but I struggle to see how Loaded's Stamina Shot will work.
July 29, 2010
Theme parks like Disney and Universal Studios are all giant marketing campaigns. But who does the marketing communications, branding and strategy best? Who is the market leader in building brand experiences?
June 10, 2010
Luxury brands are in a difficult position when it comes to social media. They are in a digital no-man’s land. On the one hand they are consistently reading that social media (Facebook, Twitter and LinkedIn) is the place to be and on the other they have a marketing history which has tended to shy away from mass communication tools.
May 24, 2010
Tom McKenna examines the social media industry and how smaller agencies are being squeezed out by the huge, traditional agencies, like DDB, moving into the market and poaching the major accounts.
May 18, 2010
A blog looking at the possible outcome for social media sites, such as Twitter and Facebook, if they diversify in to other digital areas. Microsoft and Google's reaction to this is considered and the conclusion made that Twitter and Facebook simply do not have the resources or technological capabilities to compete directly.
April 28, 2010
A blog taking exception to recent news stories that the agency (design, PR, advertising or digital) is becoming increasingly marginalised by businesses and the public sector.
April 19, 2010
A blog post introducing myself as Juice Digital's newest employee and going on to discuss the value of social media for companies and brands. The discussion is supplemented with a real life case study of Skittles.
April 14, 2010
A summary of Tom McKenna's time on the Manchester Masters graduate programme from October 2009 onwards. The blog is informal and perhaps does not give a full reflection of the great projects I also got a chance to work on. I hope it gets across the good times I have had though and the incredible business and marketing exposure I have had.
April 14, 2010
An introduction to me and just what this blog will be about. To be fair it does exactly what it says on the tin: Marketing, PR, digital, social media and advertising will all be discussed as well as my graduate programme Manchester Masters.
August 4, 2010
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