By Gary Arnold, Solution Strategy Director, Occam – a St Ives Group company
I had the pleasure of speaking about “the building blocks of omnichannel orchestration” at the Silverpop EMEA Amplify Event and three surprising things happened. Firstly, people turned up; secondly, I got some (intentional!) laughs and thirdly, no one fell asleep… so, I figured I would share the top-level principles discussed to see if I can continue my run of form.
Brand Union, WPP’s global brand agency, has today announced its appointment by leading luxury hotel group, Shangri-La Hotels and Resorts, to create the new brand and integrated launch campaign for the iconic Le Touessrok resort in Mauritius, following a competitive pitch.
The agency will be responsible for uniting the unique Le Touessrok heritage with the renowned Shangri-La master brand qualities, following the takeover of the resort by Shangri-La earlier this year.
Brand Union will seek to challenge the existing codes of luxury travel adopting a brand-led communications strategy, looking beyond the launch to ensure the brand resonates across every facet of the resort, right through to the guest experience at the hotel.
When you're trying to figure out how to maximize your customer base, always return to the brand, because that's what people remember. Whether you spend much time on your marketing plan or not, brand recognition is essential in the busy global marketplace of today.
The Internet Advertising Bureau (IAB) UK has taken the bold decision to merge the IAB Board and Mobile Board to put mobile at the centre of everything the trade body does.
For the last six years, both groups have played a pivotal role in setting the strategy and direction of the IAB across online and mobile. The board merger reflects the growing importance of mobile to the digital industry as smartphones and tablets are now the most commonly used internet enabled devices