Shaken & Stirred - Influential Brand Profiling and Positioning

Nuggets : Holland & Barrett, Microsoft, Primesight, UM London, Valassis, St Ives Group – SP, NBTY Europe

Microsoft is to launch a high profile outdoor advertising campaign for Microsoft Office 365 on the Glasgow Subway with Primesight, who hold the exclusive advertising contract for the Subway.

The campaign called ‘Work From Anywhere’ will run for two weeks starting from 25 March 2013 and centres around a domination of two stations, approximately 150 panels, at Buchanan Street and St Enoch stations.

The activity will target the business community by engaging with thousands of commuters with Microsoft Office 365’s central ‘Work From Anywhere’ message. The creative will encourage passengers to do just that using free Wi-Fi, available to all passengers in all 15 stations and platforms on the Glasgow Subway. The deal was brokered by UM London.

Here are the latest stats from the UK’s leading coupon experts Valassis. The figures show that:

  • Coupon redemptions have increased by over a third in 2012 – representing a whopping 448m coupons redeemed.
  • What’s interesting given Tesco’s recently launched Price Promise is that supermarket issued coupons have driven this growth – representing three quarters of all redemptions.
  • Overall, the market has grown by over 100% in 5 years, and shows no signs of stopping.
  • The increasing use of coupons as a promotional tool is remarkable for such as mature promotional tool and all the more so when spending on marketing is under pressure.

NBTY Europe, the global manufacturer, marketer and distributor of high-quality nutritional supplements, has awarded St Ives Group company SP a £1m contract to produce all promotional point-of-sale (POS) materials for its UK chains Holland & Barrett and GNC.

NBTY is a global company, offering over 22,000 products through its third-party brands. SP, the brand, retail and POS solutions business owned by St Ives Group will primarily work on the Holland & Barrett brand.

SP was selected by NBTY to design, create and print innovative and engaging POS materials to be used across stores. SP researched and evaluated the effectiveness of existing POS material, then worked with NBTY on new designs to refresh in-store communications, make shopping easier and increase sales. SP will manage the POS work from conception to delivery over a three year period.

Emma Hobbs, Group Brand Manager, NBTY, said: “We are delighted to be working with SP across a number of our brands. The fact that SP is a UK-based marketing solutions provider was a key factor in our decision to appoint the agency. Alongside that, St Ives Group looks after the whole project from concept to design manufacture and delivery, which is a great benefit.”


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