In an emergency, food giant Tesco takes to the power of advertisements

Image Credit: AdamKR

PR gives you valuable third party endorsements, but when there is none to be had anywhere, you really do have to take to direct contact with your audience, so advertising, direct mail, video blogs but NOT social media, come into their own – as UK supermarket giant Tesco found out.
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Drop the dead donkey? No way!

UK media scoop Dead Donkey story

For the first time, UK journalists didn’t have to drop the dead donkey (journo jargon for a news item of no real significance placed at the end of a news bulletin or as a filler in a newspaper that is designed to be removed if a more significant story needs extra time or space). Continue reading

It’s all about brand management

Image credit:  John Keogh

Image credit: John Keogh

How big brands are getting into the organic act – and managing their brands

“I like to try independent shops, and it was really very nice with great coffee,” she said. “But when I got home, I looked it up and discovered it was (readers, take a big breath here) a chain.” Continue reading