European TV: out with channels, in with brands

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WPP: ad giant beats the downturn blues

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Online marketing: integrating is the key

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BT: hoping the future's O2

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Unilever: getting ahead in advertising

The cross-platform deal will allow Unilever to reach a broader range of consumers. Perhaps more importantly, it will also help it to develop highly specific targeted marketing initiatives. Unilever's competitors will need to update their own marketing initiatives in response, even as many companies dig in for the recession.

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FT.com/Scoot: separating sheep and goats

The two sites are shining examples of 'good' and 'bad' online content providers. FT.com has a unique product, targeted at people who can afford to pay for it, and one of the world's strongest brands. B2C directory firm Scoot, on the other hand, has none of these. As a direct result, FT.com is set to be a financial success and Scoot is likely to go to the wall.

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Tweens: maturing market forces rethink

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Mecca-Cola: the cola with a conscience

Mecca-Cola has seen rapidly growing sales as it rides the worldwide anti-capitalist backlash. With an ethical reputation that goes beyond its core Muslim market, its sponsorship of the anti-war protests in London placed Mecca-Cola on the world stage and at the same time highlighted the growing market for products of its ilk.

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Kenco/Wella: identity through TV

Wella and Rappor are both sponsoring television programs in order to align themselves with their core consumers' key lifestyle values. It's an effective strategy that allows consumers to determine what values are important and encourages them to associate those values with the brand.

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Customer analytics: loyalty generating global growth

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