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CONTENTS
<
Marketing Age
®
INSIDE THIS ISSUE
40
IN BRIEF 8 SPONSORSHIP 56
A round-up of recent news AIB’s Jim Kelly (FMII) explains
why sponsorship is no longer
WORD FROM THE WISE 16
just a nice-to-have
Richard Laermer talks
trends, trendspotting and CLOSE UP 62
punk marketing How positive word of mouth
has helped create a billion-
COVER STORY 20
dollar online shoe business
The time has come for PR and
20
communications to embrace
MEDIAWATCH 66
two-way conversations
Video hasn’t killed the radio
star — listeners and
DIGITAL WORLD 28
advertisers are still tuning in
Why words are key in search
marketing, and the results of a
MOVING ON UP 74
new survey on email marketing
Finding a good mentor
can help career progression
BRANDED 34
A look at Pedigree — top
PASTURES NEW 80
dog in the pet-food market
Who’s moving where in the
world of marketing
CAMPAIGN 40
Four guest reviewers select
BOOK REVIEW 84
their favourite ad campaigns
Shane McGonigle dips into
Groundswell, an in-depth look
BELOW THE LINE 44
at digital social interaction
Some of the winning
campaigns in the recent
NETWORKING 81
direct marketing awards
Photos and news from
recent events
SALES PITCH 50
Want that elusive edge over
your competitors? Then get to
know them
44
Sponsors
May/June ‘08 Marketing Age 5
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