Craig Smith, planning director at Wax Communications, looks at how even the most loyal coffee drinker can be encouraged to switch their allegiance by constantly being offered something new and exciting.

By understanding, we can influence. We call this activating people...

Lego is working with Wax Live, the experiential arm of Wax Communications, to bring the Extreme Machine Challenge to the UK this summer.

McVitie’s is launching a new campaign to encourage consumers to sign up to its VIP Club loyalty reward scheme.

With more music festivals taking place this year than ever before, Mark Ludmon examines how brands can activate their sponsorship packages through experiential marketing

British marketing campaigns took home four international Globes awards at a ceremony in Toronto in the early hours of this morning. The winners are Give a few bob, Sharpie Write Out Loud and John Smith’s People’s Race.

Edinburgh-based Blue-Chip Marketing was the outstanding performer in this year’s IMC European Awards, receiving three individual category nominations for its White Invite integrated marketing campaign for Visit Scotland, more nominations than any of the other 44 finalists selected by the top international jury panel.

United Biscuits is helping to save the Antarctic habitat of the Emperor penguin with an on-pack promotion for its McVitie’s Penguin brand. Special packs feature information on how consumers can “sponsor” a penguin and obtain a soft toy and information pack.

Johnson & Johnson has launched an online skin clinic as part of a brand loyalty campaign for its premium anti-ageing skincare brand, RoC. It has been developed by Wax Communications.

Müllerlight is offering a chance to “win a summer to remember” with an on-pack promotion featuring the top prize of a holiday, new clothes, a makeover and a spa day. The prize is being given away each week during the 12-week campaign, created by Wax Communications

Guerrilla marketing is maturing into more of a mainstream part of the marketing mix, reports Mark Ludmon

Brands are coming under increasing pressure to be socially responsible, but Mark Ludmon finds out to what extent this helps to promote sales

Müller Dairy UK is creating “dessert islands” at leading supermarkets this month to promote the chilled desserts it sells and markets under contract from Cadbury. The activity has been devised by Wax Communications.

Matt Tabb, managing director of Wax Communications, warns promoters that it is not always a good idea to look back

Remington UK is taking a Cinderella-style carriage to five top shopping centres to promote its new combined hairdryer and straightener product, Shine Therapy.

Waterstone’s has launched the Big Book Bank, a campaign to encourage primary school children to read and share books. The initiative has been created by Wax Communications.

Unilever UK has been named ISP Brand Owner of the Year in the Institute of Sales Promotion’s ISP Awards 2009. The coveted title goes to the brand owner which wins the most medals across the whole of the ISP Awards 2009. Unilever brands took no less than eight awards, including Golds for the Pot Noodle Spinning Fork promotion, the Pot Noodle Food Fight promotion and the PG Tips Rainforest Alliance Certification promotion. Agency of the Year 2009 is Blue Chip Marketing (Manchester), for its work on a range of campaigns for different clients.