Marketing

Articles from August 15

Adwatch
Marketing's unique weekly analysis of advertisement recall in association with tns. GOCOMPARE.COM Limp ad fails to capitalise on the way the opera singer has entered public consciousness Gocompare's Gio Compario - or 'Opera Man', as I like...
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A Marketing Promotion: Solving the Integrated Dilemma
The more marketers can work across channels, the more choices they face. Here, key figures discuss how they unravel cross-media's almost infinite complexity. Inundated with a plethora of rapidly evolving consumers, platforms, data and technology,...
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And Finally: We'll Call You - Beats by Dr Dre
Mole has noticed that Beats by Dr Dre headphones are popular with Olympic athletes, but our attempts to find out more about the brand fell at the first hurdle. Beats by Dr Dre Thank you for calling - how may I help? Mktg Hi, I've seen a lot of...
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Brand Barometer
This week's Consumer Voice Index makes difficult reading for Adidas. Claims that Cambodian workers are making the brand's gear in harsh conditions refuse to abate. Campaigners often time these drives to inflict maximum damage on brands that are in...
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Brand Manager of the Week: Colleen Williams, Founder, Ad-Lib Traveller
Describe yourself in three words. Creative, adaptable, ambitious. What would you be if you weren't a brand manager? An all-round marketer for a global travel brand. What attracted you to your current job? As a chartered marketer and...
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Carbonated Soft Drinks
Coca-Cola dominates a market expected to reach sales of pounds 4.5bn this year. MAIN PLAYERS Zoe Howorth, GB marketing director, Coca-Cola Great Britain Howorth joined Coca-Cola Great Britain in 1998, and has held various marketing roles across...
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Cohiba
The Cuban cigars' folklore links with Fidel Castro have helped to crystallise its highly individual brand image. The Cohiba cigar was first rolled in Cuba in 1966. The creation of the tobacco blend that would become known as Cohiba is attributed...
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Editor's Comment: Welcome - Why Coe Didn't Thank Olympic Sponsors
'Oh come on!,' I yelled at the telly, but not to cheer on any of the Olympic athletes. This was during Sunday's closing ceremony, when London 2012 chairman Lord Coe was delivering a moving 'thank you' to everyone involved in making the Games so...
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Festivities Hone Competitive Edge
The experiential industry, which faces a major challenge in demonstrating ROI to brands, has performed well this year despite adverse weather and a packed events calendar. In the warm glow of Olympic glory it is all too easy to assume that 2012...
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Global Vision, Local Power
In the second of our Marketing summer school series, David Benady explores whether every marketer must be 'global' in the digital age. Marketing directors of worldwide companies are the air miles-collecting vanguards of globalisation. Reporting...
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Guru
The proliferation of digital in the marketing industry might discomfort traditionalists, but they should remember that its trackability can be a marketing chief's best friend, writes Will Harris. Q: A young member of my team, being a 'digital native',...
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In Search of True 'Stars'
'Superstar' marketers are attractive to brands, but the ego must be left at the door. The unexpected and abrupt departure last month of Joel Ewanick, the high-profile chief marketing officer hired by General Motors two years ago to be - in chief...
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Marketing Promotion: Put Your Marketing Money Right Where Your Shopper Is
Field marketing? A bundle of data about shopper trends? The odd in-store event or a spot of training? Promising a decent return on your marketing investment? Well, yes, it's certainly about value. John Wanamaker was the US department-store merchant...
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Opinion
If a marketer wants to master the profession's various disciplines, they must focus completely and ignore distractions. If marketing were a sport, it would be the decathlon. Marketers have to be accomplished in a range of sub-disciplines as diverse,...
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Profile Builder: Who Google Thinks You Are ... David George, Marketing Director, Mercedes-Benz
- The first link is a story on The Drum site about George's role as a judge of its marketing awards. - The next two push to his LinkedIn page. - The fourth result is a Marketing story about his appointment. Verdict - This profile is fairly...
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Shift
As the dust settles on London's historic hosting of the Olympic Games, Nicola Clark looks at what it revealed about the shifting sensibilities of British consumers. It was a chance encounter: on the Tube, going to the Olympic Stadium, Lord Coe turned...
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Tech
Some fans and athletes have abused the power of social media with racist or offensive tweets, but others have been denied access to that power in the first place, writes Gordon MacMillan. So much has already been written about how the London 2012...
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The Marketing Interview: Russell Stopford, Manchester City
The Premier League champions' head of digital has focused on Twitter as the primary vehicle for capitalising on its success on the pitch, writes John Reynolds. Manchester City's Sergio Aguero can't stop talking about it. Teammate Mario Balotelli...
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The Marketing Society Forum: Should a Brand Ever Open Itself Up to Criticism on Its Own Platform?
Loan provider Wonga.com has set up a digital platform to engage its critics. YES - KRISTOF FAHY, CHIEF MARKETING OFFICER, WILLIAM HILL Brands should have enough confidence in what they do and how they do it to take criticism on the chin. To facilitate...
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The World at Their Fingertips
Field marketers are using tablets and other digital tools to gather live feedback, which they can then use to refine their staff-training and sales strategies as campaigns unfold. Social media, cloud computing, tablets ... in recent times, field...
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This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. - Unilever ends Tate patronage Unilever is ending its 12-year sponsorship of the Tate Modern in London, as the multinational plans to realign its...
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Top 10 Olympic Lessons
In the wake of 17 days of British and international sporting achievement, Nicola Clark highlights the most important marketing lessons to be learned by the industry from the London 2012 Games. We love sport in our household: watching it, playing...
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UK Sports Set to Cash in as Sponsorships Expire
Brands eye British Olympic Association, athletics and rowing partnerships. Brands looking to exploit a post-Olympics lift in sports participation are primed to bid for sponsorship of a raft of rights-holders, including the British Olympic Association...
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Video on Demand
The video-on-demand brand is under pressure from Sky's Now TV launch. The UK pay-TV movie market is developing as fast as streaming speeds are increasing. Netflix, the movieand TV-streaming service, started operations in the UK and Ireland in January,...
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