Marketing

Articles from March 6

Back to the Good Old Days
Ken Gofton reports on a year for DM agencies that saw an average 16% increase in turnover, 15% more staff employed and business about as buoyant as many can remember The year in direct marketing is best summed up in the words of John Watson, chairman...
Can Asda Afford Real Cost of Cuts?
Asda's move to axe 1000 lines from its grocery range is a risk, but one the retailer feels it has to am. Asda's decision to slash grocery brands last week provided further evidence that the Leeds-based retailer is prepared to take drastic steps to stand...
Cheers!
Beer, rugby, cricket, red wine. Andy Walder, marketing director at Allied Domecq Inns and the man who may well decide the future of your local pub, knows what he likes and his vices fit perfectly with the job. Sitting in a conference room at Allied...
Mangetout Tale Served Up Much Food for Thought
Living as I do in the mangetout belt of south-west London, last Wednesday's Modern Times on BBC2 provided plenty of food for thought. Enough, in fact, to put the more liberal dinner party-goer off his food. The programme travelled to Zimbabwe to serve...
Marketing in the Driving Seat
At 15, racing talent Tom Ferrier is already a marketing winner When a Grand Prix team uses The Spice Girls to add sparkle to the unveiling of their new-look racing car, it provides all the proof one could ever need that Formula 1 is no longer merely...
NPD: Gone to the Head
Allied Domecq's effort to jump on the new product bandwagon could backfire. Allied Domecq's wine and spirits division last week declared it planned to put new product development (NPD) at the very heart of its marketing strategy. NPD has become the...
Politicians Could Do with Lessons in Customer Care
In case you hadn't noticed, there's a general election looming. So if the knock on your door isn't a Channel 5 retuner in the next few weeks, it may be a Labour/Tory/Lib Dem representative trying to convince you their party has all the answers. Readers...
Professionals? Maybe. Unique? I Don't Think So
The news that the 'Man from the Pru' was coming back sent me scurrying to the television listings pages. No, I wasn't dreaming - it's non-stop 70s nostalgia there too: "Eric and Ernie put on their own theatrical production with guest star Arthur Lowe."...
Talent Can Often Lurk in the Last Place You'd Look
Remarkable people see things more clearly than us second-raters. Nine years ago, David Ogilvy made a speech on recruitment to the panjandrums of his group, of whom I was then one. A friend had asked how his daughter might get into advertising. David...
The Will to Spin
Behind-the-scenes media heavyweights will determine the election's outcome. This year's election battle is remarkable in that marketing has already played its biggest role yet in the fight to govern the country. In the last election, the three major...
Welcome to the Masterclass
Robin Cobb previews the DM Fair conference which promises to offer an essential guide to the latest theories and techniques affecting the direct marketing industry The changing world of direct marketing is due to be mapped afresh next week. The conference...
Why Local Media Tie-Ups for Celts May Be Inspired
Usually when you hear someone extolling the virtues of cross-media ownership the rational reaction is to reach for a revolver or have a snooze. The term has a humbug factor as high as 'synergy',"level playing fields', and even good old 'multimedia'....