Marketing

Articles from July 22

Adwatch 22.07.09: Yorkshire Tea Bags
This partnership with comic singer John Shuttleworth could redefine tea marketing. Once there was a tea company that worked with a much-loved entertainer to help make itself relevant and famous. Together they made some much-loved commercials,...
Amanda Andrews on Media: Time to Side with the Locals
The government must offer incentives to the regional news industry to ensure it stays competitive. Strong regional and local news sources, be they print, broadcast or online, are vital for advertisers as well as the community. They provide an opportunity...
Andrew Walmsley on Digital: The Art of Delegation
Crowdsourcing offers low-cost online access to resources and skills a company may not have in-house. A long-time staple of the pub philosopher's diet, the infinite monkey theorem states that a monkey randomly typing for an infinite amount of time...
A Nice Little Sideline
Marketers are employing their business knowledge and creativity to develop interesting brands and businesses beyond their day jobs, writes Nicola Clark. The fact that a team of senior O2 marketers is set to roll out a range of high-end vibrators...
Brand Manager of the Week - Rick Hazelden, Brand Manager, Wilson Sporting Goods and Suunto
- Describe yourself in three words. Spontaneous, optimistic, creative. - What would you be if you weren't a brand manager? Maybe a teacher. I'm thinking holidays. - How would you define marketing? Marketing is more than simply advertising...
Discounters Dealt a Blow
What does Tesco's reported revival of premium lines mean for low-end retailers, asks Joe Thomas. British shoppers, it seems, could be losing their appetite for discount labels. According to Tesco, fewer consumers are abandoning premium and ethical...
Editor's Comment: A Pig of a Dilemma
It really feels like many people have been hanging on, waiting for the government to give us all some kind of concrete, official steer on swine flu. This has not been forthcoming. The only campaign from the Department of Health (DoH) has been 'Catch...
Film Ties Carry Credit Risk
The UK Film Council's plans for brand involvement in movies has potential pitfalls. Mr Dresden, a fictional executive who features in Orange's ads, has been rewriting film scripts as part of the mobile operator's long-running cinema campaign for...
Government Draws Up 'Code Red' Flu Strategy
The government plans to implement a series of marketing campaigns to alleviate the growing sense of public unease surrounding the swine flu pandemic. The Department of Health (DoH), which has been working with the COI, also has plans in place for...
Helpline
Joe Thomas takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. PROMOTIONAL FILES Q: We want to run some sales promotion activity, but don't know where to start. Who should we approach...
Marketing Mole: We'll Call You - Evans
As a fan of Beth Ditto, we were delighted to see she has produced a clothing range with Evans, but will it be available for those who are on the skinnier side? Evans Good afternoon, you are through to Evans. Mktg Hello, I'm calling about the...
Marketing Mole: Who Does Google Think You Are? - Margaret Jobling, Marketing Director, Sara Lee
- The first listing pushes to a recent story in Marketing about Jobling's intended move to Cadbury this autumn. - The second link is to a Marketing profile from 2004. - The third result is Jobling's up-to-date LinkedIn profile. - The fourth...
Mark Ritson on Branding: Dissension in the Rankings
Superbrands' Top 500 has been all over the news, but why is the list so seemingly inconsistent? Imagine a world where the Ordnance Survey is a bigger brand than Disney Not crazy enough for you? OK, how about the idea that the Royal Albert Hall's...
National Express
The transport company is facing up to the loss of its East Coast Main Line franchise. For a brand seemingly trapped in the post-war era - a 90s musical tribute from The Divine Comedy excepted - National Express has worked hard to make its mark in...
Opinion: The Marketing Society Forum - Are There Now Too Many Marketing Stunts That Centre on Dates?
EDF Energy's unilaterally declared 'Green Britain Day' received more attention from rival energy suppliers than consumers, driving debate that the proliferation of such events has devalued them. MAYBE - DAVID KING, MARKETING DIRECTOR, CUTTY SARK...
Preventative Measures
Is a pounds 100m 'Smarter Drinking' push merely an attempt to stave off legislation, asks Gemma Charles. Alcohol producers, retailers and drinks trade bodies last week gave the public a first taste of their pounds 100m five-year responsible-drinking...
Profile: Putting ID Cards in Order
Alan Gilmour, marketing director at the Identity and Passport Service, is relishing what seems a thankless task. Interview by Gemma Charles. Alan Gilmour, director of insight and marketing at the Identity and Passport Service (IPS), has been spending...
Reaching the Right Consumer
The recession has had a major impact on ambient media, driving down revenues, but the channel continues to offer marketers effective and highly targeted opportunities, writes David Benady. Every available space is now an advertising platform, it...
Sainsbury's Backs 'Try' Push Via Green Button
Sainsbury's is to launch a series of recipes and other long-form content on Sky's 'green button' service, making it one of the first brands to use the digital platform. The service, which was launched last month, enables advertisers to offer television...
Spread of Swine Flu Puts Government to the Test
The pandemic is stretching public health marketing plans. As the number of swine flu deaths rises in the UK, critics are circling the government, ready to attack over its handling of the pandemic. The UK now has the third-highest number of confirmed...
Stuck in the Age Gap
Dark spirits such as rum and brandy need to engage with a younger audience if they are to drive continued growth, writes Jane Bainbridge. The boom in cocktail drinking has helped boost the fortunes of many spirit brands over the past few years....
The Week in Marketing
- Seafish in health push. Seafish, the body responsible for promoting seafood, is launching a campaign to highlight its 'two-a-week' message and the benefits of eating fish regularly. Next month, every fishmonger in the UK will be sent a promotional...
What It's Really like Inside - Orange
- How do you come up with new marketing ideas? They are all linked to stunning consumer insight and communicated in an award-winning, visionary manner - most of the time, anyway. - What is the main marketing challenge you face? Making multimedia...