Marketing

Articles from July 7

Adwatch 07.07.10: Argos
The retailer's ad has used a fun idea to clearly convey its technological offering. There's probably rather too many marketing and ad people who love being a bit snooty about Argos. Low-rent brand, chavvy customers, a business built on comoditising...
Andrew Walmsley on Digital: Print and Be Damned?
As more blogs become successful businesses in their own right, paper-based titles should take heed. It has been a long time since the decline in printed news made the front pages in the US. The Seattle PI, Rocky Mountain News and The Christian Science...
Bp
The energy company's reputation has been sullied by the Gulf of Mexico oil spill. Much like the 60,000 barrels of oil gushing daily from the leaking well in the Gulf of Mexico, the tide of anti-BP public sentiment has proved impossible to hold back....
Brand Manager of the Week: Gemma Hicks, Marketing Manager, Ainsley Harriott, Symington's
- Describe yourself in three words. My colleagues say I'm feisty, bubbly and mischievous. - How would you define marketing? A vehicle to make our consumers' wishes come true. - What would you be if you weren't a brand manager? A pathologist....
Brand Strategy Analysis: Return to Local Government
Why has Unilever reverted control of its 'local jewels' to their countries of origin, asks Jane Simms. Unilever claims that disbanding its specialist Chrysalis unit, based in Rotterdam, and putting its 'local jewel' brands such as Marmite and Pot...
Chevrolet in TV Return with Crowd-Sourced Ad
Car maker snubs ad agencies in favour of creative ideas sent in by the public. Chevrolet is turning to crowd-sourcing for a pan-European TV ad campaign aimed at showcasing its full range of cars and trucks. The automotive company is shunning...
Digital Divide
Brands remain split on the merits of specialists over generalist agencies, writes David Tiltman. For brand owners, the digital agency marketplace is getting somewhat confusing. The rise of sectors such as social media and mobile has led to a proliferation...
Editor's Comment: Wisdom of the Crowd?
Taking the example of increasing numbers of brand-owners, I thought I would harness the power of the collective consumer consciousness to help write my column this week. So, I turned to Twitter for advice on whether Chevrolet's decision to crowd-source...
Facebook Forces Brands to Seek Data Permission
Facebook is attempting to allay concerns over privacy by introducing safeguards aimed at clarifying how brands can target the site's users. Spotify and the BBC are among the first advertisers trialling the heightened privacy controls as the social...
Helen Edwards on Branding: The Generational Divide
Tension between the retired and working populations will make branding for all age groups difficult. Average male life expectancy in the UK is 77. So once Tom, Dick or Harish hits the current state pension age of 65, how many years, on average,...
How to Influence the Influencers
All consumers influence each other, so it is useful to know which of them are more susceptible to brand messages. Marketing commissioned a special project, LIFE, to identify them. When Margaret Thatcher declared 'the lady's not for turning', she...
Jeremy Lee on Media: Why BARB Is in Denial
The reliability of data provided by the audience research body is clouded by its flawed set-up. Exciting news for the over-50s - to supplement their diet of Heartbeat and Pie in the Sky repeats on ITV3, they'll soon be able to enjoy a TV channel...
Marketing Mole: We'll Call You - Kia
Mole has always been a sore loser, so when Kia saw fit to run an ad that made light of England's World Cup defeat to Germany, we decided to take issue with it. Mktg: Hi, I'm ringing about a press ad I saw in The Times about Kia's seven-year warranty,...
Marketing Mole: Who Does Google Think You Are? - Simon Freedman, Group Head of Marketing, the FA
The first result takes us to the website of an osteopath The next is for the poet Simon Freedman's website Third is a Wikipedia entry for a character in Australian soap Neighbours. The fourth link pushes to The FA's Freedman's LinkedIn. Last, is the...
McDonald's Paves Way for Smoothies Roll-Out
McDonald's is stepping up the diversification of its drinks offering by selling smoothies. The fast-food chain will launch the drinks in the US ahead of a likely global roll- out. However, a spokesman for McDonald's in the UK said selling own-label...
Opinion: The Marketing Society Forum
Is there a danger teaser campaigns will be killed off by social media? A brand's teaser campaign could be ruined if details are prematurely leaked via the web, but at the same time social media is an effective way to generate consumer anticipation...
Oxfam Seeks to Create United Global Presence
Oxfam is attempting to boost its global presence by creating a single international identity. The charity has appointed Omnicom-owned branding agency Wolff Olins and research agency Flamingo to handle the brief following a competitive pitch. ...
Plugging Away
Established electrical retailers are facing stiff competition from a US entrant, supermarkets and online sellers writes Jane Bainbridge. The World Cup provided a welcome boost to the electrical retail sector as sales of HD TVs took off before it...
Profile: Experimenting with Loyalty
James Frost, marketing director at Nectar, is relishing a change in direction from his earlier career. Interview by Joe Thomas. After graduating from Oxford University with first-class honours in chemistry, James Frost reflected on his academic...
Radio Faces Online Frontier
To say digital radio has taken a long time to build momentum may be an understatement, but now marketers need to embrace the widening opportunities it presents, writes Suzy Bashford. Despite the hype, digital radio listening has been slow to flourish...
Saab Launches Global Push to Restore Image
Rescued Swedish carmaker wants to let consumers know it is back as a brand. Saab is investing in its first marketing campaign since being rescued in a buyout by luxury carmaker Spyker. The Swedish marque is planning a multi-million-pound global...
Stella Performance?
AB InBev is bullish about its latest brand expansion, but others are sceptical, writes Gemma Charles. Anheuser-Busch InBev is getting in touch with its dark side for the launch of a fresh Stella Artois variant. As revealed exclusively by Marketing...
The Week in Marketing
- Plant sweets debut Goody Good Stuff, a range of confectionery that claims to be made from a revolutionary plant extract, is to launch in the UK, bidding to take share from Haribo and Nestle. The sweet brand has secured listings in Asda and is...
What It's Really like Inside: Kao Brands
- How does the team come up with fresh marketing ideas? While we're a team of women who love beauty products, it's important that we stay close to our consumer. We often hold 'gemba' sessions where we'll visit women's homes or shop with them to...