Marketing

Articles from December 1

Adwatch 01.12.10: T-Mobile - 'Welcome Back' Ad Continues 'Flash Mob' Campaign's Capacity to Raise a Smile
As this campaign reaches its third iteration, there's some falling out of love with it going on in the office. Too much cringe, too much same, too much of a good thing, they say. These are ad people, though, not real people, and I'd hazard that...
Andrew Walmsley on Digital: The Premium Content Gap
The idea that free online content is killing media owners is wrong It's free data that's their problem. Ralph Waldo Emerson, the 19th-century American writer, said: 'If a man can write a better book, preach a better sermon, or make a better mousetrap,...
Asda Eyes Up Brand Tie for Softener Dispensers
Asda is in talks with a major FMCG brand-owner about participation in the roll-out of self-service fabric-softener dispensers across all the supermarket's UK stores. The Wal-Mart-owned grocer launched a nine-month trial of the machines in January,...
Brand Manager of the Week: Tom Rainsford, Proposition and Product Theorist, Giffgaff
- Describe yourself in three words Confident, unconventional, creative. - How would you define marketing? Identify a need, communicate in a relevant and creative way to those with that need, while delivering the best possible experience. ...
Brands Aim for Perfect Pitch
The IPA and ISBA want to establish a set of principles to smooth the process, writes Rachel Barnes. The relationship between a client and an ad agency should be akin to that of a marriage, rather than a power struggle in which brands seek to exploit...
Broadcasters to Build TV Shows around Apps
Producers add location and social-network-interaction to boost participation. UK broadcasters are in the process of devising next-generation TV shows that will use social networks and location-based mobile apps to give viewers an increased interactive...
Collaboration: How to Avoid Crossed Wires with Cross-Promotion
As brand-owners look to get more from their tightened budgets, running promotions across multiple products is becoming a more important and effective tactic, writes Suzy Bashford. The news that Britvic is running its first cross-brand promotion,...
Editor's Comment: Sky's the Limit
You've taken the day off work, waited in all morning and watched all the Jeremy Kyle you can take. Then, at last, the bloke from Sky turns up to fix your satellite dish. Wouldn't it be nice if, while he was there, he could mend your boiler, insulate...
Government Seeks 'Fire Kills' Campaign Support
DIY retailers B&Q and Homebase are among brands set to be approached by the government to help deliver a fire prevention campaign. David Watson, the head of marketing overseeing the Department for Communities and Local Government's (DCLG) 'Fire...
Grinding It Out
A tough battle looms as Kenco takes on Starbucks with a premium instant coffee. When news of Starbucks' plans to launch an instant coffee emerged last year, the development was greeted with bemusement and, in some cases, horror. Commentators...
Helen Edwards on Branding: Not All It's Cracked Up to Be
Agencies aspire to return to the top table, but might they be misjudging the benefits of achieving this? One of the obsessions of communications agencies is their desire to be welcomed at their clients' so-called 'top table'. It is an ache for...
In the Recovery Position
Although the number of cars in use has dropped, a decline in car-maintenance skills mean that motorists are still buying breakdown cover. Car ownership in the UK had been on an upward trajectory since the end of World War II - until the recession...
Marketing Mole: We'll Call You - H&M
Mole's been eagerly awaiting the release of the Lanvin for H&M cocktail dresses, but the collection is selling fast, and we're fighting a losing battle with the website. H&M: Hi, this is H&M. How can I help? Mktg: I'm trying to get...
Marketing Mole: Who Does Google Think You Are? - John Allert, Group Head of Brand, McLaren
- The first link is to a story about Allert being appointed to his current role. - The second is to a precis of a lunch talk he gave in 2009. - The third reference is to a book on Amazon for which Allert provided a quote. - The fourth is another...
Marketing: Promotion - Marketing Excellence 2 - Secrets of Success
A new book from The Marketing Society delves into the past four years of award-winning excell ence to detail 34 brand stories that can make you a better marketer, says Hugh Burkitt. Four years is a long time in marketing. It's about twice the average...
Marketing Promotion: Why Science Is Good for LG's Brand
In the second marketer interview brought to Marketing by Yahoo!, IPA president Rory Sutherland talks to LG head of brand Paul Meadows. Yahoo! combines the science to understand and target an audience, the art to create lasting engagement through...
Opinion: The Marketing Society Forum - Could People Ever Feel Affection for Heathrow Airport as an Event Venue?
Over the next few months, Heathrow is to host a range of experiential activity focusing on the UK's calendar of cultural and sporting events, as it concentrates its marketing efforts on younger people. YES - Gareth Evans, Business development director,...
Pontin's
Failing to move with the times has cost the brand dearly, writes Loulla-Mae Eleftheriou-Smith. Pontin's is the brand that followed Butlin's: it was the Bluecoat to its Redcoat, the Blackpool to its Skegness, the cabin to its chalet. As a brand,...
Profile: Putting Love on the Menu
Emma Woods, marketing director at PizzaExpress, plans to build on both her own and consumer affection for the chain. Interview by John Reynolds. If your food of choice is pizza, then a night out in, say, Bradford or Slough could soon become a rather...
Red Backs Fashion Site with Integrated Ad Drive
Hachette Filipacchi is attempting to muscle in on the competitive online women's magazine sector and is rolling out a high-profile ad campaign to back the launch of Red Online. Aimed at busy women looking for 'convenient access to high-quality online...
Sales Promotion: Festive Sales Promotion
With consumers cutting back, sales promotion has never been more important than it is this Christmas. But are the early launches simply covering up a lack of creativity and originality, asks Amy Golding. Every year, consumers complain that Christmas...
The Week in Marketing
Thomson's touchdown Thomson Sport has signed a three-year deal to become the official travel partner of the National Football League in the UK. As part of the deal, the TUI-owned specialist travel agent will be offering travel packages to European...
Trading in Social Currency
Blogs and social media are confusing what constitutes a paid-for space online. When it emerged that Range Rover had appointed 40 celebrity 'trendsetters' - including TV presenter Ben Shepherd and model Daisy Lowe - to tweet about its new Evoque...
What It's Really like Inside: Julian Graves
- How does the team come up with fresh marketing ideas? We bounce a few ideas around, from the serious to the ridiculous. We normally end up somewhere in the middle. - What are the perks of the job? A staff discount, pension and subsidised...