Marketing

Articles from March 9

Adwatch 09.03.11: British Gas
Feelgood ad launching energy company's offer of Nectar points is a tactical triumph. It must be tough, being in charge of a high-profile company in one of Britain's most-hated industries. You do your job really well, make loads of money for your...
All in the Experience
Lavish corporate holidays and wild company parties may be a thing of the past, but experience vouchers are filling the gap, writes Nicola Clark. Seven nights on Richard Branson's Necker Island, where a team of 60 staff is on hand to cater to your...
Andrew Walmsley on Digital: Newspaper Ad Relics Die Hard
If newspapers can learn anything from their digital rivals, it is how to synchronise their ad sales. A cross business, the 80s brought a widespread sweeping away of old-fashioned, inefficient paper-based systems. Big Bang took the City of London...
Brand Manager of the Week: Natalie Dilloway, Chessington World of Adventures Resort
- Describe yourself in three words. Hard-working, creative and sociable. - How do you define marketing? Marketing is about creating, communicating and delivering an engaging, consistent and clear message to a targeted audience. - What would...
Bupa Shifts Strategy to Promote Service Range
Healthcare provider Bupa is overhauling its marketing strategy to promote a broader range of its activities and appeal to a bigger audience. A global TV, print, outdoor and digital push, developed by WCRS, replaces the long-running 'Shapes' animated...
Can Customer Magazines Survive in Print?
NO - JON DAVIE, managing director of digital content specialist Zone, says digital distribution channels are the future Print is a great medium for showcasing brilliant content. However, falling circulation figures and rising distribution costs...
Corporate Incentives
Salary freezes, redundancies and continued concerns over the strength of the economic recovery have led to many companies making incentives a key way to motivate a lacklustre workforce, writes James Quilter. Whether it is the bankers' bonuses, heavy...
Costa Targets Tesco with Express Self-Serve Offer
Costa Coffee is looking to form a partnership with Tesco and The Co-operative as part of plans to rapidly expand its Costa Express brand. Costa's owner, Whitbread, last week announced that it was buying Coffee Nation, and its 900 self-service vending...
Editor's Comment: Offliners Represent Rich Pickings
Talk to brand managers or their agencies and, apparently, we all live in the 'post-digital' age. A friend of mine recently overheard two teenagers on a bus saying: 'CDs used to be great, didn't they? You could wave them around and they had proper...
Frothy Performance
Brand innovations are continuing to drive a long-term revival in the fortunes of the once-again trendy cider sector, writes Jane Bainbridge. The days when more than 350 types of apple were grown specifically for cider production may be gone, but...
Helen Edwards on Branding: The Height of Fame
Even Asia's biggest airline can benefit from going back to basics in the pursuit of brand awareness. Shinichiro Ito is puzzled. The chief executive of what's-its-name, thingy airlines, a Japanese one - oh, yes, that's it, ANA - wonders why no...
Marketing Mole: We'll Call You - Sheilas' Wheels
When Mole heard that a European ruling was going to put an end to cheaper car insurance for women, we realised that our policy was up for renewal soon Mktg: Hi. I'd like to get a quote on car insurance. Sheilas' Wheels: Of course. Mktg: I've...
Marketing Mole: Who Does Google Think You Are? Mark Hardy, Marketing Director, Syco Music
- The first link is to a trade magazine report of Hardy's appointment. - The second and third results link to similar stories. - The fourth link is to a Marketing profile of Hardy. - The final link is to another story about his appointment,...
Marketing Promotion: Integrated Measurement for Integrated Marketing
Nick Manning, the managing director, business development, of media and marketing analytics company Ebiquity, explains how it can help brands maximise their ROI. Q. What is Ebiquity and what do you do? A. Ebiquity is a new brand, but a well-established...
Martha's Mission
As her campaign to enable everyone in the UK to use the web hits its 1000th partner milestone, UK Digital Champion Martha Lane Fox reveals how brands are playing a crucial role in Race Online 2012. Setting out to bring online the 9m people in the...
Memo to New CEO: Tips from the Trade
Philip Clarke has big shoes to fill as he takes the reins from Sir Terry Leahy at Tesco. Rachel Barnes canvassed the industry on what should be high on his agenda. Last week marked the leadership handover of a global superpower. After 23 years...
New Look
The budget clothing chain is struggling following a series of knock-backs, writes Nina Rosandic. The UK high street is a tough place for even the darlings of retail at the moment, with can-do-no-wrong Primark warning of a 'noticeable slowing down'....
Opinion: The Marketing Society Forum
Should brands help the government by handing over their customer data? Whitehall officials are in talks with brands as a possible precursor to the abolition of the national census and the use of loyalty cards and other customer records to gather...
Pimm's Aims to Crash Royal Wedding Parties
Summer drinks brand to mount activity intended to capitalise on public holiday. Diageo is plotting a tactical marketing campaign around next month's royal wedding, flooding the market with Pimm's-branded bunting for use at the thousands of street...
Profile: A Social Revolution
Brian Waring, vice-president of marketing and category for Starbucks UK & Ireland, wants to make a connection. Interview by Gemma Charles. Brian Waring, the vice-president of marketing and category for Starbucks' UK and Irish operations, exudes...
Sky's Glossies Go Digital
Is Sky's shift from print to online a sign of things to come in customer publishing, asks Nicola Clark. With a combined circulation topping 15m, news that two of the triumvirate of Sky customer titles - Sky Sports Magazine and Sky Movies Magazine...
The Week in Marketing
- Wrigley Extra ad push The Wrigley Company is rolling out a multi-million-pound ad campaign promoting its Extra chewing gum brand. The push will feature its established 'Food Creatures', which encourage consumers to chew gum after eating. Ads use...
Travel Brands Unite for 'Fair Tax on Flying' Push
A group of travel brands including British Airways and Virgin Atlantic has launched a joint campaign against the government's aviation taxation policy. The 'Fair Tax on Flying' digital, social media and PR push, led by travel trade association...
What It's Really like Inside TotalRock
- What is TotalRock? A DJ-driven internet radio station devoted to rock and metal music, ranging from 60s West Coast through the many shades of extreme guitar music right up to today's metal - but, most of all, with a raison d'etre to encourage tomorrow's...