Marketing

Articles from April 25

Adwatch
Marketing's unique weekly analysis of advertisement recall in association with tns. Tesco Chain's 'pounds 5 off pounds 40' offer ignores its fundamental strategic problems There isn't a more fascinating, complex issue in marketing at present...
Alcohol Anonymity
A proposal to make plain packaging mandatory is a new worry for drinks brands. Hardly a week goes by without the alcohol industry unveiling a corporate social responsibility initiative, but it appears that such activity is falling on deaf ears in...
And Finally: We'll Call You - the Co-Operative Food
Mole has contracted a serious case of Diamond Jubilee fever, so an offer on the grocery chain's site to 'win a Jubilee street party' promised to tackle the symptoms. Mktg Hi, do you know anything about The Co-operative giving away vouchers to host...
Brand Barometer
As the countdown to the London Olympics intensifies, sponsorship has come sharply into focus this week. A blog by Generate Sponsorship's managing director, Rupert Pratt, argued the lack of Olympic branding opportunities meant marketers should return...
DIY Retailing
Retailers' fortunes have been mixed amid post-recession changes in spending. MAIN PLAYERS JO KENRICK - Marketing director, Homebase Kenrick is an experienced marketer, having worked at Woolworths, Asda, PepsiCo and Mars. She is also a former...
Guru
The proliferation of social media can leave marketers to deal with a firestorm of negative comment when something goes wrong, writes Mhairi McEwan, but it also presents a priceless opportunity. Q: We've had a bad month on customer relations, with...
Instagram
What lies ahead for the photosharing app after its dollars 1bn takeover by Facebook, asks Kim Benjamin. Instagram has amassed more than 30m users since its launch just 18 months ago. It is little surprise, then, that the smartphone photosharing...
Marketer of the Year Poll
The past year has brought big changes to the business landscape, forcing marketers to be more resourceful than ever. These are the nominees for The Marketing Society Marketer of the Year 2012, to be voted on by readers of Marketing and presented at...
Naim
The highly-respected audio brand is known for its understated design and ground-breaking systems. Like many specialist British brands, high-end audio manufacturer Naim was born out of a slightly obsessive quest to create a product that performed...
Opinion
A proposal to limit tax relief on donations has met with much bleating, but charities that play the victim are being disingenuous. One of the cleverest fundraising ideas devised by the charity sector was the Christmas goat. Instead of wrapping...
Orange Charity Split despite PM Backing
Suspension of Orange RockCorps sponsorship hints at demise of mobile brand. Orange has put its sponsorship of the RockCorps gigs on hold, in a decision that will add to speculation that the mobile brand will be dropped by parent company Everything...
Profile Builder: Who Google Thinks You Are ... Dan Cobley
Vice-president and managing director, UK and Ireland at Google. - The first link is to Cobley's Twitter account. - The second is to his profile on TED. - The next is to a YouTube video of Cobley speaking at HSBC Start-Up Stars, where he was...
Shift
The beautiful story of Caine's Arcade shines a light on the shifting currents of the post-digital world, writes Nicola Clark. It's not an app, it wasn't dreamed up by teenage coders in a Palo Alto garage and it is made entirely of cardboard, yet...
Tech
The figure attached to Facebook's buyout of photosharing service Instagram reflects the value of the data generated by the core business and the thriving 'Instagram economy', writes John V Willshere. A billion dollars really is quite a lot of money....
The Marketing Interview: Carolyn McCall
The easyJet chief executive wants to assign its spats with rivals to history and highlight the airline's value proposition. It is on an easyJet flight, wedged between chief executive Carolyn McCall and the carrier's marketing director, Peter Duffy,...
The Marketing Society Forum: Should Certain Types of Brands Be Prohibited from Sponsoring Sport?
McDonald's and Coca-Cola have been criticised as unsuitable Olympic sponsors in some quarters. NO - BRENDAN TANSEY, CHIEF EXECUTIVE UK, WUNDERMAN This is not a simple question, because many food companies make a range of products from healthy...
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. - Tesco to 'build better brands' Tesco chief executive Philip Clarke has said the supermarket needs to refocus on its 'every little helps' philosophy...
When Social Media Turns Bad
The avenues for instant feedback afforded by social networks often result in a stream of negative comme nts from consumers, but how should marketers react, asks David Benady. The proliferation of social media has offered marketers an unprecedented...