Marketing

Articles from June 23

Adwatch: Kleenex Velvet - 'Factory'
I think this is executionally what we used to call a category buster. A rare ad that stands outside the norms, does things differently and redefines the boundaries of what is permissible within a given category. And what a category it is. Toilet...
Amanda Aldridge on Retail: Dixons Won't Be Last to Abandon the High Street
From which retailer do you buy your electrical goods? Go back a few years and the answer might well have been the Dixons store on your local high street. But today it is a different story, and Dixons recently announced that it was to close more than...
Brand Builders: Spencer Hart
Its suits may be expensive, but Spencer Hart offers Savile Row style and the ultimate in cool. Ring the bell to enter Spencer Hart's shop on Savile Row and the first thing that strikes you is the layout. Instead of being confronted by rails of clothes,...
Brand Health Check: Matalan
The discount homewares and fashion chain once took the retail sector by storm and was the darling of the City, but its current situation is far less inviting, reports Alexandra Jardine Just a few years back, Matalan was the darling of the retail...
Campaign Casebook: Sky+
BSkyB illustrated the benefits of its personal video recorder by highlighting its harmonious effect. Sky+ was always going to be a tough brief for an advertising agency. Although personal video recorders (PVR) are loosely modelled on video cassette...
Careers: Brand Manager of the Week - Brendan Moffet, Brand Manager, Emap Performance
Why did you get into marketing? I used to get into trouble for putting posters and flyers up at school, but enjoyed the buzz around publicity. What would be your dream job? Communications director for Real Madrid. What is your favourite...
Careers: What's It Really like Inside - GSK Nutritional Healthcare
What's the atmosphere like in the marketing department? Lively. Everyone is up for a laugh. There's lots of coming and going and no one sits at their desk all day. I'm surrounded by inflatable donkeys because of Ribena's Shrek 2 'win a donkey' promotion....
Design: Design Leagues Top 100
The design sector has fought against the recession by taking on a more strategic role, says Drew Barrand 2003 may not have been a great year for the majority of marketing disciplines in the UK, but design stands apart as a sector that found a way...
Design: UK Design Goes Global
Brands are breaking down global barriers by hiring UK design agencies to unify their international identities, reports Drew Barrand That the world is getting smaller is an oft-recited cliche, but in the case of design, it is an entirely appropriate...
Experiential Marketing: The Exposure Effect
Experiential activity, although low on the list of priorities, could be the industry's new line of defence against increasing consumer cynicism. Suzy Bashford reports Eighty-three per cent of consumers find experiential marketing more personal than...
Helpline
Samuel Solley takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer POWER GIFT Q: We're trying to source some unusual corporate gifts that customers will value, rather than a gimmick that...
Marketing Employer of the Year: Vote to Reward Top Employers
Marketing and StopGap once again join forces to find out if Ford and Bravissimo can hold onto their 2003 accolades What does it take to be the UK's top marketing employer? Which are the best companies to work for in 2004 and beyond? In a few months...
Marketing Mix: Persil - We'll Call You
We rang Persil to see whether its careline could get to the bottom of a problem with our pants Persil Hello, Persil careline. Mktg I'm always turning my boyfriend's boxer shorts pink. I don't know why - there's nothing pink in the wash. Persil...
Mark Ritson on Branding: Apple's Innovation Is the Hard Route to Profits
Apple's iTunes Store is about to become a billion-dollar blockbuster that will one day take its rightful place next to the Ford Model T and the IBM PC in the Marketing Hall of Fame. But does it set an unhelpful precedent for companies hoping to emulate...
Media Analysis: Sky Faces Freesat Balancing Act
As the pay-TV giant enters the free-to-air arena, it must beware of harming its subscription revenues, says Andy Fry BSkyB's recent announcement that it will launch a free-to-air digital satellite package this autumn took the TV market by surprise....
News Analysis: Competition Hots Up for Summer
Drink sales rocketed during the 2003 heatwave. Clare Dowdy finds advertisers hoping for a repeat performance For certain brand owners, there is no such thing as a summer holiday, as it is at this the time of year when they throw all their weight...
News Analysis: McDonald's Defends Football Links
The fast-food chain is eager to counter criticism of its Euro 2004 sponsorship. Mark Sweney reports from Portugal It is hard to imagine a major sporting event without McDonald's as a sponsor. Yet with the obesity issue placing the company's business...
Opinion: Marketing Society - Chip and PIN Can Build Loyalty
Some marketers believe chip and PIN technology has little to do with relationship marketing. They are either blinded by its anti-fraud properties or believe that chip and PIN cards are no different from stored value cards (SVCs). Some claim the...
Presswatch: Marks & Spencer - 'Pretty Hot'
'Pick one of the highest- recalled national press campaigns and write about it'. Easy, I thought. Actually it turned into a rather scary lesson on what's happened to national press advertising. Where have all the brand campaigns gone? I had a wide...
Profile: Future Scope - Karen Thomson, Chief Executive, AOL UK
Karen Thomson has a lot to answer for. Viewers wondering who lay behind the unleashing of saccharine Connie and her irritatingly perfect bob haircut onto our television screens, need look no further. Thomson, hired by AOL in 1995 to launch the brand...
Raymond Snoddy on Media: Rothermere's Radio Stake Can Unlock Goldmine
The really interesting media company to watch in the next few months will be the Daily Mail and General Trust (DMGT) and its young chairman the Viscount Rothermere. Everyone, including some of his own senior executives, expected the Viscount, with...
Sector Insight: Broadband - Bandwidth Revolution
As the range of connection speeds widens and prices fall, subscribers are flocking to broadband. THE BACKGROUND Until recently, broadband was regarded as a service of the future and one confined to internet nerds or home workers. However, thanks...
The Marketing Society Awards 2004: Brand Development
WINNER Client: Silentnight Beds Agency: In-house In producing more than 8000 beds a week, Silentnight can justifiably lay claim to being the number one bed brand in the UK. However, while the brand commands a majority 15% share of the divan market,...
The Marketing Society Awards 2004: Brand Revitalisation
WINNER Client: Beefeater Agency: In-house COMMENDED Client: Lever Faberge Agency: Lowe & Partners From a position of strength during the 70s and 80s, Beefeater was a brand in decline prior to 2003. The firm was losing significant market share...
The Marketing Society Awards 2004: Cause Related Marketing
WINNER Client: Tesco Agency: In-house COMMENDED Client: Lloydspharmacy Agency: Mustoes Tesco's partnership with Cancer Research UK's 'Race for Life' has made it one of the UK's biggest fund-raising events, with pounds 32.5m raised for the charity...
The Marketing Society Awards 2004: Customer Insight
WINNER Client: Freeview Agency: DFGW COMMENDED Client: Marks & Spencer Agency: Rainey Kelly Campbell Roalfe/Y&R In successfully launching Freeview to a consumer marketplace that was confused about the proposition of digital television, the...
The Marketing Society Awards 2004: Grand Prix
WINNER Client: Interbrew UK Agency: Lowe & Partners In an economy-conscious world where many products and services are marketed on price, Stella Artois has long stood apart as a brand that was not afraid to promote itself as 'reassuringly expensive'....
The Marketing Society Awards 2004: Internal Marketing
WINNER Client: Barclays Capital Agency: McCann Relationship Marketing Barclays Capital began using e-commerce systems about five years ago. However, while the medium has the potential to generate significant income, it has been largely forgotten...
The Marketing Society Awards 2004: International Brand Development
WINNER Client: Sanford Corp. Agency: Bartle Bogle Hegarty The advent of the electronic communications age has had a profound effect on Sanford Corp. brand Parker Pen, which had become a declining brand in a declining category. To counteract the...
The Marketing Society Awards 2004: Loyalty
WINNER Client: British Gas Agency: In-house Customer loyalty and retention is central to British Gas' vision to be the leading provider of essential home services in the UK. The ability to increase loyalty levels among the 15m customers of its...
The Marketing Society Awards 2004: Marketer of the Year
WINNER - SYLVIE BARR, HEAD OF MARKETING, CAFEDIRECT Mixing social responsibility with profitability has never been an easy task, but for Sylvie Barr, Cafedirect's head of marketing, it's a challenge she has met head-on. A fair trade company selling...
The Marketing Society Awards 2004: Marketing Achievement
WINNER Client: Interbrew UK Agency: Lowe & Partners COMMENDED Client: Ginsters Agency: Bartle Bogle Hegarty Interbrew UK's Stella Artois premium lager brand had long marketed itself under the strapline 'Reassuringly expensive'. However, in the...
The Marketing Society Awards 2004: Marketing Communications
WINNER Client: The Number 118 118 Agency: WCRS COMMENDED Client: Lever Faberge Agency: Bartle Bogle Hegarty COMMENDED Client: Honda UK Agency: Wieden & Kennedy With more than 20 companies competing in the race to take over the provision of telephone...
The Marketing Society Awards 2004: New Brand
WINNER Client: Freeview Agency: DFGW When the Freeview digital terrestrial platform launched more than a year ago, the move was greeted with a certain amount of scepticism given the high-profile problems of previous digital terrestrial platforms....
The Marketing Society Awards 2004: Organisational Change
WINNER Client: British Gas Agency: Clemmow Hornby Inge COMMENDED Client: Greene King Brewing Company Agency: In-house At the beginning of 2001 British Gas existed as three separate businesses: energy, telecommunications and home services. While...
The Marketing Society Awards 2004: Sponsor's Statement
Accenture is the proud sponsor of the Marketing Society Awards for the third year running. In a year of dramatic changes, it is with great pleasure that we join in this celebration of marketing achievements. Marketing today has become far more challenging...
The Marketing Society Awards 2004: Young Marketer of the Year
WINNER - KATE HARDCASTLE, MARKETING MANAGER, SILENTNIGHT BEDS When Kate Hardcastle took up her role as marketing manager at Silentnight Beds in 2000, the brand was seeking to push on from its existing market share of 12%. Chief among the company's...
Travel's Big Four Offer Lesson in Survival
It is said that travel broadens the mind - and for the purveyors of holidays to the Great British public, that has certainly proved the case. It is hard to think of another industry that has been so fundamentally affected by change both to consumer...
Travel: Trouble Strikes the Travel Agent
TUI, MyTravel, Thomas Cook and First Choice could become extinct if they cannot cater to do-it-yourself holidaymakers. Selling holidays used to be pretty straightforward for the big four travel companies, if a little tight on margins. They controlled...