Marketing

Articles from September 15

Adwatch 15.09.10: Mercedes-Benz
This 60-second spot fails to live up to the marque's 'The best or nothing' endline. NICK DUTTON, Managing partner, global network, Arnold Worldwide It's quite remarkable. Gottlieb Daimler falls asleep in his own ad. But I jump the gun ......
Alan Mitchell: Reinventing Marketing - Behavioural Economics Has Yet to Deliver on Its Promise
The discipline may have undermined the assumption that consumers make rational decisions, but it has not come up with a credible alternative explanation for their motivations, writes Alan Mitchell. Is behavioural economics (BE) really the marketing...
Andrew Walmsley on Digital: Screen Grab
Google and Apple are set to slug it out over a web TV market that has barely got off the ground. Across the land, the creaking of sofas has been heard over the past week as 60m bottoms nestled back into familiar depressions in their furniture. ...
A Results-Driven Business
The England football team's lack of a sponsor is down to its failures on the pitch not off it. Over the past decade, the word 'metatarsal' has found its way into the vocabulary of most football fans, following the foot injuries suffered by David...
Brasso Gadget Care to Target iPod Generation
Reckitt Benckiser is to relaunch its Brasso brand with the addition of a product targeting consumers who own devices such as MP3 players and e-readers. Brasso Gadget Care will be launched in November. It will be supported by a yet-to-be unveiled...
Chivas Brothers Backs Whiskies with 'Age' Push
Chivas Brothers is rolling out a long-term, multi-brand ad campaign aimed at educating consumers about the importance of a whisky's age. The 'Age matters' activity, created by Euro RSCG, will run in 15 markets, including the UK, Australia, Japan,...
Comet Overhauls with 'Come and Play' Message
Comet is aiming to lure customers in-store by positioning its outlets as entertainment hubs. The Kesa Electricals-owned brand is rolling out a multi-million-pound push based on the strapline 'Come and play'. The ads, created by Euro RSCG, will...
Editor's Comment: The Power of Prediction
Times have changed since Jim Stengel got into advertising in the late 70s (fewer flares and less facial hair, for starters), but, as the former Procter & Gamble global marketing chief points out on page 16, there has been a fundamental shift in...
Google Instant Heralds Advertising Challenge
Service expected to have profound impact on brands' approach to paid search. Brands will be forced to adjust their search-marketing strategies following the introduction of Google Instant, according to industry experts. The tool, which has been...
Grolsch: The Beer Is Maintaining Its Premium Positioning and Pricing despite Struggling Sales
With sales down by nearly a quarter in the past year, one might assume that the Grolsch brand's owner in the UK, Molson Coors, would be panicking about the direction in which the 400-year-old beer is heading. Instead, the brewer has been doggedly...
Helen Edwards on Branding: You Have to Walk the Walk
Your brand may have 'good values', but failure to live up to them affects all aspects of your business. The marketing instinct is to seek differentiation, which explains why marketers rarely take inspiration from their corporate values. What were...
Jeremy Lee on Media: Prime Mover Disadvantage
As Andy Duncan found at Channel 4, it's not about being first, it's what you do when you get there. It was difficult to suppress a snigger - let alone a belly-laugh - on hearing that the former Channel 4 chief executive, Andy Duncan, had been hired...
Marketing Mole: We'll Call You - Nokia
Pamela Anderson is a famous animal-lover so when Mole heard Nokia was offering the chance to co-star with her in a short film we wanted to know more. Nokia: Good afternoon, Nokia, how can I help? Mktg: Hi, I was calling to find out about the...
Marketing Mole: Who Does Google Think You Are? - Adam Rostom, International Marketing Director, Dyson
- The first link takes us to Rostom's LinkedIn profile. - The second and third results push to articles on the Marketing website about Dyson hiring 15 new marketers. - The fourth link is to Rostom's entry on zoominfo.com. - Lastly there is...
Market Research: Market Research Leagues
With the industry undergoing major upheavals, now is the time for brands and agencies alike to reassess their strategies, writes Mike Fletcher. Over the past two years, there has been unprecedented change in the market research industry. In 2008,...
Opinion: The Marketing Society Forum - Is Apple's Ping Entering the Social Networking Scene Too Late?
On 3 September, Apple launched Ping, a social network offering music-recommendation and sharing features within iTunes. The iTunes store worldwide has more than 160m registered log-ins. NO - STEVE STRETTON, CREATIVE PARTNER, ARCHIBALD INGALL STRETTON...
Politics of Transparency
Plans to publish details of vetoed government campaigns raise many issues, writes Gemma Charles. The plan to release details of ad campaigns vetoed by the Cabinet Office could be seen as yet another indignity for government marketers already reeling...
Profile: Global View, Local Focus
Stefan Gaa, group marketing director at Reckitt Benckiser, is revelling in the company's focused push for growth. Interview by John Reynolds. The corporate headquarters of Reckitt Benckiser (RB) is characteristically unprepossessing, well-suited...
Q&A: Jim Stengel - Shared Wisdom
The ex-P&G chief is keen for senior marketers to learn from each others' success. In 2008, Jim Stengel, then global marketing director at Procter & Gamble, ended his 25-year tenure at the company to set up his own think tank and consultancy....
Sector Insight: Men's Grooming - Failure to Clean Up
The sector is diversifying as male consumers demand a wider range of products, but competition could drive down value, writes Jane Bainbridge. Russell Brand has championed the tousled look while David Beckham prefers a more manicured style, but...
The Week in Marketing
- Ford S-MAX events Ford last week hosted two experiential marketing events to promote its S-MAX MPV model. The interactive events, which took place at the Senate House in London and Ventilation Building in Liverpool, featured the projection of...
What It's Really like Inside: Continental Tyres
- How does the team come up with fresh marketing ideas? We have monthly meetings to plan campaigns. We also have long-standing relationships with agencies that really understand our business - their external perspective helps us avoid getting bogged...