Marketing

Articles from October 27

Adwatch 27.10.10: Reebok Easytone
The product's 'toned buttocks' claim is strong, but this ad may hit a bum note with women. Gail Gallie, Chief executive, Fallon If Simon Cowell were to create a trainer, I imagine it would be something like the Reebok Easytone. They look trendy....
Andrew Walmsley on Digital: Murky Media Deals
Too many contracts create the illusion of value for brands and force agencies to live on kickbacks. As we set forth into Q4, and many of us lock and load for the Christmas rush, spare a thought for your humble media buyer. You might have sales...
Better Than Bricks and Mortar
Major retailers may have been late to the party, but innovations in ecommerce have brought down the cost of entry and mean 'clicks' may become more important than 'bricks', writes Mary Cowlett. News that the retailers Gap, H&M and Spanish-owned...
Biodiversity Challenge
Marketers need to help consumers make the brands-planet connection, writes Gemma Charles. Last week, the United Nations convened a conference in Japan aimed at tackling the alarming loss of animal and plant species. Biologists claim that the...
Brand Manager of the Week: Lisa Fielden, Manager, Brand Development, Toyota GB
- Describe yourself in three words Not enough time. - How do you define marketing? Forever intriguing. - What would you be doing if you weren't a brand development manager? Running a teashop by the sea. - What advice would you give...
Charities Join Forces for Women's Day Campaign
Amnesty, Save the Children, Oxfam and ActionAid are among the charities to have teamed up to launch a campaign to mark the centenary of International Women's Day (IWD) on 8 March 2011. The coalition has appointed ad agency Karmarama to devise a...
Editor's Comment: A Glint of Light in CSR Gloom
The collective groan issued by the UK public last week when the government revealed its Comprehensive Spending Review was drowned out only by the sobs from boardrooms across the country. While George Osborne's plan to save pounds 83bn will have...
Government Cuts Could Cost Industry Pounds 750m
Marketing services forecast to suffer a 6% fall in turnover over next four years. The marketing services industry is facing losses of up to pounds 750m in turnover over a four-year period as a result of the government's planned spending cuts. ...
Helen Edwards on Branding: A New Consumer Champion
With the demise of Consumer Focus comes an opportunity for marketers to gain competitive edge. Last week Consumer Focus, the organisation that fights for consumer rights, fell victim to the spending review axe. It will be abolished in 2012, saving...
Liverpool FC: The Once-Mighty Football Club Has Been Struggling off the Field as Well as on It
Five years ago, Liverpool FC beat AC Milan in the UEFA Champions League Final. The victory was hailed as a return to the glory days, but now the team is languishing in the relegation zone of the Premiership, having so far failed to meet expectations...
Marketing: Advertorial - Insight, Influence and Sales
Delivering the optimum customer experience lies at the heart of any contact centre strategy - and the starting point for sales activity must be an understanding of the customer profile. Sounds obvious, doesn't it? But there are both similarities...
Marketing Mole: We'll Call You - Costa Coffee
Ever alert to the exploitation of our fellow mammals, and the risks of a scorching latte in primate hands, Mole sought reassurance about Costa's latest TV ad. Costa Coffee: Hello, can I help? Mktg: Hi, I'm calling to find out about your new advertising...
Marketing Mole: Who Does Google Think You Are? - Peter Gutierrez, Managing Director, Jose Cuervo International
- The first link leads to Gutierrez's LinkedIn profile. - The second and third are to articles on Marketing's site. - The fourth is to a Brand Republic story about an agency hiring. - The final link is to Brand Republic's version of the profile...
Opinion: The Marketing Society Forum
Should brands do more to cash in on the rising popularity of Halloween? Taking a lead from the US, over the past decade, sales of Halloween-related merchandise have soared, meaning the festival is now the third biggest by value behind Christmas...
Out from under a Cloud
Travel brands should look to digital marketing to aid recovery, writes Loulla-Mae Eleftheriou-Smith. Luke Pollard, head of public affairs at the Association of British Travel Agents (ABTA), went on the offensive at the ABTA Travel Convention in...
Profile: An Inventive Approach
David James, marketing director for consumer at BT Retail, is working to cement the brand's popularity in new areas. Interview by Adam Woods. Picture this: David James, BT Retail's marketing director for consumer, shouting at his TV screen in a...
Retailers Top Consumer Trust as Banks Lose Out
The UK's bailed-out banks, including Lloyds TSB, NatWest and Halifax, are suffering a fall in consumer trust compared with their rivals, according to a new survey. Five high-street banks feature in the top 20 of the UK's most-trusted brands, based...
Specialists Lose Their Footing
Sales among specialist footwear retailers are increasing, but general clothing stores are gaining share in a highly complex market, writes Jane Bainbridge. From Louboutins to Red or Dead and Hush Puppies to Havaianas, the shoes you wear are as much...
Special Report: Contact Centres - Raising the Bar
Contact centres are no longer where customers go solely to place an order or make a complaint - technological advances and social media have enabled brands to use them as sophisticated engagement tools. Sainsbury's home-delivery service, part of its...
Tesco Readies Clubcard Scheme for Web Revamp
Retailer's 15m Clubcard holders to benefit from 'multichannel' relaunch in 2011. Tesco is relaunching Clubcard as an online loyalty scheme, in one of the most significant changes in the programme's 15-year history. From next year, 15m Clubcard...
The Indy's Extended Family
Can The Independent 's compact paper, i, revive its sister title's flagging fortunes? Like Apple's Steve Jobs, the Russian billionaire owner of The Independent, Alexander Lebedev, sees brand value in the letter 'i'. The launches of Apple's various...
The Next Generation
Point-of-purchase activity is no longer the poor relation in the marketing family, thanks largely to digital innovations and consumer demand, writes Mary Cowlett. While the economic downturn has compelled brands and retailers to reassess how they...
The Week in Marketing
- Berocca digital Boost Pharmaceuticals company Bayer is launching its first digital campaign for vitamin supplement brand Berocca. The campaign, created by JWT London, will promote variant Berocca Boost, which contains the natural stimulant guarana,...
Treasury Spending Review: Five Things You Need to Know
Whitehall marketing roles will vanish after the coalition's cuts take hold, writes Gemma Charles. - Marketing job losses An investigation by Marketing has found that up to 100 government marketing jobs are under threat as individual departments...
What It's Really like Inside: Gumtree
- How does the team come up with fresh marketing ideas? We're a small team, but we're hungry for innovative and creative ideas Anyone across the business at Gumtree can float an idea and it will be seriously considered if it improves the user experience....