Marketing

Articles from June 8

Adwatch 08.06.11: Oreo
US cookie brand is trying to teach old dogs new tricks with its unsavoury 'lick race' ad. 'Mmmmm, cookie!' The famous words of Sesame Street's Cookie Monster shall always be the most poignant expression of man's desire for a sugary treat, in my...
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AGA Targets Busy 'New Generation' in Overhaul
The classic British cooker company AGA has overhauled its brand and introduced a new product as it targets a younger, environmentally aware audience of affluent consumers. The revamp will be supported by a press and PR campaign through integrated...
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Alan Mitchell: Reinventing Marketing - Hard Talk Is the Key to P&G's Success
Procter & Gamble's impressive ability to adapt demonstrates that open communication is the secret of a healthy business, writes Alan Mitchell. Not long ago, Pringles was one of Procter & Gamble's celebrated billion-dollar brands. This April,...
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Andrew Walmsley on Digital: It's Taking Part That Counts
The case for participation-led integration should be predicated on the hidden costs of not doing it. About 10 years ago, I was at the ISBA conference listening to Bruce Haines, then chief executive of Leo Burnett, making a laudable stab at arguing...
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Bookatable.com Rolls out First TV Campaign
Restaurant-booking and deals website Bookatable.com is embarking on its biggest marketing push to date, in a drive to differentiate itself from rival services. The site, which launched in 2007, is rolling out its debut TV ad, created by production...
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Brand Manager of the Week: Jonny Challenger, Co-Founder, StyleCompare.Co.UK
- What three words describe you? Ingenious. Ambitious. Tall. - What advice would you give someone starting their marketing career today? Know your audience. Don't try to change them, but change your business and create new models and markets...
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Childhood Review Calls for Marketing Rethink
Bailey Review bans under-16s from all peer-to-peer marketing activities. Marketers have been put on alert by several recommendations in the long-awaited Bailey Review, which was published this week. The report, which has been backed by Prime...
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Editor's Comment: Top-Notch Targeted Journalism
This summer marks a significant transition for Marketing as we introduce a subscription model for print and online content (see page 3). It's an important, nay vital, move as we seek to boost our ability to provide high-quality journalism. It allows...
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Gary Mac Manus: Reach - What's in a Name?
Field-marketing companies worth their salt are the ones that have adapted to changing client needs, the economic environment and technological developments. The rest are mere people brokers. There are many professions that have umbrella, catch-all...
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Helen Edwards on Branding: With Friends like These
The quest to prove the link between Facebook 'likes' and commercial value is fraught with difficulty. Marketing is often a frustratingly indirect discipline, with a diffuse relationship between activity and the bottom line. So practitioners spend...
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Marketing Mole: We'll Call You - Marks & Spencer
Every good Mole loves their mum. So when we heard that M&S, Ma Mole's favourite emporium, plans to make its store layouts simpler, we had to find out more. Mktg Hi, can you put me through to a customer service person please? M&S Hi, my...
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Marketing Mole: Who Does Google Think You Are? - Sally Cowdry, Marketing Director, O2
- The first link is to a profile on Brand Republic from 2007. - The second is the search result page for 'Sally Cowdry' on Brand Republic. - The third link is to an industry site's story about Cowdry's maternity leave. - The fourth shows her...
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Martin Ryan: CPM (UK) - the Path to Purchase
As the retail space becomes more complicated and competitive, field marketing is a crucial part of a brand's success. The leading practitioners are responding with highly evolved skills and insights. Field marketing provides brand owners with their...
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Odeon Set to Take Film Bookings Via Facebook
Odeon is looking to sell tickets through a transactional Facebook store as an additional way to drive people to its cinemas. The UK's biggest cinema chain is developing a store that will allow visitors to purchase tickets without having to leave...
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Opinion: The Marketing Society Forum - Do Private-Equity Stakeholders Value the Role of Marketing?
New Look has lost its chief marketing officer, following the exit of its chief executive amid pressure from the retailer's private-equity stakeholders, raising questions over the latter's priorities. YES - ANDREW WARNER, SENIOR MARKETING DIRECTOR...
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Peter Cole: Cosine - the Countdown Has Begun
Brands that want a bit of Olympics stardust to rub off on them need to start planning for the event of a lifetime before it's too late. The trick is to hire an agency that knows how to leverage the Games. London 2012 is fast approaching. The Games...
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Pet Projects
With research showing that 70% of people treat their pets as they would a child, it's little wonder the sector is defying the recession, writes Jane Bainbridge. Anthropomorphism is a way of life for many pet owners and the pet-food industry has...
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Pixar
Its visual effects wow audiences, but storytelling is at the heart of the brand's phenomenal success. With no fewer than 26 Academy Awards, seven Golden Globes and three Grammy awards to its name, Pixar remains at the forefront of animation and...
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Profile: The Best-Kept Secret in Retail
Anna Crona, marketing director for IKEA UK and Ireland, is working to inspire shoppers to spend more on their homes. When IKEA is presented with the prestigious 2011 Cannes Advertiser of the Year Award later this month, Anna Crona, marketing director...
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Special Report: Field Marketing - Brands Go Back to the Shop Floor
Losing a potential customer on the shop floor is every brand's nightmare, which is why field marketers are combining traditional techniques with the latest technology to snare them, writes Suzy Bashford. The idea that retailers' senior management...
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Stella Artois 4%
After a great start, sales of AB InBev's lower-strength lager variant have dived, writes Alex Brownsell. Stella Artois 4% racked up sales of pounds 30m in its first seven months on sale in 2008, supported by swinging-60s-inspired marketing. Its...
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The Week in Marketing
- Monarch repositions Airline Monarch is relaunching in an effort to position itself as a service offering customers 'greater freedom' to select the products they require. The revamp, the brand's first in seven years, will introduce its first strapline,...
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We Know Where You Live
Retailers are waking up to the value of tailoring stores to their customers' locality, writes Ben Bold. The UK retail industry has been on the receiving end of a lot of criticism over recent years, particularly with regard to the role it has played...
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What It's Really like Inside: Miller Brands
- How does the team come up with fresh marketing ideas? We hold regular brainstorming sessions but are always looking for new ideas. We visit pubs, bars and stores, keep up with the latest trends and hold regular consumer research groups. It's also...
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When Brands Go Live
In the age of instant gratification and social media, creating live content is a vital, but complex, emerging channel for brands, writes Nicola Clark. Exciting and immediate, the rough edges and risks of live broadcasting have long been key to the...
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