Marketing

Articles from March 24

Adwatch 24.03.10: Confused.Com
The price-comparison website evokes memories of Bullseye with its savings-themed ads. Cast your mind back, if you will, a mere 18 months. Price-comparison sites had no desire - and no right - to be fun. There were rules, goddammit, a formula....
All-Day Breakfast
Consumers have changed their perception of cereal bars from a breakfast alternative to healthier snack option. Cereal bars have proved a lucrative market extension for breakfast cereal manufacturers as they tap into the snacking tendencies of UK...
Among the contenderS
The potential winners of this year's Marketing Society Awards for Excellence form a strong line-up. The shortlist for the Marketing Society Awards for Excellence 2010 has been revealed, with brands competing for coveted trophies in categories including...
Andrew Walmsley on Digital: Best Behaviour
Understanding the different types of behavioural targeting will help you refine your online strategy. If I wanted to sell a lawn mower, the traditional approach would be to determine the demographic profile of lawn mowers, and match it with the...
Brand Manager of the Week: Aimee Reason, Junior Brand Manager, Chupa Chups
- Describe yourself in three words. Passionate, focused, strategic. - How would you define marketing? Linking needs to commercial opportunity. - What would you be if you weren't a brand manager? A McLaren F1 Driver. - What advice...
Called to Accounts
As the Post Office looks to push its high-street banking offer, Alex Brownsell weighs up its prospects. In an effort to justify the continuing existence of a network of 12,000 Post Office branches, politicians have long been nudging the brand toward...
Champagne
Export sales have tumbled as consumers switch to cheaper alternatives, writes Jeremy Lee. As a product that is emblematic of excess, it is perhaps not so surprising that sales of Champagne have been in decline. After all, there has been precious...
Dr Martens Uses Music to Build Online Presence
Dr Martens is planning its biggest digital marketing push to date as it looks to modernise its image. The activity, devised by creative agency Exposure, marks the footwear brand's 50th anniversary; it aims to celebrate Dr Martens' rich association...
Editor's Comment: COI Deserves Industry Support
The confirmation that the COI was the UK's biggest spending advertiser last year, revealed exclusively in this issue, will come as little surprise to industry-watchers, but it will serve to fuel the political fires ahead of the general election. ...
Electoral Commission to Target Young Voters
The Electoral Commission is rolling out an integrated drive to increase youth turnout at the general election. It will run full-page ads in Bauer Media titles including Heat, FHM and Closer, as well as TV and online ads through a tie-up with 4Music....
Levi's Crafts Its Image
The clothing brand has put a modern spin on its heritage by focusing on craftwork. For more than 20 years, the Levi's marketing strategy was defined by big blockbuster TV ads, usually accompanied by a chart-topping soundtrack. In more recent times,...
Lipton Ice Tea Shelves TV Ad Campaign Plans
Soft-drinks brand will run spots online as it struggles to break into UK market. Lipton Ice Tea is scaling back its UK marketing plans, with industry experts suggesting that the brand could struggle to find favour with consumers here. The brand...
Luxury Brands Focus on Digital Retail Experience
A growing number of luxury brands and high-end retailers, including House of Fraser and Selfridges, are preparing to launch virtual shopping experiences using cutting-edge digital technologies. Developments such as augmented reality, which can offer...
Marketing Mole: We'll Call You - Microsoft
Mole has noticed that Microsoft is making a fuss about Bing, its 'decision engine', but wants to know what it actually does, how it's used and where we can get it. Microsoft Good morning, Microsoft Service Centre, (name) speaking. Can I take your...
Marketing Mole: Who Does Google Think You Are? - Will Abbott, Marketing and Communications Director, Freesat
- The first result is for LinkedIn, where Freesat's Will Abbott ranks fourth out of 25, with 44 connections. - The second link is to a blank entry on tv.com. - Third is a link to a BBC blog that mentions Australian MP Tony Abbott Fourth is a...
Marketing Promotion: The Thinkboxes Winner for January/February 2010
Pure TV brilliance from IKEA IKEA may be synonymous with bookcases and meatballs, but it is less well-known for its kitchens. While competitors with bigger adspends use pictures of 'perfect' kitchens being showcased by actors, IKEA wanted to...
Mark Kleinman on Marketing and the City: A Different Sort of ROI
Retailers rely on a sound understanding of consumers - an understanding worth its weight in gold. The high street is haunted by the ghosts of retailers who thought they knew their customers, but didn't. It is just over 15 months since the demise...
Mark Ritson on Branding: A Fond Farewell
After eight years and a quarter of a million words, the time has come to say goodbye to my readers. Well, this is it. After eight years as your humble columnist I have decided to resign the post and head off into the great blue marketing yonder....
Opinion: The Marketing Society Forum - Should Charities Use Ads to Compare Themselves with Each Other?
Imminent changes to the codes of practice governing advertising will allow charities to detail the proportion of their funds that goes directly to the cause in question against that of their rivals. NO Jane Asscher, Managing partner and founder,...
The Week in Marketing
- Npower print activity Npower is rolling out a print ad campaign starring Wallace & Gromit to drive awareness of the brand, following the launch of its revamped visual identity. Both the red and blue logo and the forthcoming activity aim to...
Top 100 Advertisers
Many major brands were forced to scale back their marketing budgets during 2009, allowing those that maintained or grew their adspend to take advantage of reduced media costs. Last year was one most marketers would prefer to forget. Industry bodies'...
What It's Really like Inside: Visit London
- How does the team come up with fresh marketing ideas? We listen to our audience and find out what they want to know about London is also an endless source of inspiration. It is an advantage having one of the best 'products' in the world to promote....