Marketing

Articles from March 23

Adwatch 23.03.11: Stella Artois
The brand delivers its triple-filtered message with the same chic as previous work. I have always been a fan of Stella Artois communications, having been at Lowe Howard-Spink in the early 90s - when some of its finest commercials were created -...
Andrew Walmsley on Digital: Mobile's Game-Changer
Mobile apps that make normally mundane experiences fun for users have potential for marketers. Back in 2008, I wrote about being driven in a Toyota Prius taxi. I was struck by how the car created feedback for the driver and he responded by altering...
Brand Manager of the Week: Heather Mills, Marketing Executive, LOCOG
- Describe yourself in three words. Competitive, professional, conscientious. - How would you define marketing? In an organising committee bubble, it's about driving nationwide support for the Games through iconic campaigns with one-off products...
Brands Ramp Up Spend on Mobile Ad Platforms
Financial-services brands trail entertainment and media in mobile adspend. Brands significantly increased their UK mobile marketing spend last year, as part of their efforts to capitalise on the growth of smartphone use. According to figures...
Defining the New Middle Class
A new study gives fresh insight into the growing proportion of consumers who describe themselves as mi ddle class. Its findings are critical to brands, writes Gemma Charles. It was John Prescott, the former deputy prime minister, who said in 1997:...
Editor's Comment: Looking to the Post-COI Era
What was that swishing sound? Oh yes, the axe falling on the government's communications budget - perhaps the least surprising of all the coalition's cuts announced to date. The recent 'Review of Government Direct Communication and the Role of COI'...
Fair Play on the Pitch
ISBA and the IPA have proposed six principles to which clients and agencies should adhere throughout the pitching process. But will they stamp out bad behaviour, ask Rachel Barnes and Noelle McElhatton. It made for uncomfortable listening: last...
Game on for Special Lists
Toy stores are facing increased competition from supermarkets and online retailers as the sector fights back after the recession, writes Jane Bainbridge. Whether it's Diablo or Buzz Lightyear, Gogo's Crazy Bones or Puffles, each year a different...
Government Prepares Central Brand Strategy
The government is to outline its first cross-departmental marketing strategy under a chief marketing officer-style executive director, as part of the radical reforms proposed in the review of Whitehall communications and the role of the COI published...
Helen Edwards on Branding: On the Road to Know-How
Marketers can gain a vital insight into customer behaviour by accompanying their sales teams. When was the last time you got out on the road with your sales people? When did you last meet customers where they work or shop, rather than peering...
Marketing Mold: We'll Call You - LOCOG
Mole is considering applying for London 2012 tickets, but heard it may involve LOCOG taking cash from our account with no notice. That can't be right, can it? LOCOG: (A call-handler answers after Mktg has listened to a long set of instructions about...
Marketing Mole: Who Does Google Think You Are? - Chris Clark, Global Marketing Director, HSBC
- The first link is to a Marketing story about Clark's appointment The second is to another story on the site, this time about Brendan Cook's appointment to head personal-finance marketing. - The third result is Clark's LinkedIn page. - The fourth...
Mars
Despite its shift to a 'healthier', sporty positioning, the brand has lost out to rivals. Looking back, the suggestion that eating a Mars bar every day might help one in all aspects of life was a pretty audacious marketing strategy. Nonetheless,...
McLaren Shifts Digital Focus to Fan Experience
Formula One team McLaren is stepping up its online and mobile activity to coincide with the start of this year's F1 racing season at this weekend's Australian Grand Prix in Melbourne. McLaren is attempting to improve the racing experience for fans...
Opinion: The Marketing Society Forum
Do 'sub-culture' brands damage their essence through mass-market ads? Footwear brand Dr Martens, once the preserve of manual workers, skinheads, punks and indie kids, is seeking to broaden its appeal globally by adopting a more mainstream 'fashion...
Profile: Working on a Broad Canvas
Marc Sands, director of media and audiences for Tate, is relishing the task of bringing art to the masses. Interview by Noelle McElhatton. Deep in the bowels of Tate Britain's Neoclassical-style building on London's Millbank, the art world's most...
Sony Ericsson Invests Pounds 4m in Xperia Ad Push
Sony Ericsson is to roll out its biggest campaign in two years as it launches three Xperia smartphones, including its 'PlayStation phone', which it hopes will revive the company's fortunes. The push, believed to involve a spend of pounds 4m, will...
The UK's Biggest Online Advertisers: Top 100 Online Advertisers
Some big brands are switching their spend away from online display advertising as social media comes to the fore, writes Adam Woods. In view of the robust performance of traditional media in 2010 (Marketing, 16 March), it would be fair to expect...
The Week in Marketing
- Florals spruce-up Luxury bathroom products brand Crabtree & Evelyn has revamped the packaging for its Florals range. The brand hired design agency Pearlfisher for the overhaul, creating a design based on 'romantic femininity'. Last year, Crabtree...
Top Five Trends Online Advertising in 2011
More of everything, more analysis and (slightly) more understanding. The complex interplay of paid, earned and owned online advertising does not become any less complicated as the digital space develops, but it may be becoming better understood....
What It's Really like Inside: Thorpe Park
- How does the team come up with fresh marketing ideas? We'd love to be able to brainstorm on a rollercoaster, but communication tends to be restricted. However, we have held sessions in our Fright Nights mazes. We are a creative team, and bounce...
Who Owns Social Media?
Should social-media strategy be handled by the marketing department, the PR and comms team or customer services? Adam Woods weighs up the merits of three different approaches. As social media breaks out of its infancy, brands are still wrestling...