Marketing

Articles from October 5

Adwatch 05.10.11: Barclays
The bank has found a way to inject humour into what is really a dry, generic message. To dramatise the benefits of the Barclays Offset Mortgage, this ad shows us a woman operating a giant egg timer in a setting that looks like a museum. The sand...
Alan Mitchell: Reinventing Marketing - Word of Mouth Is Over-Hyped
Research suggests that marketers who believe that key 'influencers' affect people's decisions are making a mistake, writes Alan Mitchell. When Ford was trying to boost the image of the Fiesta, its European-style compact car, in the US, it signed...
Andrew Walmsley on Digital: The Facebook Future of Media
The social network's redesign has the potential to fundamentally change our approach to marketing. Why would you have spent any time at f8, Facebook's annual conference? This year's was held in San Francisco last month, and while it is available...
British Gas Set to Launch Modern Brand Identity
Overhaul will be rolled out gradually in attempt to allay consumer price concerns. British Gas is to change its visual identity for the first time in 17 years, in an attempt to modernise consumers' perceptions of the brand. Energy companies are...
Editor's Comment: British Gas Aims for a Low Profile
'Stealth' is not a word that we associate with marketing. So why, then, is British Gas quietly and modestly rolling out a fresh corporate identity (see page 1) without so much as a press release? Several factors are at play here. First, big British...
Energy Firms Tackle Mistrust
Anger over sharp price rises has left utilities marketers facing a tough task, writes Matt Chapman. Few topics guarantee as much cheap applause for politicians as the castigation of energy companies. Energy secretary Chris Huhne launched a full-on...
Facebook's Plan to Rule the Web
Brands, agencies and partners describe their role in fuelling the world's biggest social network. From its position as a phenomenally popular social website in the first half of 2010, Facebook has extended its functionality even further in the past...
First Direct Ads Parody High-Street Bank Rivals
First Direct has launched a campaign that takes a light-hearted jab at its rivals, including NatWest, Lloyds TSB, Nationwide and Barclays, in an effort to persuade consumers to switch banks. The HSBC-owned online and telephone bank has rolled out...
Heathrow Raises Profile Ahead of Olympics Rush
Heathrow Airport is looking to improve consideration among consumers in the run-up to the Olympics with the creation of a content 'hub' and the relaunch of Heathrow Traveller. The revamped quarterly magazine will incorporate a website through which...
Helen Edwards on Branding: Model Answers
Brand models come in many shapes and sizes, but all require clarity of thinking from marketers. A practical piece this week, on brand models, which is something I often get asked about. What is the best shape for a brand model? The standard...
Italian Chain Discounts Pull in Consumer Spend
PizzaExpress, Carluccio's and Jamie Oliver's Italian restaurant chain are leading a surge in affection for Italian food, according to fresh research on eating habits in the UK. The 'How Britain Eats' survey, by Allegra Strategies, revealed that...
Marketing Mole: We'll Call You - easyJet
Mole was excited by news that Sir Stelios Haji-Ioannou is to launch an airline brand called FastJet, but our attempt to find out more about it ended in frustration. easyJet Hello, you're through to easyJet, can I have your name and email address...
Marketing Mole: Who Does Google Think You Are? - Clare Mullin, Marketing Director, National Trust
- The first link is to a story about Mullin's appointment. - The second is to her LinkedIn profile. - The next is to an announcement about her move to the Trust. - The fourth pushes to the search page for 'Clare Mullin' on Brand Republic....
Marketing Promotion
Great speakers and great brands made the recent inaugural BrandMAX summit a success, as it tackled many of the key questions of modern communications. Two days, one night, more than 200 participants. BrandMAX, the inaugural summit which brought...
Opinion: The Marketing Society Forum - Should Marketers Be Held Personally Liable for Ambush Marketing?
A proposed amendment to the Olympics Act 2006 would leave senior marketers at risk of gaining a criminal conviction if ambush activity for their brand takes place around the London 2012 Games. MAYBE - JEMIMA BIRD, MARKETING DIRECTOR, TRAGUS GROUP...
Peacocks
The retailer is stuck with significant debt and advisers are reviewing its finances. The high street has not been a pretty place for women's fashion retailers of late, especially those competing at the value end against a mighty Primark and an offer...
PepsiCo Invests in Tech to Increase Innovation
Pilot projects with 10 start-ups will drive marketing creativity across its portfolio. PepsiCo is increasing its investment in emerging digital technology by partnering 10 start-ups, which it plans to use to drive marketing innovation across its...
Profile: High Fashion, High Ambitions
Rob Moss, global marketing director, My-wardrobe.com, is using new technology to sustain prolific growth. Interview by Nicola Clark. Rob Moss is wearing a crisp white Dolce & Gabbana shirt and Hudson shoes - both, of course, purchased from My-wardrobe.com....
Small-Car Sales on the Rise
The squeeze on consumer spending, higher vehicle running costs and changing buying strategies are proving tough for car retailers, writes Jane Bainbridge. Selling cars is not the money-spinning business it once was, as multiple factors are affecting...
Sponsorship Still a Hot Property
Brands are increasing their investment in sponsorship while weighing up whether to back niche events or spread their budget across multiple types of entertainment, writes Kim Benjamin. The sponsorship market has remained buoyant in the past year,...
The Week in Marketing
- Audi in Avant garde Audi has created a fantasy realm for its pounds 3m A6 Avant estate campaign, to promote the car's 'light and agile' properties. The activity, which is the first to be overseen by Dominic Chambers, the car manufacturer's new...
Vauxhall
From its innovations in the early 1900s to its modern models, the marque has carved its own niche. Acquiring its name from Falkes Hall, the home of Falkes le Breant, head of King John's mercenaries, the Vauxhall area of London was where Alexander...
What It's Really like Inside: VoucherCodes.Co.UK
- How does the team come up with fresh marketing ideas? As a stats-driven company, we work the numbers before getting creative When generating fresh ideas we tend to be driven by the offers on the site and seasonal opportunities coming up. We create...