Marketing

Articles from October 12

Adwatch 12.10.11: Moneysupermarket
The price-comparison site has struck back in the battle to be memorable. DAVID BAIN - PLANNING PARTNER, BEATTIE MCGUINNESS BUNGAY Tuvalu is a beautiful Polynesian island nation located about halfway between Hawaii and Australia. Small and sparsely...
Andrew Walmsley on Digital Career Progression: Tech-Savvy Take Centre Stage
Digital specialists must grab the chance to secure more senior roles. Driven by the digital revolution, the business cycle is faster, market friction reduced and competition opened up. Technology, meanwhile, has been placed front and centre in customer...
Bmi
The loss-making airline with no clear brand identity has been put up for sale, writes Alex Brownsell. The recent confirmation that German group Lufthansa is looking to sell its faltering British airline, BMI, is the latest chapter in the brand's...
Brand Manager of the Week: Becki Rowe, General Manager, Marketing, PR and Visual Merchandising, Ann Summers
- Describe yourself in three words. Impatient, daring, passionate. - What would you be if you weren't a brand manager? A forensic anthropologist or biochemist. - What advice would you give someone starting their marketing career today?...
Dulux-Owner to Roll out Global Paint Positioning
AkzoNobel, the owner of Dulux, is to align its portfolio of paint brands under a single 'premium' global positioning, as it looks to inspire consumers to decorate their homes. The company owns 14 paint brands, including Dulux in the UK and Asia,...
Editor's Comment: Wanted - Skills in Art and Alchemy
Fad or trend? Knowing the difference can be a matter of marketing life or death. To ride the wave and be a hero, or to crash into the sand and be a loser? Nowhere is this analogy of the marketing discipline more true than in the tech sector....
Helen Edwards on Talent: Our Brand of Talent
Any fool can ask 'What if ...?' but gifted marketers provide answers that give their ideas substance. Start with ability, add application, and what do you get? Competence Maybe, with enough time, as skills become ever more practised and honed, you...
Home Cooking Buoys Sales
Although it has been hit by price hikes and targeted by health campaigners, the yellow fats and edible oils market has been growing, writes Jane Bainbridge. From butter for bake-offs to liberal drizzlings of extra virgin olive oil, yellow fats and...
Innovative Recruitment
Brands are taking a cue from social networks to use fresh techniques to recruit new marketers, writes Peter Crush. Have you heard of the Great Barrier Reef? Of course you have - it's one of the great natural wonders on many people's 'Top 10 places...
ISBA and IPA Initiative Aims to Clarify Pitching
Brands urged to visit thegoodpitch.com to put an end to 'warzone' scenarios. Brands are being encouraged to sign up to an industry initiative aimed at ending 'pitch hell' for marketers and agencies. Trade bodies ISBA and the IPA have collaborated...
Left Brain, Right Brain: What Kind of Marketer Are You?
Senior positions in marketing require both creativity and logic Firms are using psychometric testing to help assess staff and find potential recruits, writes David Waller. It is an interesting time to set your sights on a chief marketing officer...
Lenovo Eyes Consumer Appeal in UK Campaign
Lenovo, the Chinese technology firm, is to launch its first UK consumer marketing campaign, as it aims to become a major worldwide brand. The company, which has annual revenues of dollars 21bn, is the third-biggest PC manufacturer in the world,...
Managing Brand Me: The New Mar Keting Manifesto
Classically trained FMCG marketing directors could be approaching their use-by date. Nicola Clark asks what it takes to get ahead in an era when marketers are measured not just by their LinkedIn connections, but by how many patents they have registered....
Marketing Mole: We'll Call You - Pussy Drinks
Mole loved Pussy energy drinks back in our clubbing days, so we were excited to read that it is now available in supermarkets and has pounds 10m to spend on advertising. Pussy Drinks Hello, Pussy Drinks, can I help you? Mktg Yes, I saw something...
Marketing Mole: Who Does Google Think You Are? - Nigel Gilbert, Chief Marketing Officer, Virgin Media
- The first link is to a story about Gilbert's appointment at Virgin Media. - The next pushes to a piece on Brand Republic on the same subject. - The third and fourth links both push to Gilbert's LinkedIn profile. - The final result is a listing...
Marketing's Talent Conundrum
In a climate of raised expectations and slashed budgets, gifted employees are more important than ever, but some argue the industry is facing a talent shortfall, writes Sian Harrington. It is surprising that a fifth 'p' - people - is yet to be added...
Opinion: The Marketing Society Forum
Do external qualifications trump internal training as a means of getting to the top? Industry experts often differ over whether education or experience is more important for potential recruits who have ambitions of climbing the ladder to assume...
Over to You
Is marketing facing a talent crisis, and should brands be doing more to attract gifted recruits to the industry? Marketing teamed up with recruiter Major Players to find out what the UK's top marketers really think. None of the UK's leading brands...
PR Essays 2011: Cirkle - Harnessing Trend Intelligence
By tapping into emerging trends that resonate with consumers, brands can develop even more meaningful relationships with them, stay ahead of the game and, ultimately, influence loyalty. Consumers are more discerning, fickle and cynical than ever,...
PR Essays 2011: Focus PR - the 10 Golden Rules of PR
For brands and PR agencies to work together in the long term, it's essential to abide by a code of respect and dialogue from the off. After all, a successful business partnership is like a good marriage. A marriage succeeds when both parties want...
PR Essays 2011: Frank PR - Honesty Is the Best Policy
Now more than ever, the public are wise to corporate chicanery and political deceit, so brands would do well to keep their PR advisers close and be nothing but absolutely open with consumers. I must make a confession at the outset. The good people...
PR Essays 2011: Golden Goose PR - Telling a Great Story Together
Some of the most effective campaigns are those where the PR agency has been at the core of integrated activity, coming up with the timely ideas that inspire the public and media alike. As social media and experiential activities blur the boundaries...
PR Essays 2011: MHP Communications - Take Me to Your Leader
In a time of crisis, the communication of believable leadership, emotional integrity and conspicuous competence is essential. It also helps if you have built up a strong reputation in the first place. Ken Livingstone polarises opinion, but his 'London...
PR Essays 2011: Ogilvy PR - Is PR Really Worth It?
The importance of earned media such as social networks is rising, corporate PR can no longer ignore consumers, and communities and causes are priceless - so the answer is a qualified 'yes'. If you are a PR person, you already subscribe to the idea...
PR Essays 2011: Round Table - Redrawing the Boundaries
Marketing assembled a panel of the PR industry's top practitioners to discuss the state of their sector, what the discipline has to offer and its place in the communications milieu. The remits of marketing and PR are converging at a rapid speed....
PR Essays 2011: Shine Communications - A Social Gathering
With social media the lead discipline, PR agencies are best equipped to translate a brand's online activity into real-world success, thanks to their unique insight and improved measurement methods. Many of those who have spent their careers on the...
PR Essays 2011: Spider PR - the Living, Breathing Strategy
Listen, be generous and useful, blur edges and provoke a reaction - these are the key elements to any successful brand campaign in today's fast-evolving and experimental media landscape. Rules change. Audiences evolve. Channels breed. So if there...
PR Essays 2011: Threepipe - Time Social Media Grew Up
After years as 'the next big thing' and a 'nice but optional extra', 2012 will be the year in which socialmedia programmes become an essential, mainstream form of PR activity for brands of all types. I've lost count of the number of debates I've...
PR Essays 2011: Weber Shandwick - What's the Big Idea?
Everyone is searching for the 'Big Idea', but much more relevant today are 'ideas that grow' - those that carry a truth recognised by consumers, who will want to share it and make it their own. Telling compelling stories, driving engagement and...
Profile: On Your Marks
Lionel Benbassat, incoming Eurostar marketing chief, has competition and a new agency roster in his sights. Interview by Noelle McElhatton. The French love affair with la vie Anglaise, fuelled partly by a certain high-speed rail link to the UK,...
RBS Insurance Gears Up for Sale with Restructure
RBS Insurance, which owns the Direct Line, Churchill, Green Flag and Privilege brands, has created a centralised marketing structure as it prepares for its sell-off by RBS Group. The insurer has promoted former Direct Line lead marketer Kerry Chilvers...
Selfridges & Co
The world-famous department store has stayed true to its creative retail philosophy for 102 years. Selling a staggering range of goods from furniture to food, Selfridges attracts visitors to its 540,000ft2 Oxford Street store with not only its products,...
Shaping the Marketing Department of the Future
The rapid evolution of digital channels has led to a rise in demand for marketers with social-media, mobile and data-analysis skills. By Trevor Clawson. It's a straightforward principle. If you want to market a product or company effectively, you...
The Schmaltz Factor
What has sparked the trend for sentimental advertising, ask Rachel Barnes and Gemma Charles. A 'hug in an ad' is how some describe it. Others call it schmaltz Whichever term you opt for, one thing is clear: sentimental ads can be found in abundance...
The Skill I Couldn't Live Without
We asked five senior marketers about the attributes that make the biggest difference to their work. Their answers give a revealing insight into how they conduct themselves. JONATHAN MILDENHALL - vice-president, global marketing strategy and creative...
The Week in Marketing
- Kallo's fresh identity Food company Kallo, has rolled out an ad campaign to support the launch of its Kallo Organic range. The campaign, created by Work Club, will run across outdoor, print and digital. Kallo is also unveiling a fresh brand identity...
Travel Firms Hit a Positive Note
Global and local crises on varying scales have plagued the sector, but a new optimism is emerging among its major players. It has been a year of economic crisis, regulatory restrictions and socio-political upheaval - or, put another way, just another...
What It's Really like Inside: First Direct
- How does the team come up with fresh marketing ideas? We keep an eye out for new and different ideas from all sorts of places The seed of an idea could come from anywhere, but it's not just down to the marketing team: our philosophy as an organisation...