Marketing

Articles from February 8

Adwatch
Marketing's unique weekly analysis of advertisement recall in association with tns. CURRYS/PC WORLD The retailer's return to generic sales ads betrays a lack of courage and imagination. Do you remember any sales ads? I do. Harrods - there...
And Finally: We'll Call You - Snickers
Mole wondered whether Katie Price's Twitter account had been hacked when she started tweeting about quantitative easing - then a baffling hashtag appeared. Mars: Good afternoon, thank you for calling Mars chocolate. My name is (gives name). How...
Brand Barometer
Two developments caught my eye last week. One was that the big supermarket chains are to invest in rolling out free wi-fi; the other was an IAB survey, which found that 18% of consumers trust their mobile device over a companion when making in-store...
BT to Back 'London Live' Olympic Entertainment
Telecommunications brand set for rumoured pounds 150,000-a-day sponsorship of Hyde Park event. BT is to sponsor a series of live screenings and music concerts at Hyde Park, taking place under the 'London Live' banner, during this summer's Olympics....
Cookie Consent: How to Stay on the Right Side of the Law
As the May deadline for compliance approaches, what must marketers do, asks Rachel Barnes. When new cookie consent laws came into force last May, marketers were relieved they had a 12-month period of grace to get their heads around exactly what...
Fitness First
Despite market leadership, the health-club chain is weighed down by debt, writes Matt Chapman. Fitness First has found itself in murky financial waters despite a fitness bug, driven by New Year's resolutions, sweeping the UK. Last month it emerged...
Guru
Senior practitioners should not be cowed by the idea that marketing is a young person's game, says Will Harris. On the contrary, their hard-earned experience could place them in a stronger position. Q: I met my new boss yesterday. He's a whippersnapper...
Hunter
The brand has been revitalised in recent years making the transition from the countryside to the catwalk. The term 'green welly brigade' was coined because of the popularity of the original Hunter Wellington boot among the well-to-do 'country' set...
Licensing's New Frontier
The explosion in popularity of mobile and digital games and their characters has made brand licensing a rapidly changing industry, full of risks, but also lucrative opportunities, writes Eva MacIntosh. Digital characters and games are transforming...
Opinion
The IOC's Draconian policy toward corporate branding in Olympic venues has not saved it from the taint of a controversial brand. PPA - BUSINESS COLUMNIST OF THE YEAR For the duration of the 2012 Games, the International Olympic Committee will...
Profile Builder: Who Google Thinks You Are ... Sophie Goldschmidt, Chief Commercial Officer, Rugby Football Union
- The first link is to Goldschmidt's LinkedIn page. - The next result relates to her biography on the RFU site. - The third and fourth link to stories about her appointment, on the RFU site and the rugby section of the ESPN site. Verdict This...
Shift
In the always-on, social media-driven world, smart marketers must learn that sometimes saying 'no' to consumers and delaying gratification is key to brand-building, writes Nicola Clark. I have never had a Princess Diana scrapbook; I have no opinion...
The Joy of Sex Marketing
From producers of condoms to retailers of sensual accessories, sex-related brands still walk a fine line when marketing their goods to the public, writes Loulla-Mae Eleftheriou-Smith. For many people it would be a dream job. For others, it might...
The Marketing Interview: Dominic Chambers
The head of UK marketing for Audi is aiming to protect the brand's premium positioning while repeating its 2011 success, writes Alex Brownsell. Just a few miles from Audi's eye-catching flagship brand centre in West London, where Marketing meets...
The Marketing Society Forum: Is It Wise for a Brand to Outsource Marketing to Cut Costs?
England cricket sponsor Brit Insurance is axing its marketing team and outsourcing the function. NO - FIONA MCANENA BRAND DIRECTOR, GROUP MARKETING, BUPA In this instance it doesn't mean marketing, does it? It means promotion, marketing activation,...
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. Madonna video features Smirnoff - Madonna has extended her partnership with Diageo through a product-placement deal, writes Gemma Charles. Under...
TV or Not TV?
Breaking a brand into the mainstream is a big challenge. David Benady asks whether it is possible for challenger brands to enter the public consciousness and hit the big time without investing in TV advertising. Mainstream brands built without the...
Vitamins and Supplements
Producers are focusing on specific user groups and life stages to overcome a recessionary fall in the total customer base and own-label's dominance of the sector, writes Jane Bainbridge. MAIN PLAYERS ANDREW WINES - Marketing director, Seven Seas...