Marketing

Articles from June 6

ADWATCH: The Mirror Goes from Sleaze to Serious News in Relaunch - Revamp Strategy Sees the Tabloid Ditching Its Red Top and Highlighting Its Stance on News, Writes Jules Grant
The Daily Mirror aims to position itself as a more serious newspaper in its latest ads, under the strapline 'The Mirror - Think Again'. The campaign, the newspaper's most high-profile ad push since 1997, is part of a pounds 20m relaunch strategy,...
ANALYSIS: Marketing for a Better World? - Should Brands Shout about Their Focus on Sustainability or Does This Strategy Tend to Expose Them to Cynicism? Tania Mason Investigates
When Naomi Klein named and shamed several global brands for their social and environmental shortcomings in No Logo, the ripple effect sent shockwaves through the business world. Even those firms that managed to avoid Klein's scrutiny thought it prudent...
BRAND HEALTH CHECK: Fifa - Can FIFA Keep Football as the Beautiful Game?
Despite a string of scandals, football's governing body has re-elected president Sepp Blatter. Can FIFA rebound and clean up its tarnished image, asks Mark Kleinman. The Greatest Show on Earth is under way. And FIFA is relieved that, finally, there...
CAREERS: Company CV - Tesco
Tesco Stores Ltd is the UK food retailing arm of Tesco Plc. The company has 702 stores throughout England, Scotland, Wales and Northern Ireland and is the largest food retailer in the UK. Tesco also has 186 stores in Europe and 35 in Asia. The company...
DIRECT MAIL: Big Brands Turn to Direct Media - the Pressure to Make Budgets Stretch Means FMCG Firms Are Increasing Their Spend on DM
There has been an increase in spend on direct marketing and internet activities in the first quarter of this year - at the expense of all other marketing categories - according to the latest Bellwether Report from the Institute of Practitioners in...
DIRECT MAIL SHOWCASE: In the First of a Monthly Series Examining the Best Examples of Current Direct Marketing Work, Ken Gofton Reviews Two Charity Packs and Two Automotive Mailings
UNICEF'S LANDMINE APPEAL AIMS FOR EMOTIONAL IMPACT Allegations that a British arms firm has continued to sell landmines two years after they became illegal has given an unexpected topical boost to two current charity appeals. The first of these...
DIRECT MARKETING: Marketers Put E-Mail to the Test - the First-Ever Survey of E-Mail Marketing Shows How Companies Are Using the Medium to Their Advantage. David Murphy Reports on the Findings
E-mail is now firmly entrenched as an indispensable part of many people's lives, both for business and for social use. And over the past couple of years, a growing number of companies have begun to use it in a variety of ways to communicate with their...
EDITORIAL: Why Heritage Isn't Enough to Make a Great British Brand
What is a British brand? Is it a product that is manufactured here, owned by a UK parent company, or one that occupies a special place in the hearts and cupboards of British consumers? Is one of these criteria enough to make a brand British, or are...
Hasbro Culls European Marketing Department
Hasbro, the UK's largest toy manufacturer, is to axe its European marketing department with the loss of 40 jobs. The Uxbridge-based central European marketing department co-ordinated product development and global advertising for key brands including...
OPINION: Marketing Society - Sales Harmony Could Be Just a Regulation Away
Consumers, businesses and the marketing industry will be worse off if the proposed regulation currently before the EU to remove restrictions on sales promotions and establish strict information requirements in Europe is thwarted this June. The regulation...
OPINION: Regulators Played a Part in ITV Digital's Demise before It Began
The short, unfortunate life of ITV Digital is going to live on far beyond the memory of the dry financial statements totting up the pounds 1.2bn invested by Carlton and Granada. At least two BBC television documentaries are already being made. One...
OPINION: Take Nothing for Granted and Do Surprisingly Well
When Bhs owner Philip Green was asked last week to what he attributed his success, his reply should have been engraved on the door of every chief executive's office. 'It's understanding the marketplace, understanding how to buy and the fundamentals...
OPINION: Volume and Long-Term Value - as Different as Sales and Marketing
Two companies hit the headlines last week because of what appear to be very different strategic challenges. Panini, the leading manufacturer of football trading cards, has been apologising to customers because of a shortage of its World Cup 2002 collection....
PROFILE: Grain to Grape - Frazer Thompson, Managing Director, New Wave Wines
When Frazer Thompson left his job as global brand director for Heineken to run a two-bit Kent wine operation called English Wines, he raised a few eyebrows. Why would anyone forego the stewardship of one of the world's biggest beer brands, with...
SERVICES HELPLINE: Sam Solley Takes the Hassle out of Finding the Right Product or Service - You Ask the Question, He'll Provide the Answer
Wine and dine Q: We will soon be launching a wine into an already packed marketplace. How can we create a sampling campaign that will help us stand out from the rest? A: You are competing against hundreds of other wines from around the world,...
WHAT MAKES A BRAND BRITISH?: In the First of a Six-Week Series Looking at British Brands over the Past 50 Years, Jennifer Hiscock Explores How Brands Can Capitalise on Perceptions of Britishness
While the World Cup has been a magnet for brands wanting to claim a piece of the football euphoria sweeping the nation, the Queen's Golden Jubilee has failed to catch the imagination of an industry more interested in sport than sovereignty. Latching...