Marketing

Articles from January 14

Andrew Walmsley on Digital: In Need of Star Treatment
Online sales may be boosting retailers' revenues, but many are missing out on their full potential. John Smith is a retailer. It's in his blood. He joined the company as a teenager, in the stock room, and worked his way through most areas of the...
BAA Plans Consumer Branding for Heathrow
BAA is planning to relaunch Heathrow Airport as a consumer brand. The fresh brand positioning comes as the airport operator prepares to sell off its other major South East hub, Gatwick, as well as, potentially, Stansted. The attendant activity...
Brand Health Check: Gyms
Traditionally a top-ranker in New Year's resolutions, the gym may lose out this year. As rituals go, watching someone tell anyone who will listen that they're thinking of joining the gym in January is almost as traditional - and boring - as hearing...
Careers: What It's Really like Inside - Unilever
- How do you come up with fresh marketing ideas? Our inspiration comes from many different people and places, but all our ideas are underpinned by a real understanding of consumers. - Describe the marketing team in three words. Savvy, passionate,...
ECB Eyes FMCG Ties for Ashes and Twenty20
The England and Wales Cricket Board (ECB) is aiming to capitalise on a big year for the sport by securing promotional deals with FMCG brands. This year the governing body will host both the Ashes series and the ICC World Twenty20 tournament, and...
Editor's Comment: Brands Are Taken at Face Value
Does the public really care who runs a company? Should it affect the price of shares if a founder and spokesman steps down? A company comprises several elements including - crucially - a management team responsible for the day-to-day decisions it...
Helpline
Joe Thomas takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. WRITE DIRECTION Q: We would like to replicate data across many formats while maintaining high quality. Could you suggest...
Marketing Mole: We'll Call You - Evian
Having heard scientists' warnings that many 'detox' claims are meaningless, we called Evian to find out why it is using the term on its bottle labels. Evian Good afternoon, Danone Waters. Mktg Hi, could I speak with your customer services please?...
Marketing Mole: Who Does Google Think You Are? - Tom Hings, Director of Brand Marketing, Royal Mail
- The first result is a link to Campaign's 'Close Up: 24 hours with' feature detailing a day in the life of Tom Hings. - The second and third listings are for Hings' profiles on Facebook and LinkedIn respectively. - The fourth links to the judges...
Mark Kleinman on Marketing and the City: Branding the Square Mile
The proposed Financial Services Board will need some astute marketing to further the City's cause. Seldom has a floppy blond fringe occupied such prominence in the British national consciousness as it did on the day last August when the Mayor of...
Mark Ritson on Branding: Time to Bank on Longevity
Barclays should jettison its frequent switches in brand positioning in favour of a longer-term view. It must be a new year, because Barclays has a new brand strategy. As regular as clockwork and as consistent as a drunken sailor with a blindfold...
Media Analysis: Media Madness Takes Hold
As we approach the next decade a worrying media phenomenon is taking shape, writes John Billett. Media developments never come in gangs, nor are they ever simultaneous New media phenomena always come in phases, sliding in almost unannounced. Initially,...
Media: Cinema's Digital Dream
Digital cinema offers huge opportunities to advertisers and viewers, but ultimately it is cinema chains' readiness to invest that will decide the fate of the medium, writes Sarah Crawley-Boevey. Looking back to a time before digital radio, satellite...
News Analysis: Discounting: The Cost
Price cuts helped retailers survive Christmas, but what about the long term? This Christmas period, an unprecedented number of retailers began discounting aggressively in an attempt to encourage recession-wary shoppers into their stores. Now, however,...
News Analysis: Personality Flaws
A founder's public persona can build their brand, but the strategy can backfire. Take pity on the Apple PR machine: no amount of technological wizardry or innovation at last week's Macworld show in San Francisco was ever going to draw media attention...
Opinion: The Marketing Society Forum - Can Successful Advertising Be Created In-House?
In straitened times, many companies may be tempted to cut costs by ditching external support such as advertising agencies. We asked our panel whether in-house creative could be as effective. YES - ANDREW MCGUINNESS, PARTNER, BEATTIE MCGUINNESS BUNGAY...
Profile: A Healthy Outlook
Sheila Mitchell, marketing director, Department of Health, brings a private-sector eye to her Whitehall role. Interview by Gemma Charles. A group of brightly coloured plasticine figures is the, perhaps unlikely, centrepiece of Sheila Mitchell's...
Recall: Irritating Ads 2008
All marketers want consumers to remember their ads, but fame based on an ad's power to irritate is not something to aspire to, says Nicola Clark. Our annual survey of the UK's most irritating ads sparks the question: do advertisers actually set...
Sector Insight: Weight Control Foods - Everything in Moderation
Weight control foods have grown 30% as non-dieters seeking healthier options have begun to buy into the category, writes Jane Bainbridge. Whether it's too fat or too thin, weight has become a topic of much debate in recent years. While size-zero...
The Week in Marketing
- Nivea plots launch. Nivea is planning its biggest brand launch of the year, with the roll-out of a men's deodorant called Silver Protect. The brand, aimed at 18- to 35-year-old men, will be supported by a pounds 2.2m advertising campaign created...