Marketing

Articles from May 2

ADWATCH: Diet Coke Changes Ad Strategy in Bid for Unisex Appeal Coca-Cola's TV Spot Targets the Increasing Number of Male Diet Coke Drinkers by Moving Away from Its 90s 'Hunk' Ads, Says Jules Grant
Diet Coke has departed from the successful 'hunk' advertising it employed in the 90s with a new campaign that aims to engage male, as well as female, consumers. The first ad, recalled by 43% of consumers this week, has reached number 13 in the Adwatch...
AEO MASTERCLASS CASE STUDY: Design Impact of Budget Cuts - Cost-Cutting Measures Affected How the AFE Applied AEO Advice on the Best Ways to Promote the Parent Brand and Its Six Companies
Hotelympia attracts around 50,000 visitors from the catering, food service and hospitality industry. As the biggest exhibition in the market, it presented an opportunity for AGA Foodservices Europe (AFE) to draw the attention of the industry at large....
AEO MASTERCLASS CASE STUDY: Giving a Fresh Feel to a Fashion Stand - Warehouse Felt AEO Masterclass Helped Its Plans for Clothes Show despite Its Need to Focus on Sales More Than Brand
After identifying a need to improve its in-store facilities, quality and information, Warehouse is planning to roll out a new store identity with a more tactile, crisper feel and a keener focus on fashion trends. The store pinpointed Clothes Show...
AEO MASTERCLASS CASE STUDY: How to Create a Minimalist Look - Home-Furnishing Company Frevd Revitalised Its Exhibition Presence by Employing a Single Unifying Vision to Engage Potential Customers
Although home furnishing design firm Frevd is a small company with just four full-time employees, it is an exhibiting stalwart at shows such as Top Drawer, at London's Olympia and the National Fair in Birmingham. Frevd assistant company manager...
AEO MASTERCLASS DEBRIEF: Make Exhibitions Key to Marketing - the AEO Calls for Firms to Ensure That Exhibitions Are Not the Poor Cousins of the Marketing Mix
It takes just three seconds for a visitor's thought process to accept or reject an exhibition stand. Yet few exhibitors take heed of this fact, losing opportunities by failing to use stand design that is mapped out against a story of the brand. ...
AEO MASTERCLASS INTRO: Learning from the Exhibition Experts - in the First of Five Pages on AEO's Masterclass, Experts Advise on How to Go about Setting Up a Successful Exhibition
Last year the Association of Exhibition Organisers (AEO) recruited a panel of five exhibition industry leaders to come together as a team of consultants and teach a masterclass. On the panel were Austen Hawkins, deputy director of the AEO, Simon...
ANALYSIS: Rewarding the Industry's Best
FMCG giants, major car manufacturers, media owners, leading retailers, utilities and non-profit organisations are among the finalists for The Marketing Society Awards 2002. The top-calibre shortlist represents the most diverse range of business...
ANALYSIS: What Now for Multi-Access Offers? - Standalone Multi-Access Portal Brands Are Hurrying Back to Their Parent Firms. Ravi Chandiramani Asks What Went Wrong for Them
This week the Genie will disappear. The multi-access internet portal brand, unleashed by BT Wireless two years ago, is to be rebranded as O2 Online and integrated into O2, the new name for BT Cellnet and self-professed 'new current in mobile communications'....
Battle for Monkey as ITV Digital Folds
As ITV Digital goes into liquidation today, one of its most attractive assets - cult brand icon Monkey - could be at the centre of a fierce legal battle. The broadcaster's advertising agency Mother is seeking legal advice over the ownership of the...
BRAND HEALTH CHECK: Snooker - Can Snooker Raise Its Game to Divert Crisis?
While impressive TV viewing figures testify to snooker's popularity, internal crises have forced the sport into restructuring Mark Kleinman asks where it can go from here. Snooker is in crisis, but you wouldn't know it from the TV viewing figures....
Camelot Targets Youth and ABs in Pounds 72m Push
Camelot is to segment its marketing effort for the first time as it seeks to woo AB earners and a 'missing generation' of young adults to the game. Camelot confirmed that it will use comedian Billy Connolly to front the pounds 72m campaign, as a...
CAN BRANDS GROW WITHOUT ADS?: Some Market Leaders Have Made It to the Top without Using Traditional Ads. Jane Simms Asks Whether Advertising Is an Essential Part of a Brand's Strategy for Growth
Ericsson announced last week that it is laying off 17,000 staff worldwide after a 25% fall in sales in the first quarter of 2002. Both this, and a rights issue of around pounds 2bn, are designed to help it ride out a severe industry downturn that it...
CAREERS: Company CV - British Midland, Bmi
Bmi british midland is the UK's second-largest scheduled airline. It operates a fleet of 57 aircraft on more than 2000 national and international flights every week to 28 destinations. The airline is Heathrow's second biggest user, where it holds 14%...
EDITORIAL: An 'Approachable' Inland Revenue Ad Is Not Very British
Some brands are meant to be unpopular and are all the better for it - as the Inland Revenue's latest agency appointment, Miles Calcraft, will learn to its cost. The pounds 5m self-assessment task is rapidly shaping up to be one of advertising's poisoned...
Heineken to Expand in Bid to Challenge Stella
Heineken is poised to hire more than 100 staff and appoint a new ad agency, as it prepares to challenge market leader Stella Artois with the UK launch of its 5% Heineken brand. A source said it was planning to recruit at least 100 people to facilitate...
MARKETING MIX: Pen Portrait - Richard Coates, Best Western Hotels
Richard Coates is director of marketing and strategic planning, Best Western Hotels. Coates joined the firm in August 2000 as marketing director and took on responsibility for strategic planning in August 2001. Ooh, I like this one. A positive attitude...
OPINION: Be Different, Not Just Better Than the Competition
Don't pour your corporate energy into being better than your competitors. Instead, try to be different. That's the blunt message from strategy guru Michael Porter, who was in London recently to share his thoughts on the secrets of successful companies....
OPINION: ITV Must Settle Its Disputes and Focus on Outperforming the BBC
ITV brand managers, if there are any, are going to have a busy few months. After all the bad, even poisonous publicity, owners Carlton and Granada should be thinking about a relaunch in the autumn. Obviously the word 'Digital' will quietly disappear....
OPINION: Marketing Society - Success Comes with Delivering Brand Promise
Brand choreography is the key marketing skill in today's experience economy. You may not thank me for telling you this, but many of us don't have the skills that our companies and our customers need us to have. Customers demand more than rhetoric...
OPINION: Strong Personalities Can Make an Agency Shine for the Clients
I was going to treat you to a worthy diatribe on integrated communications - that elusive holy grail of modern marketing - but I've decided that it must wait. This is partly because, having just received the news that we haven't converted a five-way...
PROFILE: Sense of Adventure - Emma Lowndes, Marketing Manager, BMW Mini
Emma Lowndes can't go out to do the shopping in her Mini Cooper without passers-by stopping her to sing its praises. The marketer who got Britain back into the Mini never lets on who she is, but takes special delight when her marque's admirers exclaim:...
Services Helpline
Top promotions Q: Having hired disappointing promotional staff in the past, we need to exorcise those demons by recruiting some top-notch people for our next event. With a great deal riding on its success, who can supply us with what we need? ...