Marketing

Articles from September 23

Adwatch 23.09.09: Drug-Driving
An effective ad is let down by the lack of engaging content online to back up its message. This is a good ad. It has arresting imagery (do you see what I did there) and a clear message that tells me something I didn't know. No one can criticise...
Andrew Walmsley on Digital: Video's Costly Demands
The launch of US VOD service Hulu in the UK will put traditional TV ad revenue in serious danger. Ofcom is conducting a consultation into video-on-demand (VOD) services, news that many are holding up as proof that the medium has arrived. In fact,...
Brand Manager of the Week: Jennifer Irvine, Founder, Purepackage.Com
- Describe yourself in three words. Happy, healthy, well-balanced - How would you define marketing? Understanding a brand fully and communicating its positive messages to a target audience. - What would you be if you weren't a brand manager?...
Brands Put Agencies to the Swine-Flu Test
Marketers look to protect campaign activity from pandemic. As the winter looms, UK marketers are being forced to consider the possibility that their best-laid plans may be derailed by the expected swine-flu pandemic. Leading industry monitors,...
Coca-Cola Set for 2010 World Cup 'Celebration'
Coca-Cola's global marketing plans for the 2010 FIFA World Cup in South Africa will be based on the theme of fans' and players' celebrations. The activity will give fans outlets to share their own celebrations through music, interactive resources...
Duncan Hints C4 Close to Sales Deal with Sky
Channel 4's outgoing chief executive Andy Duncan said he believes negotiations to merge the channel's sales operation with a rival broadcaster's will be concluded before he departs at the end of the year. Although Duncan, who announced his resignation...
Editor's Comment: A Shared Experience
The roles of marketers and advertising agencies have, traditionally, been clearly demarcated, with few individuals going to work on the other side. However, as we reveal this week (see page 14), there is a growing recognition that agencies are better...
Function over Form
TVs have bucked the trend for smaller, more portable electronics, but consumers are drawn to the fast-evolving technology. Portability has become the must-have attribute of most electronic devices, and many technological advancements have been prompted...
Getting in on the Action
Contextual advertising is an attractive vehicle for brands to get closer to TV content. Boots' decision to create a TV ad specifically to run during ITV's The X Factor is part of a wider trend toward brands becoming more closely entwined with editorial...
Helpline
We take the hassle out of finding the right product or service - you ask the question, we'll provide the answer. CARRYING THE BRAND Q: We would like to give branded gifts to potential customers, but we don't know where to start. Who should we...
Marketing Mole: We'll Call You - Royal Mail
Mole is holding a dance party at our flat this weekend, but the CD we ordered from Amazon hasn't arrived, so we rang Royal Mail to find out where it might be. Royal Mail (automated) If you're calling about industrial action, please press 1. Otherwise,...
Marketing Mole: Who Does Google Think You Are? - Ian MacArthur, Creative Director and Head of Brand Marketing, NSPCC
- The first and third results refer to the former Conservative MP, who died in 2007. - Second is the profile of an artist named Iain MacArthur. - The fourth link is the only result that is relevant to our search, a link to MacArthur's Twitter...
Marketing Promotion: The Thinkboxes Winner for July/August 2009 - Pure TV Brilliance from Hula Hoops
The winner of the Thinkboxes award for July/August will have moved even the most cynical of TV viewers to mirth. The brief was to remind people that Hula Hoops are fun to eat, so the ad showcases how the unique shape of the snack can inject playfulness...
Mark Kleinman on Marketing and the City - Can Ocado Deliver More?
Al Gore joins a list of high-profile investors in the online supermarket as it steps up its operations. After his zealous crusade to alert the world to the perils of climate change, assisting a British grocery retailer's quest to turn a profit might...
Mark Ritson on Branding: Resisting the Inevitable
Guardian Media Group will ultimately regret its decision not to close The Observer newspaper. The good news came in an email from editor-in-chief Alan Rusbridger last Friday. After much internal discussion, Guardian Media Group (GMG) had decided...
Opinion: The Marketing Society Forum - Do Advertisers Have an Appetite for Product Placement on Television?
Marketers have demanded greater clarity after the government announced plans to relax the rules governing how brands are featured within commercial television programmes. YES - IAN ARMSTRONG, MANAGER, CUSTOMER COMMUNICATIONS, HONDA As a young...
Outdoor Goes Back to Basics
Outdoor ad budgets have plummeted in the downturn, but econometric results may give much-needed grounds for optimism. With marketers seeking to trim their spend at every opportunity, outdoor advertising is operating at the sharp end of this recession....
Premier Inn
Celebrity-led ads have done little to improve the budget hotel chain's fortunes, writes Jeremy Lee. Lenny Henry has a track record of enjoying himself in hotels - as tabloid-readers with long memories may recall. The comedian fronts the pounds 9m...
Profile: Turning Energy on Its Head
Jeremy Davies is determined to distance E.ON from the dirty tricks that some companies play to elevate their brands. Interview by Amy Golding. Jeremy Davies, E.ON's director of brand and communications, doesn't worry about what EDF Energy and British...
Reaching the CyberGens
Brands have grappled with Generation X and Y but the rise of Web 2.0 has brought fresh challenges that brands must navigate to connect with the elusive Cyber Generation, writes David Benady. Keeping up with the generation of tweeting, texting, social...
Tesco's Finer Fashion
Will the retailer's repositioning of its clothing offer pay off, asks Joe Thomas. London Fashion Week draws to a close this week, but Tesco must be hoping that its tie-up with the event will prove more enduring, given that the association forms...
The Week in Marketing
- King of Shaves pounds 1m ad King of Shaves is launching a pounds 1m TV ad this week, following a three-month fundraising campaign. In June, founder Will King asked 5000 consumers to each lend the firm pounds 1000, with the aim of raising pounds...
Trading Places
Crossing the advertiser/agency divide can often be a smart career move, writes Becky Wilkerson. It can be a surprise when someone swaps a job in marketing for life on the agency side. However, moves by high-profile marketers, including Jo Kenrick...
What It's Really like Inside: Dr Oetker
- How do you come up with marketing ideas? Consumer insight is key, with structured idea-generation and superb marketing agency support. - Describe the marketing team in three words. Enthusiastic, innovative and random. - What is the main...