Marketing

Articles from February 3

Adwatch 03.02.10: Citroen
C3 ad uses big, filmic stunt and heightened reality to promote model's windscreen feature. Naughty, naughty, post-party, pre-work, or is this the new take on going for a Sunday drive? This ad shows two young people taking their new Citroen for an...
Andrew Walmsley on Digital: A Beautifully Simple Appeal
The key to Apple's success is not based solely on how its products look but also their ease of use. Was it the second coming? Last week saw the culmination of a frenzy of hyper-hype as Apple finally announced its most eagerly awaited device since...
An Extra Shot of Marketing
Starbucks' chief executive has come to value the benefits of the discipline. Howard Schultz is the man who took a three-store coffee-shop chain in a provincial US city and turned it into a global phenomenon. Marketing has never been very high...
Editor's Comment: Social Media's No Isolated Case
For months now, the sound of marketers excitedly scrawling the words 'social media' on whiteboards and flip charts up and down the country has reached almost deafening levels. However, research from the IAB shows that less than a quarter of brand...
Jeremy Lee on Media: Transformers in Chief
Adam Crozier and David Abraham have their work cut out as they take up their roles at ITV and C4. You wait ages for a chief executive, then two come along at once. It's a hoary old cliche, but nonetheless appropriate following the appointment of...
Kellogg Axes Coco Pops Cereal Brand Extensions
Kellogg is scaling back its Coco Pops product range as part of an overhaul of its breakfast cereals offering. The cereal manufacturer is discontinuing its Coco Pops Straws and Coco Pops Creations variants. The decision to pare back the range...
Marketer in the News: Lynne Ormrod, T-Mobile
- What's her remit? Ormrod has been promoted from her previous role as head of brand development at T-Mobile UK, to become its first head of brand and advertising. She takes on many responsibilities from the previous head of advertising and sponsorship,...
Marketing Mole: We'll Call You - Virgin Trains
Mole finds travelling a bore, and craves luxury and entertainment to ease the tedium. Can Virgin Trains tempt us to leave the Molemobile at home this time? Virgin Trains Good afternoon. You're talking to (name). How can I help? Mktg I read in...
Marketing Mole: Who Does Google Think You Are? - Martine Ainsworth-Wells, Marketing Director, Visit London
- The first two links take us to LinkedIn, where Ainsworth-Wells has two profiles. - The third result is her entry on ZoomInfo. - Next is the image results, the first of which shows her at an industry event. - Fifth is a link to a video of...
Mark Ritson on Branding: Accelerating into Crisis
Toyota's handling of a recall is a case study in how not to do it for brands operating on a global scale. Of all the marketing jobs, is there anything cooler than working in crisis management? It's like being in the special forces of a PR firm You...
Mobile Identity Crisis
Network operators are repositioning to reflect their fast-expanding service offering. Once upon a time, you knew where you were with mobile phone networks. They simply operated a service for your mobile handset, making sure your texts reached their...
Nesquik
The Nestle-owned brand has failed to capitalise on the strong growth in its sector. The flavoured milk sector grew rapidly last year; a trend expected to continue in 2010. However, among the double-digit winners, fortified with substantial NPD,...
Observer to Relaunch in Comeback Campaign
Guardian News & Media (GNM) is to relaunch The Observer on 21 February, backed by a TV campaign aimed at boosting the title's circulation. Last year, GNM considered closing the world's oldest Sunday newspaper but has since decided instead to...
Opinion: The Marketing Society Forum - Does Tesco Have a Role to Play in Steamy Blockbusters?
Britain's biggest supermarket has launched a multimillion-pound film production arm to adapt the novels of popular authors such as Jackie Collins for exclusive DVD distribution through its stores. NO - TREVOR BISH-JONES, CHIEF EXECUTIVE, MYPEOPLEBIZ.COM...
Profile: Catalogue of Changes
Siobhan Fitzpatrick, head of brand marketing at Argos, is confident consumers will not abandon the retailer. Interview by Alex Brownsell. Siobhan Fitzpatrick, head of brand marketing at Argos, does not fit the stereotype for people in her position....
Sales Still Cut It
Grooming trends are continuing to change, but volume sales of shaving products remain strong, writes Jane Bainbridge. Last November, a strange phenomenon gripped the male population. The streets filled with Freddie Mercury wannabes as men both young...
The Week in Marketing
- Gunmaker activity Classic English gunmaker Holland & Holland is rolling out an ad campaign designed to refresh its brand and attract a younger audience without alienating its traditional clientele. The campaign, created by The Assembly and...
Toyota Engulfed in Pounds 4bn Worldwide Brand Debacle
Toyota faces a dollars 7bn (pounds 4.4bn) brand crisis, following a week in which it was forced to recall more than 5m faulty vehicles. Brand Finance recently rated Toyota as the ninth-most-valuable brand in the world, at dollars 27bn (pounds 17bn)....
UNICEF to Run Five-Year 'Put It Right' Push in UK
Unicef, the United Nations Children's Fund, is to launch a five-year marketing strategy aimed at encouraging consumers to help protect the wellbeing of children globally. The 'Put it right' project will promote the right to a healthy childhood,...
Using Licensing to Build a Mega Brand
The explosion of licensing and merchandising over the past two decades has benefited many top brands but it has pushed others in unexpected and risky directions, writes David Benady. For fans of some brands, simply buying their products is not enough...
VisitBritain Urges 2012 Sponsors to Back Drive
Coca-Cola, Visa and Samsung are stepping up to finance a global campaign to encourage tourists to visit the UK during the 2012 Olympic Games, after VisitBritain admitted it has been hit by a funding shortfall. The tourism body is in advanced negotiations...
What It's Really like Inside: BSkyB
- How does the team come up with fresh marketing ideas? There is never a shortage of exciting ideas being generated. The pace of change ensures that there is no danger of anybody becoming stale or resting on their laurels. - What is the main...
When the Going Gets Tough
Brands need to make communications a core element of their crisis-management plans, but it is vital to give staff sufficient autonomy to enable them to act quickly when the need arises, writes Suzy Bashford. The response of some brands to this winter's...