Marketing

Articles from August 17

Adwatch 17.08.11: Weetabix
Latest ad maintains family-friendly cereal brand's track record for appealing to all ages. ROB FLETCHER - CREATIVE PARTNER, ISOBEL I grew up with Weetabix. I grew up with the ads on the telly, and still remember most of them. Even when I got...
Andrew Walmsley on Digital: The Death of Anonymity
Use of facial-recognition technology online has made it easier to dig up our personal information. Most of us have seen the scene in Minority Report in which Tom Cruise is addressed personally by billboards that recognise him as he walks by For...
Apple's App Dominance under Threat
Amazon's decision to create a mobile website with HTML5 to bypass Apple's controversial 'app tax' raises the question of whether brands should choose iPhone apps or browsers, writes Sarah Shearman. Last week, Amazon became the latest of a small...
Atkins Takes on Weight Watchers with Relaunch
Atkins Nutritionals, the dieting brand, is planning an international relaunch as it aims to increase its share of the weight-control nutrition market outside the US. The rebranding is being handled by marketing agency 23red, with the fresh Atkins...
Brand Manager of the Week: Shelly Byrne, Brand and Ecommerce Manager, Financial Times
- Describe yourself in three words. Decisive, approachable and determined. - What would you be if you weren't a brand manager? A crime scene investigator. I don't like to miss an episode of Crimewatch. - What advice would you give someone...
Camper
The Spanish footwear brand has grown by offering consistently authentic, yet quirky, designs. A luxury shoe retailer established by Lorenzo Fluxa in Majorca in 1975, Camper prides itself on its originality and functional design. Having enjoyed success...
Editor's Comment: Riots Pose Tough CSR Questions
What are we wearing today as we flick through Marketing? Head-to-toe Adidas, acquired from JD Sports? No, thought not, somehow. In the aftermath of last week's riots, some marketers will be pondering the smoking ruins of their brand, at least as...
Eyes Open to Manipulation
A study by think tank Credos casts fresh light on women's perception of airbrushing. Campaigns led by MPs, ad bans and a stated determination by some brands to stop the airbrushing of ads have cemented the issue's place on the agenda. Digital...
Helen Edwards on Branding: The True Path to Ownership
Living up to your customer-value proposition is more important than futile attempts to 'own' it. As soon as marketing teams have created their latest customer-value proposition, they move anxiously on to the next big question: 'how can we really...
How Extremists Can Help Your Brand
Google has looked to some unlikely sources to help the organisation's social conscience and other brands could follow in the search company's footsteps, writes Suzy Bashford. There are few brands with the guts to host a summit bringing together...
Marketing Mole: We'll Call You - the Football Association
Moles rarely get to see international football matches in person, so we were disappointed when the latest friendly was cancelled following civil unrest in London. FA: Good morning, Football Association. Mktg: Hi. I'm just calling to find out...
Marketing Mole: Who Does Google Think You Are? - Andy Duncan, Chief Executive, HR Owen
- The first link is to the announcement of Duncan's appointment on HR Owen's own website. - The second and fourth links are to stories also about him joining the company. - The third result is a profile of Duncan on The Independent's website....
Marks & Spencer
Perceptions that the retailer's fashion is dated cast doubt on its ad strategy. The strategy behind Marks & Spencer's fashion ads has been criticised of late, most severely by Mail On Sunday columnist Liz Jones. 'Never mind yacht-frolickers...
Npower Embarks upon Loyalty Scheme Activity
Npower is rolling out a loyalty programme that will reward consumers with offers from brands to which it provides energy services. The 'In good company' scheme, which launches this week, promises Npower's residential customers competitions and discounts...
Opinion: The Marketing Society Forum
Will BlackBerry's association with the recent riots affect the brand? News coverage of last week's unrest, which spread from London to other cities across the UK, made frequent references to rioters co-ordinating action via the closed BlackBerry...
PepsiCo in Overhaul of Planet Lunch Offering
PepsiCo, owner of brands from Tropicana to Walkers, is revamping Planet Lunch, its healthy snack range aimed at children, less than two years after the brand's UK debut. Packaging for the range, which includes fruit bars, drinks, dips and snacks,...
Profile: Stella's Brand New Image
James Watson, European marketing director at Stella Artois, insists the brand has shaken off negative associations. Is Stella Artois perceived as the drink of booze Britain, or a sophisticated premium beer? James Watson, its European marketing director,...
Take Your Brand to the MAX
BrandMAX, the brand optimisation summit from the publisher of Marketing and Brand Republic, makes its debut in London next month. What can the event do for marketers, asks Melanie May. There is a lot of talk about 'true' marketing integration and...
Tesco Revamps Direct in 'Amazon-Style' Offering
Chain in multimillion-pound project to personalise non-food online shopping. Tesco Direct will relaunch early next year in a multimillion-pound initiative to personalise shoppers' experience through behavioural targeting. The 'major business...
The Week in Marketing
- Smirnoff Sensations Smirnoff has brought its Sensations dance night to the UK for the first time, featuring artists Mr White, Eric E, Joris Voorn and Fedde Le Grand. RPM created the experiential activity for Smirnoff's 'Ocean of White' evening...
The X Factor Ad Prices 'Could Fall by Up to 10%'
Cowell and Cole's absence fuels doubt over audience numbers for the 2011 series. ITV's flagship entertainment show The X Factor is facing a potential 10% year-on-year decline in ad revenues following this season's departure of star judges Simon...
Water Past Its Peak
The bottled-water sector is unlikely to match its sales-high of 2006, as experts forecast the market will be static in the next five years, writes Jane Bainbridge. When the tabloids jumped on Dominic Lawson's outing of his sister, TV chef Nigella...
What It's Really like Inside: IGN Entertainment UK
- How does the team come up with fresh marketing ideas? Each week, one member of the business, everyone from sales manager to editor-in-chief, has to present an idea at our staff meeting. The best get taken on as working projects. - What are...