Marketing

Articles from June 6

Adwatch: Volvo C30 - 'Rabbit or Rat?'
The chance to make a car ad is the sort of opportunity for which every creative would give his or her last yellow pencil. In fact, I remember a time when doing a Volvo ad would mean getting said pencil straight back anyway. But that was back in the...
Andrew Walmsley on Digital: Guard Your Domain or Pay the Price
The internet may be big and respectable these days. It may even be the darling of the stock markets once again and the ambition of the graduate, but there are still areas where spurs and a Stetson wouldn't be out of place. Unlike your run-of-the-mill...
Brand Health Check: Levi's
Despite its iconic status and acclaimed advertising, the jeans brand is losing out to own-label rivals. Levi's sales are shrinking like a pair of jeans on a hot wash. Between 2004 and 2006, UK sales slumped from pounds 198m to pounds 174m - a 12.1%...
Careers: What's It Really like Inside - Tiger Beer
- Tiger Beer is brewed in Singapore, Thailand, Vietnam, Papua New Guinea, Cambodia, Malaysia and China. Does the marketing team ever get to visit these exotic places? Yes, definitely. Each year our parent company holds a brand conference where all...
Conference Preview: Maintaining Family Value
Despite stricter regulations and evolving media habits, children remain a coveted audience, writes Joanna Bowery. If, as some say, brand loyalty begins at the age of two, marketers understandably want to get in early with their potential customers....
Design: Change for the Better
Pepsi is rolling out 35 different pack designs, signifying a shift toward viewing packaging as a constantly evolving route to engagement, rather than a sacrosanct mark of brand continuity. Consistency and recognition at point of sale may be the...
Digital: Red Bull Builds F1 News Site
Red Bull is launching a digital drive to keep Formula One fans up to date with the progress of its teams during the F1 racing season. The energy-drink brand has briefed Hi-Res to develop a website that will act as the online home of The Red Bulletin,...
Editorial: Portman Ruling Defies Logic
An irrational policy decision is, by its very nature, difficult to argue with. The Portman Group's announcement that it is to add a rule to its Code of Practice that will prevent alcohol brands from appearing on children's replica sports shirts is...
Helpline
Becky Charles takes the hassle out of finding the right product or service - you ask the question, she'll provide the answer. BRAND SHAKE-UP Q: We are a small consultancy about to celebrate our 20th anniversary and want to revitalise our branding....
Marketing Mix: We'll Call You - Digital UK
One of the digital switchover ads has us worried that we'll have to spend a bundle on an immediate TV upgrade. Digital UK: Good afternoon, this is Digital UK. How can I help you? Mktg: Hi, can you tell me exactly what this digital switchover...
Mark Ritson on Branding: Wal-Mart Is Deaf to Its Best Advisers
In many ways Wal-Mart is a massive success story - especially in the US, where the retailer started. Two-thirds of Americans visit a Wal-Mart on a monthly basis; more than 138m visit its stores in an average week. As its chief marketing officer, John...
Media Analysis: Standard Plots Renaissance
London's paid-for daily is in urgent need of a way to re-engage both readers and media buyers, writes Jeremy Lee. Is the news that the Evening Standard is looking for a new advertising agency - and presumably, therefore, a fresh marketing strategy...
Neuromarketing: The Bluffer's Guide to the Brain
Understanding how we think is crucial for marketers, but for the uninitiated, it can be an enigma. Justin Gibbons of Work Research examines what the industry can learn from recent discoveries. Far from being the domain of lab-coated boffins, neuroscience...
News Analysis: Haven't I Seen You Before?
Brands that ape the creativity of their rivals risk losing their own identity in the process. Joanna Bowery reports. Every so often an ad is broadcast that leaves viewers with a distinct feeling of deja vu. Sainsbury's latest activity, which broke...
Opinion: The Marketing Society Forum - Does Advertising around Controversial TV Damage Brands?
As Channel 4 prepares to broadcast Diana: The Witnesses in the Tunnel, should brands be wary of advertising around such risky TV content? ALISON BUCKNALL, EXECUTIVE PLANNING DIRECTOR, LEO BURNETT It depends on what is being advertised. It goes...
Profile: Football's Social Conscience - Eelco Van der Noll Global Marketing Director, FIFA
FIFA's jovial global marketing director Eelco van der Noll has plenty to smile about, not least an idyllic lifestyle at his lakeside home in Zurich, where he resides with his wife and two children. 'We live in a beautiful country,' he says. 'In...
Raymond Snoddy on Media: Logic Says WSJ Is Safe with Murdoch
It's not as much of a racing cert as Frankie Dettori, but Rupert Murdoch becoming owner of The Wall Street Journal before the summer is out is a decent punt. It is possible that the publication's controlling Bancroft family will meet the irrepressible...
Replica Kit Ban Impact to Widen
The Portman Group's voluntary ban on alcohol sponsorship on children's replica sports shirts will not only create a headache for drinks brands, but may also have implications for sponsors from other sectors. 'Any sector such as alcohol, fast food...
Sector Insight: Sugar Confectionery - Sweets Riding out Obesity Storm
Growing interest in healthier, premium and retro sweets may offset a declining core audience. THE BACKGROUND - The simple act of feeding a child has become a mine-field. Parents are more conscious than ever of the detrimental effects of too much...