Marketing

Articles from May 19

Adwatch 19.05.10: Sony
The brand's ad for its internet-enabled TVs fails to offer a compelling reason to buy one. Sony's ad for its internet TVs is the most interesting in the Adwatch table, so a positive start for an execution that has taken a knocking. It shows kids...
Andrew Walmsley on Digital: Connecting the Dots
The data we generate by using electronic devices and the web could create a business opportunity. The web we all know and love is a web of sites. From YouTube to MSN, Google to Directgov, these exist to facilitate the exchange of content between...
Brand in the News: Facebook
- Why is Facebook in the news? Facebook is facing a backlash over its approach to privacy, which has led some users to delete their profiles. Last year the social networking site, which has 400m users worldwide, announced that some personal information...
Brand Manager of the Week: Marcy Richardson, Digital Marketing Manager, Hachette Filipacchi UK
- Describe yourself in three words. Determined, creative, geek. - What would you be if you weren't a brand manager? Restaurant critic. - What advice would you give someone starting their marketing career today? Keep up to date with the...
Editor's Comment: Facebook Risks Losing Faithful
Mark Zuckerberg might appear to be more affable geek than evil genius, but the Facebook founder's masterplan to seize control of the web would make even the dastardliest Bond villain proud. The social networking site, founded just six years ago,...
Energy Goes into Efficiency
Energy brands are shifting away from green marketing to more credible themes. EDF's decision to review its sustainability-driven marketing strategy (Marketing, 12 May) may mark a turning point in energy firms' use of environmental themes in their...
Everything to Everyone?
The corporate entity housing Orange and T-Mobile now has a brand of its own, writes David Tiltman. If the team behind the merger of Orange and T-Mobile wanted to attract attention, it certainly went the right way about it. Not for those involved...
Helen Edwards on Branding: The Supply-Chain Reaction
The reputation of your brand is at the mercy of the success or failure of the chain of supply behind it. Earlier this month, BP gave a great deal of free publicity to one of its many suppliers. Across the media spectrum, we heard and read all about...
Jeremy Lee on Media: The Uncertainty Principle
The formation of a coalition government means the media's future is far from a foregone conclusion. Whether you think of the new government as a beautiful marriage or an unholy union will depend on your politics and point of view. However, the collective...
Marketing Mole: We'll Call You - KFC
Mole enjoys the occasional Bargain Bucket, so was shocked to hear KFC had been fined after vermin was found in one of its branches. We rang to discover more. KFC: KFC customer care line, how can I help you? Mktg: Hi. I read an article about a...
Marketing Mole: Who Does Google Think You Are? - Peter Duffy, Head of Marketing, Audi UK
- The first and second search results take us to an engineering company called Peter Duffy Limited. - The next listing pushes to LinkedIn, where 92 Peter Duffys are registered. - Google's new display format then gives us two references to Audi's...
Mountain Dew Returns with Social Media Push
PepsiCo is backing the return of Mountain Dew to the UK with a campaign targeting Facebook and Twitter users. The soft-drink brand, which has been absent from the market for 12 years, will return under the extended brand name Mountain Dew Energy....
O2 Reignites Battle with Home Broadband Rivals
O2 will this week step up its battle with broadband suppliers by launching a pounds 5m campaign accusing rivals of making misleading claims and offering poor customer service. The ads, created by VCCP, use a series of characters to illustrate problems...
Opinion: The Marketing Society Forum - Do Consumers Care More about Price Than They Do about Provenance?
Warburtons has axed plans to launch its first loaf produced using only British wheat after it conducted research that it claims revealed consumers were put off by the concept NO- Andrew Hawkins, Managing director, DCH Not when provenance is both...
Parliament
Will the latest batch of MPs to enter the Commons be able to repair its reputation, asks Joe Thomas. New politics, or just more of the same? The political TV debates in the run-up to the election were meant to usher in a more transparent ways of...
Power Plate to Target Men Via F1 Team Tie-Up
Power Plate, the fitness and training equipment brand, has signed a three-year deal with the Williams Formula One team as part of a push to win over male consumers. The brand, which manufactures gym equipment, has previously relied on endorsements...
PR Leagues
The latest agency league tables suggest the UK PR industry is in rude health, writes Mary Cowlett. For the UK PR industry, 2009 was a turbulent year. Many of the 150 biggest agencies were hit hard by the recession and had to roll out their best-laid...
Profile: Up for the Cup
Darran Britton, marketing and strategy director at Carlsberg, is using World Cup fever to build brand momentum. Interview by Gemma Charles. Darran Britton, marketing and strategy director at Carlsberg, confesses that he has been annoying his wife...
Same Old Recipe
The public is losing its appetite for celebrity-chef endorsements of food brands. Bernard Matthews Farms' decision to launch a range of co-branded products with Marco Pierre White extends its relationship with the celebrity chef, who will also front...
Takeaway Success
Fast-food outlets have performed well during the recession because consumers view their offering as an 'affordable treat', writes Jane Bainbridge. In Japan they are a safe place for teenage girls to hang out, in Mexico families flock to them as...
The Week in Marketing
- Pepsi in football push Pepsi is teaming up with Microsoft Advertising to launch a series of football games on the MSN web portal. Players start the game as a waterboy before appearing in an ad shoot with global football stars and then taking part...
Tweenage Angst
Today's teens are as misunderstood by marketers as they are by their own parents. Suzy Bashford examines ways to redress the balance. The cliche that children 'grow up too quickly these days' has never seemed more apt than in the wake of the brouhaha...
Vauxhall Backs Meriva with Pounds 10m Ad Strategy
Marque to focus on making family car as popular as Corsa and Astra models. Vauxhall is backing the relaunch of the Meriva, its family model, with a pounds 10m UK push, aimed at making it one of the marque's top-three selling vehicles. The Meriva...
What It's Really like Inside My-Wardrobe.Com
- How does the team come up with fresh marketing ideas? We have regular brainstorming sessions and work with key digital influencers, so we have our finger firmly on the pulse. - What are the perks of the job? Working in a creative team, a...