Marketing

Articles from June 16

Adwatch 16.06.10: The Sun
A crooning Terry Venables sets the right mood as the World Cup gets under way. By the time you read this, the World Cup will have begun, England will have wiped the floor with the US, Spain will already be disqualified, and both Messi and Ronaldo...
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American Apparel
Media focus on the US clothing company has not translated into higher sales, writes Joe Thomas. The recent trend for eccentrically coloured leggings and leotards has been a boon for quirky fashion brand American Apparel. However, its financial results...
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Andrew Walmsley on Digital: Thrive or Just Survive?
Traditional media buyers must learn to work within very different parameters in the online TV world. Last month's launch of Google TV was no surprise to seasoned media-watchers. Yet, while its audience may be ready for it, the advertising market...
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BP Funds Digital Drive to Promote Oil-Spill Effort
BP has turned to the web in an attempt to avert further criticism of its handling of the ongoing Gulf of Mexico oil leak. The energy company is to follow up a dollars 50m US TV ad campaign with global digital activity aimed at defending its role...
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Brand Manager of the Week: Pamela Brown, Brand Manager, Centrica
- Describe yourself in three words. Passionate, driven, fun. - How would you define marketing? Walking in your consumers' shoes and understanding how your product is relevant to them. - What would you be if you weren't a brand manager?...
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Categorically Speaking
How will a shift away from brand management affect drinks firms like Diageo, asks Jane Simms. To some, drinks group Diageo's shift toward running its marketing on a category basis is long overdue. After all, category management, which is based on...
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Coral Uses TV Channel to Boost Shops' Appeal
Bookmaker Coral is to launch an in-store TV channel in an effort to arrest a decline in footfall at its betting shops. The company is to introduce Coral TV during the World Cup at all its 1600 outlets, with content filmed at a purpose-built studio...
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Customer Publishing Leagues
Customer publishers took a hit last year as clients reined in their budgets. Yet the outlook is positive, with agencies reporting more pitch activity and a willingness to innovate, writes Robert McLuhan. Last year proved tough for the UK's customer...
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Daily Star Gets Ruthless
The tabloid is slashing its cover price in a drive to outsell the Daily Mirror, writes John Reynolds. Richard Desmond, the high-profile and opinionated newspaper proprietor, has not been shy in stating his ambition to see the Daily Star overtake...
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Editor's Comment: Bold Brands Set Creativity Free
Marketers need to be a lot bolder if they want to create truly distinctive brands. This was the message delivered by Aviva chief marketing officer Amanda Mackenzie at the seventh annual Media 360 conference in Manchester last week. Outlining...
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Helen Edwards on Branding: Rebranding Made Easy
Consumers are willing to accept changes to a brand's name, as long as its core values remain intact. Buy yourself a coffee on your next easyJet flight and you will almost certainly double the profit the carrier makes out of you for that trip. The...
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Investing in the Future
The UK pensions industry has been rocked by the recession, but a significant potential market remains to be tapped, writes Jane Bainbridge. The market turmoil of 2008 and subsequent recession have had a severe impact on the pensions market, as consumers'...
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It's All in the Name
One of the most prized assets for sports teams is the name of their home ground. For decades it has been tough to put a value on it, but that is now changing, writes Christian Sylt. It might seem like a massive benefit for a sponsor to have its...
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Jeremy Lee on Media: Big Brother's Long Shadow
The changes heralded by the ground-breaking Channel 4 reality show will outlive its final series. It probably seemed a good idea at the time - sending a few former housemates around to deliver a wreath in the shape of the Big Brother eye motif to...
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KFC Forced to Rethink as Breakfast Trial Fails
New menu being introduced as part of global plan to challenge fast-food rivals. KFC is revamping its breakfast menu and store opening times after an initial attempt at becoming a breakfast destination misfired. The fried-chicken chain is to run...
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Marketer in the News: Will Orr
- Where has Orr resurfaced? Will Orr, a lifelong adman, has morphed into a British Gas marketer, taking up the role of communications director as part of a wider company reshuffle. Orr started his career at WCRS and worked briefly at Mother before...
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Marketing Mole: We'll Call You - Paddy Power
Moles love all animals, so when we saw an apparently glaring example of cruelty to a defenceless feline, we were so incensed we had to contact those responsible. Paddy Power: Hello, Paddy Power; how can I help you? Mktg: Hi there. I've just seen...
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Marketing Mole: Who Does Google Think You Are? - Darran Britton, Marketing and Strategy Director, Carlsberg
- The first result takes us to Britton's LinkedIn profile. - Next is a story in Wholesale News from 2006 referring to his promotion to marketing director at Carlsberg UK. - The third link takes us to Britton's profile on 123people. - Next...
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Opinion: The Marketing Society Forum - Is a Long-Term 'Interim Marketing Director' Damaging for a Brand?
Can a long-standing 'stand-in' bring fresh impetus to a brand's marketing, or is the job title an oxymoron that suggests the company in question is simply struggling to find the right candidate? MAYBE - Thomas Delabriere, Marketing director, Innocent...
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Profile: Staying True to His Roots
Michael Bates, marketing director at Morrisons, sees the supermarket, the UK's fourth-biggest, as a challenger brand. Morrisons has just been through a period of transition, with the departure of Dutch chief executive Marc Bolland to Marks &...
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Reality's New Dimension
Technology is enhancing the customer experience like never before, writes Andrew McCormick. Greetings card-maker Hallmark is set to become the latest brand to use augmented reality (AR) to show off its products, as the technology starts to emerge...
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Telegraph Set to Launch Revamped Fashion Site
Telegraph Media Group (TMG) plans to launch a major digital fashion initiative in September to take on magazine brands such as Marie Claire, Vogue, Glamour. The strategy is being overseen by Nancy Cruickshank, who joined TMG last year as its executive...
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The Week in Marketing
- Lynx World Cup push Unilever has launched a global football-themed outdoor campaign for its Lynx and Axe brands. The posters, which will be rolled out in countries competing in the World Cup, use the image of a young woman pulling her shirt up...
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What It's Really like Inside: Goldshield Healthcare
- How does the team come up with fresh marketing ideas? We get our key agencies together on a regular basis in a creative off-site environment to discuss our current strategies and brainstorm fresh ideas. - What are the perks? Working with...
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