Marketing

Articles from August 25

Adwatch 25.08.10: Foxy Bingo
Gaming site overloads its 10-second spot and fails to exploit fully its Grease theme. I have watched the development of Foxy Bingo's advertising with great interest. Gaming is an enormous category, with seemingly endless growth. While I have...
A Healthier Dose of Realism
Questions are being raised about marketers' slow response to the airbrushing issue. When the equalities minister, Lynne Featherstone, extolled the virtues of Mad Men actress Christina Hendricks as the antidote to the army of digitally enhanced,...
Andrew Walmsley on Digital: Return Path's Far from Clear
Only self-deluding marketers will claim to understand ROI on their brands' social-media activity. Social media had it easy last year. The channel was in an early-adopter phase - lots of dipping of toes and little requirement that it paid its way....
BT Vision
The TV platform's pounds 30m push touting its new Sky Sports offering has fallen flat, writes Jeremy Lee. For BT Vision, the acquisition of rights to show Sky Sports 1 and 2 was meant to herald a new era for its hybrid DTT/IPTV platform. Indeed,...
Editor's Comment: F1 Sponsors: Stronger Together
In these austere times, nothing is guaranteed to make a marketing director wince like a Formula One sponsorship deal. F1 is one of the world's most popular sports, but shelling out millions for what some may perceive as branded bumper stickers could...
Facebook Develops Ad Tool to Rival Foursquare
Facebook has launched its long-awaited geo-location service, Facebook Places, as the battle for 'local' advertising revenues intensifies. The service allows Facebook members to be 'geo-tagged' and share their location with friends. It is currently...
Getting a Second Opinion
Mars' use of an external group to review its marketing could start a trend, writes Gemma Charles. In their quest to hardwire responsible practices into their marketing activities, brands are looking to outsiders for guidance on their products and...
Getting in on the Joke
Can brands credibly sponsor comedy, or are such partnerships too risky, asks Jennifer Whitehead. Is it a good idea for brands to sponsor comedy? If you have been following the Stewart Lee/Foster's 'comedy god' spat, you might think it best to steer...
Helen Edwards on Branding: A Prince among Marketers
Duchy Originals' reinvention was a necessity after it failed to capitalise on its founder's principles. This autumn, Waitrose will complete the relaunch of Duchy Originals, the organic food brand founded by the Prince of Wales 20 years ago. It...
Jeremy Lee on Media: Clear Thinking Inside the Box
From tentative beginnings, Thinkbox has proved a highly effective champion for commercial TV. Even the most wide-eyed and enthusiastic spotter of seismic shifts in media would struggle to pretend that UKTV's rejoining of Thinkbox has, metaphorically...
Marketing Mole: We'll Call You - Sainsbury's
Mole is very concerned about landfill, so we're ready to try out anything that reduces packaging waste. We called Sainsbury's to find out more about its milk bags. Mktg Hi. I've seen these milk bags you're selling and had some questions. Can you...
Marketing Mole: Who Does Google Think You Are? - Margerie Barbes-Petit, Brand Director, Nina Ricci
- The first and second results take us to articles on duty-free news websites about the launch of L'Elixir perfume. - The third pushes to a story about Nina Ricci's 60th birthday on the French-Canadian Elle magazine's website. - Next is a news...
Profile: A Practical Brand-Builder
Rob Murray, marketing director at Wickes, is driving a change in culture as well as fortunes at the DIY retailer. Interview by Sarah Shearman. Harrow, in the heart of John Betjeman's famed Metroland suburbia, seems like an appropriate place for...
Sour Side to Growth
Although volume sales in the sector are expected to continue their steady rise, inflation will take its toll on value, writes Jane Bainbridge. The milk and cream sector is a rare thing in today's economic climate: a market in growth. Despite issues...
Stores Use Social Media in Back-to-School Drive
Supermarket chains are integrating social media into their back-to-school marketing campaigns in an effort to target web-savvy parents. Consumers are increasingly discussing school uniform via social media platforms and forums such as Facebook,...
Tesco Rolls out Trial of 'Drive-Through' Service
Analysts remain unconvinced by 'click and collect' home-shopping offering. Tesco's launch of the UK's first drive-through supermarket has received a lukewarm response from analysts, with some raising questions over the feasibility of a wider roll-out....
The Marketing Society Forum: Do Copycat Brands Reflect a Lack of Creativity in Marketing?
Marks & Spencer appears to have joined the ranks of 'copycat' retailers, having been criticised for launching a product that bears striking similarities to Coca-Cola's Glaceau Vitaminwater. YES - Dave Brown, UK chairman, The Brand Union There...
The Mother of All Online Opportunities
Brands might be wary of partnering parenting sites, but engaging with the nation's mums can change perceptions and reap rewards. Mumsnet's co-founder and managing director, Justine Roberts, laughs heartily at the revelation that some advertisers...
The Power of the Crowd
In the wake of the recession, consumers are banding together to get price reductions on a growing range of products. Nicola Clark asks whether group buying is just a form of discounting or a real shift in consumption. When controversial political...
The Week in Marketing
- M&S in web TV show Marks & Spencer is launching an online TV fashion show hosted by Myleene Klass. Myleene's Makeovers, a series of 10-minute clips created by agency Adjust Your Set, will show the M&S brand ambassador attempting to...
TUI Shops to Abandon Late-Deal Window Cards
Tour operator TUI Travel is to overhaul its nationwide chain of Thomson and First Choice outlets in an effort to enhance the customer experience. One of the changes being trialled is the removal of traditional last-minute deal posters that have...
What It's Really like Inside: Nelsons
- How does the team come up with fresh marketing ideas? We are a very creative team and we also get input from our communications team and external agencies, so the ideas come in from all directions. - Describe the marketing team in three words....