Marketing

Articles from September 22

Adwatch 22.09.10: Vauxhall
A trip through the marque's advertising history highlights only its inconsistencies. Recessions can make people do some strange things. A pinched budget can lead to lateral ways of getting your message across - and that's no bad thing. If you...
Andrew Walmsley on Digital: The New Data
Many brands have yet to exploit the wealth of consumer information available from online sources. When I started out in advertising, I read The Sun every morning, without fail. Of course, there were lots of other (significantly more expensive) ways...
Brand Health Check: Blacks Leisure
The outdoor retail brand is continuing to struggle, despite radical restructuring, writes Jeremy Lee. After striking a rescue deal with creditors at the end of last year, Blacks Leisure needs to produce exemplary results. Unfortunately, its most...
Branding: The Enduring Power of the Hollywood Ad
Advertising has long leaned on cinema in the hope that a sprinkling of movie-star glamour will lead to a glowing bottom line. Adam Woods asks whether the approach is running out of steam. There is a place where Specsavers shares common ground with...
Brand Manager of the Week: Larry File, Brand Communications Manager, Ginsters of Cornwall
- Describe yourself in three words. Working too hard. - What would you be if you weren't a brand manager? I planned to be an English teacher, so the teaching profession owes marketing a huge debt. - What attracted you to your current job?...
Brands Back Sustainable Show at Fashion Week
Monsoon, Ecover and Lavazza are among the brands to have sponsored London Fashion Week's first sustainable fashion show. The show, held in partnership with START, an initiative by the Prince's Charities Foundation to celebrate sustainable living,...
Cheap Frills
Ryanair is considering shifting its focus from price to quality, writes Loulla-Mae Eleftheriou-Smith. Ryanair chief executive Michael O'Leary is rarely out of the headlines with his stream of novel ideas to aid cost-cutting and fuel revenues. ...
Editor's Comment: The End of the Beginning
If ever more proof were needed that social media is now part of the fabric of British culture, then here it is: Winston Churchill has started tweeting. It's hard to imagine our 'Greatest Briton' clutching a mobile phone instead of his trademark...
Helen Edwards on Branding: The Challenge of the Dual
Marketers shouldn't fear using multiple messages to communicate a brand's singular attributes. One of the flashpoints in the relationship between marketers and agencies is the issue of dual messaging. Advertising agencies are especially hot on insisting...
Jeremy Lee on Media: No News Is Not Good News
By using a PR hoax to fool other outlets The Sun undermined its own credibility as a news source. When The Sun announced the launch of its own fragrance last week, reporters generally took the story at face value, swiftly filing their copy before...
Kraft Focuses Increased Spend on Power Brands
Kraft has outlined plans to hike its global marketing spend and identified several regional 'power brands' that will receive the best part of the investment. The US food company made the disclosure during an update on its global strategy. Speaking...
Opinion: The Marketing Society Forum
Will Google Instant change the way in which brands approach search? Google claims its new search tool, which presents updated results as each letter of a search term is typed, reduces average response times and expects it to have a profound impact...
Out of Home Top of Mind
Reaching consumers at specific parts of their day has never been easier, thanks to innovation in outdoor media, writes Suzy Bashford. Clever ambient media is one of the few marketing channels that can still genuinely stop people in their tracks....
Profile: Riding the Waves
Andy Wood, chief executive of Adnams, is pursuing a green agenda in tandem with his drive for expansion. Interview by Gemma Charles. There may be heavy grey clouds over Southwold in Suffolk, the home of brewer Adnams, but Andy Wood's enthusiasm...
Renault Integrates PR and Marketing Function
Car manufacturer appoints first chief marketing and communications officer. Car-making alliance Renault-Nissan is to unify its marketing and communications as it looks to achieve greater consistency across promotional activity. Renault has created...
The Big Screen Gets Bigger
UK cinemas have been buoyed by the pulling power of 3D, but are still struggling to convince consumers that they offer good value, writes Jane Bainbridge. When director James Cameron created a world inhabited by Na'vis and used the latest technology...
The Generation Gap
Marketers are looking to redefine the lucrative but hard-to-pin-down youth audience. There was a time when people would have understood what marketers meant when they said they wanted to target 'the iPod generation'. For most of us, it would have...
The Motherly Touch
'Ordinary mums' are proving to be a recurring strand in marketing campaigns. The success of social networking sites such as Netmums and Mumsnet has created a body of 'real mums' and a potent force that politicians cross at their peril, as Gordon...
The Week in Marketing
- Corrie creates game Coronation Street has been turned into a social networking game on Facebook and ITV.com. Corrie Nation is the result of a partnership between the soap's ITV Studios production team and Enteraction, the social gaming subsidiary...
Twitter Relaunches in Push to Boost Revenue
Twitter's first major revamp in its four-year history could help it boost its commercial revenue tenfold over the next year, according to industry experts. The microblogging site has undergone a redesign that makes multimedia assets such as photos...
We'll Call You: Foster's
Mole is a big comedy fan, so we were intrigued to hear that the lager brand is funding new one-off episodes of old faves such as I'm Alan Partridge and The Fast Show Foster's: Hello. How can I help you? Mktg:: Hello. I am a passionate drinker...
What It's Really like Inside Beatbullying
- How does the team come up with fresh marketing ideas? We have a lot of ideas-based people, so the process is a charged and excited one, but we always try to stay focused. - What are the perks of the job? A never-ending supply of cakes, decent...
Who Does Google Think You Are? - Nick Craggs, UK Marketing Director, Adidas
- The first result takes us to the Adidas press site. - The next links to a profile of Craggs on Brand Republic, and the third to search results for his name on the site. - The fourth result is for a Pipl profile of Craggs. - The fifth leads...