Marketing

Articles from January 12

Andrew Walmsley on Digital: Not-So-Special Delivery
Online retailers cannot afford to ignore the problematic final yard of shipping goods to the customer. Christmas was a bugger. Central London was rammed with shoppers who didn't know where they were going, inexplicably stopping in front of you,...
Brand in the News: Tesco
- Why is Tesco in the news? Tesco has hit the headlines for moving into the controversial cash-for-gold market with the website Tescogoldexchange.com. The service was soft-launched late last year, but has attracted press attention for offering...
Brand Manager of the Week: Sophia Warner, Category Marketing Controller, Palmer and Harvey
- Describe yourself in three words. Persistent, determined, ambitious. - How would you define marketing? Here at P&H it's all about delivering what a customer wants and exceeding their expectations. - What would you be if you weren't...
Change Brewing at Starbucks
While the company's revamp may be simply a bold nod to its strength of identity, it could also signal an escalation in brand extensions. Howard Schultz, chief executive and founder of coffee chain Starbucks, told an audience of staff members last...
Facebook Calls Summit to Lure UK Advertisers
Facebook is to hold a summit for the UK digital industry as part of its plan to become the platform of choice for brand advertising. The social network is hosting its first 'Influencer Summit', a high-profile gathering of top UK agencies, with the...
Helen Edwards on Branding: The Personality Puzzle
It is time to stop brainstorming adjectives and develop a more realistic expression of brand essence. When marketing teams craft their brand-positioning models, there are always tough, thorny and fun bits. At the tough end of the spectrum is...
Irritating Ads 2010: Memorable for the Wrong Reason
As Gocompare is crowned the most irritating ad for the second year running, Nicola Clark asks whether being irksome is an effective strategy, or simply a case of lazy marketing. The past 12 months have been characterised by change: Prince William...
It's Crunch Time for Credit
The fallout from the global financial crisis has led to the personal loans market taking a hit, but it is set to recover in 2011, albeit slowly, writes Jane Bainbridge. Those who got carried away with Santa's generosity and were a little flash with...
Let the Games Clamp Down
London 2012 will be the most-protected Olympics to date, so non-sponsors beware. Burger King, Barclaycard, Unilever and many other global brands will find their marketing activity facing unprecedented levels of scrutiny around the London 2012 Olympic...
Lloyds TSB to Focus on Forging Consumer Trust
Lloyds TSB is to focus its 2011 marketing strategy on building trust in the brand, as it continues its recovery from part-nationalisation in 2008. Brand and customer marketing director Catherine Kehoe said the bank would continue to employ its 'For...
Marketing Mole: Who Does Google Think You Are? - Dawn Paine, Marketing Director, Nintendo UK
- The first link is to Paine's profile on ZoomInfo. - The second is to a story about Nintendo and the BBC from 2008 on the Times website. - The third result pushes to a story about Paine's appointment in 2005. - The fourth and fifth links...
Marketing Moment: New Pub Drinks Measures
- What is going on? Fancy a schooner after work? Remember the phrase, because it could soon become as common as an invitation to meet over a pint. The Department for Business, Innovation & Skills has announced plans to relax the UK's strict...
MatchAffinity Takes to the Road to Back Service
Match, the online dating service, is launching a documentary-style campaign to position its MatchAffinity offering as the best for individuals seeking long-lasting relationships. MatchAffinity launched last year with the claim that it can help users...
Opinion: The Marketing Society Forum
Will product placement greatly increase the effectiveness of marketing on TV? From the end of next month, Ofcom will allow paid-for references to products and services in UK TV programmes for the first time. They have been allowed in radio programmes...
Profile: Getting Straight to the Points
Lindsay Reisser-Weston, vice-president of marketing at Weight Watchers UK, is reinventing its proposition. Lindsay Reisser-Weston has been on a diet. As marketing chief at Weight Watchers, the trim, five-foot-tall Northern Irishwoman, along with...
Spotify
The music-streaming site has grown quickly, but is fighting heavy losses, writes Sarah Shearman. After gaining widespread popularity following its launch in 2008, musicstreaming service and digital darling Spotify has hit a bump in the road. ...
The Week in Marketing
- Marketing Awards Weetabix chief executive Ken Wood has been unveiled as the chair of the judges for this year's Marketing Society Awards for Excellence, in association with Marketing. The awards will take place on 6 June at the London Hilton on...
The Year Ahead
We asked some of marketing's leading thinkers for their predictions of what the next 12 months have in store, from 'apps with eyes and ears' to a resurgence in ethical shopping. If 2010 was a year in which marketers collectively held their breath...
What It's Really like Inside Dormen Food Company
- How does the team come up with fresh marketing ideas? We are totally driven by consumer insight, so we often run cross-functional sessions (sometimes with alcohol and, of course, nuts and snacks) to develop brand ideas. - What are the perks...