Marketing

Articles from June 1

Adwatch: British Airways - 'Cloud'
Flyers of a nervous disposition may wish to look away at this point. As the latest British Airways commercial hove into view the other night, an increasing sense of unease crept over me as I recognised the strains of that John Denver classic. 'I'm...
Brand Health Check: Sunday Express
Richard Desmond's title is shipping readers just as its mid-market arch-rival is gaining them. What's wrong, asks Jeremy Lee. Can the British public finally be tiring of reading conspiracy theories of dubious taste surrounding the death of Princess...
Careers: What's It Really like Inside - Fat Face
Are all Fat Face marketers extreme sports enthusiasts? Absolutely. We have most sports covered, including sailing, skiing, wakeboarding, kayaking, mountain biking, rock climbing, snowboarding and triathlon. Will any of you be taking part in the...
Editorial: Shifts of Power Are Inevitable
The moment we draw a line under Marketing's annual Power 100 rankings and send the pages to press is invariably the point at which the phone starts ringing off the hook with news of the latest high-profile marketing departures. We call it the 'Curse...
Helen Dickinson on Retail: Forecourts' Marriage of Convenience
When you ask people what they think of when they hear the term 'retail', the usual answers include high streets, fashion, supermarkets and the internet. However, there is another very important area of retail, one with which most of us interact...
Helpline
Jemima Bokaie takes the hassle out of finding the right product or service - you ask the question, she'll provide the answer. IN FOR THE LONG-HAUL Q: We manage advertising for a big FMCG company. How can we transfer the artwork of its leading...
Marketing Mix: We'll Call You - Nestle
Sezer, Grace, Richard, Bonnie, Pete, Imogen... and Mix. Yes, we want in to the Big Brother house. Can Kit Kat help us? Mktg: Hello, I've heard you can win a place on Big Brother by buying a special Kit Kat. Is that true? Nestle: That's right,...
Mark Ritson on Branding: TK Maxx Is Proof Power Corrupts
Emma Smith (not her real name) is the UK marketing manager for a well-known perfume brand. The brand has been on the market for eight years - an eternity in the fast-moving, constantly changing world of fragrances. Each year it becomes harder for...
Media Analysis: Rajar Progress Short-Circuited
Potential hitches mean Rajar is dragging its heels on switching to electronic audience measurement. Last week's news that Rajar will not introduce electronic measurement of radio audiences in 2007 raised few eyebrows in the industry. Former talkSPORT...
News Analysis: No Call for 3G
Despite paying billions for 3G licences, mobile firms are failing to excite consumers into buying them. The British public's lukewarm reception to 3G has been nothing short of a catastrophe for the mobile phone operators. Not only has the technology's...
News Analysis: Path to Social Acceptance
Social-networking sites are a highly attractive marketing medium, but they require a delicate touch, writes Bill Britt. Imagine if TV worked in reverse, with people at home providing the entertainment, while the broadcaster and a few marketers sat...
Opinion: Marketing Society - Captivating Measures
Sue Todd is marketing director of Viacom Outdoor and a member of The Marketing Society. The pressure on advertising planners to prove that their strategy will deliver the required return on the clients' budgets has never been more acute. And...
Power 100
Power - an attribute everyone wants, but few attain. Our essential guide to the key players will show you who holds sway in the UK marketing industry. Power is often thought of as a vice - mostly by those who do not have it but secretly want it....
Profile: Campaign Director - Eric Schlosser Journalist and Author
At first glance, Eric Schlosser seems an unlikely crusader. For a start, he doesn't sound angry. No matter what the subject, his voice remains soft and relaxed. Of medium build with a long-vanished hairline, he is casually dressed in crumpled blue...
Radiowatch: Bulldog Broadband - 'Open the Gate'
The battle for broadband dominance has started in earnest and Bulldog Broadband is among the most prominent providers, with TV and radio at the forefront of its marketing strategy. Its radio campaign has clearly been conceived to reinforce and extend...
Raymond Snoddy on Media: HDTV Offers Vision of the Future
It feels really good to be one of the elite band already in possession of high-definition (HD) television - an early adopter after all those years. The really impressive smart ones, of course, were the tiny group kitted up on the launch day last Monday....
Sector Insight: Champagne and Sparkling Wine - Bubbling Over
Champagne sales are soaring as the drink casts off its exclusive, celebration-only image, writes Jane Bainbridge. THE BACKGROUND - Champagne and sparkling wines are no longer the preserve of special occasions. Inspired by aspirations to the glamourous...