Marketing

Articles from September 2

Adwatch 02.09.09: Head & Shoulders
The shampoo's witty break from its traditional ad format is a gamble that has paid off. I have three confessions to make. First, I use Head & Shoulders. It is appropriate to mention because brands grow when more people use them. (How far from...
Amanda Andrews on Media: The Demand Is There
Free-to-air VOD will prove a lucrative market for broadcasters and content aggregators. The Competition Commission's shock decision earlier this year not to approve Project Kangaroo - the advertiser-funded video-on-demand (VOD) service from ITV,...
Andrew Walmsley on Digital: No Avoiding the Middleman
As the web has evolved so has the nature of its intermediaries, but agencies still have a role to play. When the internet emerged in the mid-90s, the talk was of 'disintermediation' - the death of the middleman. The web, it was said, would give...
Building a Strong Base
As UK consumers incorporate these once-exotic foodstuffs into their daily menu, the sector is enjoying steady growth. Noodles, rice and pasta form the base of many dishes from around the world that have found their way into the British diet. The...
DSGi Covers Itself
The group is extending the scope of its warranties to drive consumer engagement. The extended warranty market for home-electrical sales is often viewed with suspicion by consumers, and not without reason. For retailers, however, it is still a profitable...
Editor's Comment: Saluting Salman Amin
This week we give PepsiCo's Salman Amin a send-off in our news pages, marking some of his biggest achievements over the past four years. Of particular note has been the way he has pummelled the snack-food side of the business, with some vigour,...
Heinz Tomato Ketchup
Own-label brands are on the rise and threatening to overwhelm the brand, writes Gemma Charles. Heinz Tomato Ketchup, one of the UK's truly iconic food brands, is battling to retain share as cash-strapped consumers turn to own-label alternatives....
Helpline
We take the hassle out of finding the right product or service - you ask the question, we'll provide the answer. RESEARCH REMIT Q: We would like to conduct some online market research. Is there a company that offers this? A: Get in touch with...
Marketing Mole: We'll Call You - Greyhound (First Group)
Mole couldn't ignore all the publicity surrounding the launch of the quintessentially American coach service in the UK, so we rang to ask when we can get on board. First Group Good morning, First Group. How may I direct your call? Mktg Hi, I...
Marketing Mole: Who Does Google Think You Are? - Russell Braterman, Marketing Director, Phones4U
- The first two results take us to LinkedIn, first to Braterman's own profile and second his listing in the social network's directory. - The third result is Braterman's Facebook profile. - Next is a recent profile from Marketing, which followed...
Mark Ritson on Branding: Leave the Brand out of It
Johnnie Walker's move out of Kilmarnock has stirred up a storm, but why is the focus on the brand? In three centuries of Scottish whisky production, more than 1000 distilleries have operated at one time or another. The fact that there are now fewer...
Marlboro Launch Puts Spotlight on Strictures
Tobacco brands have little room for manoeuvre left, writes Gemma Charles. The roll-out of Marlboro's new mid-priced brand, Bright Leaf, highlights the difficulties cigarette marketers face. Due to the restrictions laid down in the 2003 Tobacco...
Netlog Eyes UK Growth
The social networking portal is making a concerted effort to boost its UK profile. With Facebook's popularity now seemingly transcending all demographic divides, the social network has, arguably, started to lose its cool with young people. Ready...
Opinion: The Marketing Society Forum - Is Is Too Early for Marketers to Be Showing Interest in 3D Advertising?
Sainsbury's sponsorship of a week of 3D programming on Channel 4 this autumn has raised the question of whether the medium has become a viable platform for mainstream campaigns. NO - RUFUS RADCLIFFE, HEAD OF NETWORK MARKETING, CHANNEL 4 3D will...
PepsiCo Awards Global Marketing Role to Amin
PepsiCo UK and Ireland president Salman Amin has been promoted to the role of executive vice-president, sales and marketing, leaving a legacy of product innovation and anti-obesity and carbon-reduction initiatives. Amin, who had been in the role...
Profile: An Irresistible Combination
Jon Wilson, Allied Bakeries' marketing director, hopes 'tempting' ads and some NPD will give Kingsmill a boost. Interview by Gemma Charles. Jon Wilson, the marketing director of Allied Bakeries, wants to grab a slice of the limelight for Kingsmill....
Reaching the Staycation Nation
Event and sponsorship activity has been at the sharp end of the recession, but UK consumers have been going to festivals in droves this year, providing a big opportunity for brands. A couple of years ago, The Ordinary Boys opened their set at the...
Reality Bites
C4 needs to invest in quality programmes to fill the void left by axing Big Brother. Channel 4's decision to axe the tired Big Brother format from its summer schedule after 2010, thereby freeing up 200 peak-time hours across C4 and E4, will have...
The Great British Banking Challenge
Trust in Britain's financial institutions is at an all-time low, David Benady asks how marketing can help restore public confidence in the banks. Massive bonuses for bankers are nothing new. However, when they are being doled out just months after...
The Week in Marketing
- Kingsmill halves loaf. Bread-maker Kingsmill is rolling out variants of its existing lines to cater for smaller households. The Little Big Loaf format offers full-sized slices of bread in half-sized packs. The launch will be supported by a pounds...
What It's Really like Inside: O2
- Describe the marketing team in three words. We're better, connected. - How do you come up with marketing ideas? We ask our customers what they want, and why. - What is the main marketing challenge you face? It's not just mobile anymore....