Marketing

Articles from February 24

Adwatch 24.02.10: Cancer Research UK
Charity's call to participate in Race for Life is unfashionable, but more effective as a result. I've chosen to review a deeply unfashionable ad without an idea, nothing new to say and no new way of saying it. On closer inspection, however, I'm...
Andrew Walmsley on Digital: New Media Needs New PR
The influence of digital channels on consumer perceptions extends far beyond their initial reach. Five years ago, a major consumer brand - Brand X - had a problem. It was about to embark on a product launch across Europe, and was nervous about the...
Brand Manager of the Week: Liz Cuff, Brand Manager, Tracklements Condiments
- Describe yourself in three words. Imaginative, positive, approachable. - What would you be if you weren't a brand manager? I nearly studied computer animation at university. - What advice would you give someone starting their marketing...
Brands Divided over Fairtrade Certification
A schism is emerging between brands achieving Fairtrade Foundation accreditation and Rainforest Alliance (RA) certification. The divide comes in the wake of Sainsbury's proclaiming itself the world's biggest Fairtrade retailer. The supermarket claimed...
Celebrity in the News - Tiger Woods
After a three-month self-imposed exile, Tiger Woods emerged last Friday to apologise to the world and his wife for his sexual misbehaviour. The golfing champion's timing was questioned, however, as it threatened to steal the limelight from one of...
Diet Coke's Split Personality
Will yet another shift in marketing strategy begin to dilute the brand's message, asks Joe Thomas. Coca-Cola unveiled a marketing strategy for its Diet Coke brand last week, centred on fashion and celebrity gossip. It includes a year-long partnership...
Editor's Comment: Grocery Brands Strike Back
Thanks to the protracted and painful disappearance of the UK economy's performance down the U-bend, consumers have become adept at cutting out the luxuries from the weekly grocery shop. Against a backdrop of financial misery and price inflation,...
Ethics Come into Fashion
Mainstream fashion is starting to take account of sustainability issues, writes Gemma Charles. Fairtrade Fortnight and London Fashion Week, both of which are currently under way, have spawned a multitude of related brand campaigns. However, precious...
Homing in on Viewers
Will targeted TV ads be met with suspicion by consumers or prove highly effective, asks Chris Ellery. The recent backlash against Google's Buzz social network has highlighted a lingering suspicion among consumers about the ways companies use their...
HSBC Rethinks Strategy with Wealth-Based Plan
Bank to align marketing across six targeted consumer and business sub-brands. HSBC is to realign its marketing based on six sub-brands that will target consumers and businesses according to their level of wealth. The shift is part of a wider...
Jessops
The photography chain's recent woes have been capped by a forced restructure. The strapline for the photographic retailer Jessops is 'Advice for life'. Given its recent woes, the company may need to avail itself of this if it is to continue. ...
Marketer in the News - Alison Jones, Debenhams
- Why is Jones in the news? Department-store chain Debenhams has confirmed that its marketing director, Ali Jones, is leaving the company to take up a marketing role at rival Arcadia Group. She has spent about six years as the top marketer at Debenhams,...
Marketing Mole: We'll Call You - the London Weekly
Moles are by nature nosey creatures, so we could not resist the temptation to go under cover to find out how things were going at the much-derided freesheet. The London Weekly Good morning, The London Weekly, how can I help? Marketing: Hi. I've...
Marketing Mole: Who Does Google Think You Are?
Angus Maciver, Group marketing and communications director, Morrisons. - The first link is to Maciver's LinkedIn page where he has 230 connections and a detailed professional biography. - The second result takes us to books on the Amazon website...
Mark Kleinman on Marketing and the City: Pushing the Envelope
Royal Mail has long been in choppy waters, and things are only going to get more turbulent this year. The sense of political hiatus in Westminster is palpable, even as the financial markets await the details of a plan to tackle the budget deficit....
Mark Ritson on Branding: Toyota's Structural Flaw
The company's focus on a master-brand means that if one of its models faces problems, they all do. This week Toyota's Japanese president, Akio Toyoda, will face a US-style dressing down when he appears before a Congressional hearing in Washington...
Opinion: The Marketing Society Forum - Can Apology Advertising End Up Doing More Harm Than Good?
Toyota and Eurostar have launched marketing campaigns to express their contrition to consumers about recent high-profile and reputation-damaging failures to meet their brand promises. YES - RAOUL PINNELL, CHAIRMAN, STRATEGIC INVESTMENT PARTNERS...
Pepsi Shows 'Wild Side' with Online Relaunch
PepsiCo is to relaunch its UK website in April, as part of a strategy to shift spend from TV to digital media. The soft-drinks company will support the revamp with a social media campaign in the summer, encouraging consumers to show off their 'wild...
Profile: The Risk Assessor
Tina Shortle, marketing director at AXA Insurance, is not afraid to stir up controversy to build brand awareness. Interview by Alex Brownsell. Anyone expecting Tina Shortle, marketing director at AXA Insurance, to reflect the anarchic image of Iggy...
Ribena to Pilot Juiced Up Product in Schools
Ribena's decision to launch a healthier juice-based product specifically aimed at children and teens has been welcomed by brand experts. Brand owner GlaxoSmithKline (GSK) is kicking off its activity for Juiced Up by approaching school catering groups....
Rovers' Return on Investment
As British television institution Coronation Street approaches its 50th anniversary, several brands, both national and regional, are hoping to bask in its spotlight, writes Nicola Clark. In an environment where media fragmentation remains the biggest...
Still Earning a Crust
While pizza and pasta chains have been struggling on the eat-in side, takeaways remain popular with the cash-strapped public. Two-for-one offers are a favourite tool for boosting volume sales, and the recession has led to a surge in these promotions...
The New Luxury Market
Luxury brands have not been immune from the downturn and need to reassess their digital strategies to thrive, writes Nicola Clark. Consumers getting their Chanel fix at the luxury brand's flagship Rue Cambon store in Paris can quench their thirst...
The Week in Marketing
- Bench's global reach Fashion brand Bench has created a video tracing the development of the brand from its Manchester origins 20 years ago. The work, created by Corporation Pop, is being used to demonstrate Bench's presence in multiple markets...
What It's Really like Inside: Spotify
- How does the team come up with fresh marketing ideas? The challenge is to pick the ideas that keep us evolving while staying true to our core values. Plus there's always a new playlist, so we have a constant stream of inspiration. And strong coffee...