Marketing

Articles from March 17

Adwatch 17.03.10: Danone Activia
Yoghurt ad avoids the pitfalls and cliches all too prevalent in promoting functional foods. 'Bloated' is such an ugly word, isn't it? And not such a great feeling, either, I imagine. Sadly, it cannot have escaped even the most inattentive TV viewer...
Andrew Walmsley on Digital: You Get What You Pay For
Digital's more accurate ways of measuring effectiveness appears to have passed some brands by. A long time ago, I sat through a long meeting as our client's chief executive threw scorn at the rough cut of an ad that had just been shown to him. 'That...
Burger King to Roll out 'Cheat on Beef' Activity
Burger King is backing its biggest product launch of the year, the Tendercrisp Premium Chicken burger, with a marketing drive encouraging consumers to 'cheat on beef'. The burger, which goes on sale in its UK restaurants this week, will be supported...
Change We Can Believe In?
The election result may not be a foregone conclusion but the prospect of a Tory government remains strong enough for marketers to ask what this would mean for them. The Conservative Party's once dominant lead in the polls may have slipped in recent...
Cosmopolitan
Sexier weeklies and up-to-the-minute websites and blogs have taken their toll, writes Nicola Clark. In April 1972, Cosmopolitan ran a near-nude centrefold of actor Burt Reynolds, pushing the magazine to the forefront of popular culture and generating...
Don't Be a Code Breaker
The latest set of advertising rules have far-reaching implications for marketers. Veteran marketer Andrew Marsden believes the new set of codes governing advertising that were unveiled this week represent the most important changes in a decade....
Editor's Comment: 3D TV Needs Extra Dimension
If, like me, you once believed 3D movies were a gimmick, watching Avatar probably made you eat your words along with your popcorn. It turns out the 3D cinema experience is pretty compelling - the millions who helped make James Cameron's sci-fi spectacular...
Jeremy Lee on Media: GMTV's Long Goodbye
Brands are right to be on their guard as ITV looks to fully integrate GMTV into its daytime offering. The GMTV sofa has, of late, been subject to far more shuffling of rears than usual, but certainly not because the broadcaster's band of sunnily...
Marketing Mole: We'll Call You - BBC
As a loyal licence-fee payer, Mole wanted to make sure our favourite shows - Mole in the Wall and Mounds of the 60s - aren't going to be axed following the review BBC Hello, this is the BBC. Can I help you? Mktg It is about the strategic review....
Marketing Mole: Who Does Google Think You Are? - David Pemsel, Group Marketing Director, ITV
- The first search result takes us to a Brand Republic article on ITV's 2005 appointment of Pemsel as marketing chief. - The second links to Marketing's article on Pemsel's promotion to ITV's executive committee. - Third is a Times Online piece...
Microsoft, the Underdog
The software giant wants to position itself as a challenger brand online, writes Andrew McCormick. Ashley Highfield has a problem. When Google prepares to launch a product, the global anticipation is akin to the prospect of a second coming; with...
O2 Puts Trust to Fore in Superbrand Strategy
O2 is seeking to become a major provider of health, education, insurance and financial services under a strategy drawn up by UK chief executive Ronan Dunne to develop the mobile operator into a superbrand. In January Marketing revealed O2's plan...
Off to a Healthy Start
The most important meal of the day for many people is also a crucial battleground for the marketers of cereal brands, writes Jane Bainbridge. The breakfast cereal market has experienced inflation as commodity costs have soared. Its value rose by...
Opinion: The Marketing Society Forum - Are Supermarkets Duping Consumers with Nominal Price Cuts?
Supermarkets are defending themselves against accusations of cynical price manipulation and an Early Day Motion calling for legislation to force them to publish weekly price lists of all their stock. NO - TIM DUFFY, CHIEF EXECUTIVE, M&C SAATCHI...
Ownergy Set to Take on Big Brand Energy Rivals
Start-up renewable energy brand Ownergy is looking to steal market share from the major utilities companies by helping consumers to generate green energy at home. Ownergy's launch coincides with a government scheme to pay compensation to consumers...
Profile: Recovery Worker
Gwyn Burr, customer director at Sainsbury's, can take a large measure of credit for the retailer's recent renaissance. Interview by Joe Thomas. Five years ago Sainsbury's was in big trouble - a fact that the supermarket's customer director, Gwyn...
Special Report: Market Research - Tell Me about It
Asking consumers set questions will give brands only certain answers. If they sit back and listen, the insight opportunities are endless, writes Mary Cowlett. Market research is attempting to change from an interrogative discipline into one that...
The Numbers Game
A killer statistic provides a compelling hook for a campaign but, with detailed data now available online, marketers must ensure the workings behind their claims are robust, writes Richard Abbott. Eight out of ten cat owners once said their pet...
The Week in Marketing
- Tyrrell's adds flavours Tyrrell's, the premium crisp brand, is launching two variants: Garden Herbs and Summer Barbecue. Garden Herbs is flavoured with basil, thyme, rosemary and oregano, while the latter has a smoky taste. The crisps will be...
Under the Lens
Opening up a brand to TV documentary-makers is risky but can boost its profile. With the value of advertising under ever-greater scrutiny, the idea of making a brand the subject of its own fly-on-the-wall documentary is increasingly tempting for...
Virgin Atlantic Shifts to Global Marketing Focus
Airline hires LBi to enhance the role of digital communications in future activity. Virgin Atlantic is overhauling its marketing strategy to establish itself as a global brand. As part of the initiative, the carrier plans to launch an ad campaign...
What It's Really like Inside: Vice Media Group
- How does the team come up with fresh marketing ideas? We own a pub just over the road from our office (The Old Blue Last) so a lot of our best thinking goes on in there. - What are the perks? Cheap drinks in the pub. - What is the main...