Marketing

Articles from November 24

Adwatch 24.11.10: Wilkinson Sword
Hyperbole and a misplaced metaphor have created a confusing, irrelevant ad. RUSS LIDSTONE - Chief executive, Euro RSCG London I'm a glass half-full kind of chap. I generally try to start an Adwatch assignment with positive intent. Ultimately,...
Andrew Walmsley on Digital: A Lot of Buzz about Nothing
Beware the claims made by digital monitoring services about the accuracy of the data they provide. Whether it's religion, politics or business, there are always those who seek the easy answer. And, as markets tend to satisfy demand with supply,...
A Question of X Appeal
Brands pay a premium to reach big audiences, but cutting through is less simple. Earlier this month, The X Factor drew its biggest audience to date, outside a final, when 17.7m viewers tuned in to watch Cher swagger, Katie weep and Aiden pull some...
Best in Show
Department store John Lewis has won The Marketing Society's Brand of the Year. The Marketing Society Brand of the Year, supported by ITV and Marketing, is a much-coveted accolade. More than 12,000 votes were cast ahead of the annual dinner last...
Brand or Bland?
As the crucial Christmas trading season gets into full swing, standing out is vital. Here, we unveil the findings of exclusive research into the most exciting and the blandest retailers, writes Nicola Clark. Where once shopping was Britain's biggest...
Burrda Targets Nike in Drive into UK Market
Burrda, the Swiss-owned sportswear brand, is gearing up for a major push into the UK lifestyle clothes market. The three-year-old company, which manufactures the kit for Premier League football club Wolverhampton Wanderers, will position itself...
Editor's Comment: ITV's Vote of Confidence
It's not often that broadcasters are accused of 'daylight robbery', but this was the charge levelled at ITV back in 2007, when it found itself at the centre of a premium-rate phone-in scandal. The network had charged viewers of primetime shows including...
From Top to Bottom
Unilever's chief marketer plans to drive sustainability through the value chain. Last week, Unilever launched its 'Sustainable Living Plan'. The document details the FMCG giant's commitment to double sales while reducing its impact on the planet....
Google to Show Twitter Ads in Real-Time Search
Google set to introduce 'Promoted Tweets' ads in 'Updates' search results in UK. Google has begun displaying Twitter's 'Promoted Tweets' in its real-time search - the first time the internet giant has featured ads from another network in its listings....
Heathrow Plans Events to Boost Youth Appeal
Heathrow Airport is to host a slew of experiential activity, as it looks to refocus its marketing efforts on younger people. Over the next few months, the BAA-owned airport will create events that focus on the UK's calendar of cultural and sporting...
Helen Edwards on Branding: Back to Basics
Santander's drive to recruit new customers belies the fact that it falls short in serving existing ones. You walk into a cafe. 'Coffee please.' 'For here, or take away?' 'Take away.' 'Small, medium or large?' 'Err ... medium.' 'Black or white?'...
Marketing Mole: We'll Call You - Ryanair
Mole has become used to the budget airline's headline-grabbing antics, but its latest, a charity calendar with cabin-crew 'stunners', rubbed us up the wrong way. Ryanair: Hello, you're through to Ryanair, how may I help you? Mktg: Hi, I'm calling...
Marketing Mole: Who Does Google Think You Are? - Sarah Power, Marketing Director, UK & Ireland, Burger King
- The first link leads to an index of Sarah Powers on LinkedIn. - The second is to our Sarah Power's actual LinkedIn page. - The third link is to a PDF of the release about Power's appointment, while the fourth is to the actual press release....
Marketing Promotion: The Thinkboxes Winner for September/October 2010 - Pure TV Brilliance from Virgin Atlantic
Virgin Atlantic had a tough task in following up its acclaimed 2009 'Still red hot' campaign celebrating 25 years of the brand. However, the airline has struck gold again with its first global TV push. The pounds 6m TV campaign sought to strengthen...
Nokia to Pay Brands to Build Apps for Ovi Store
Nokia is to pay advertisers to create branded apps for its Ovi app store in a push to counter the dominance of Apple's iPhone and Google Android-supported smartphones. The plans have been confirmed by several app developers, which said they have...
Opinion: The Marketing Society Forum
Will focusing on branded content help put the fun back into Ford? The automotive manufacturer has drawn up a branded entertainment strategy to coincide with the launch of its latest Focus model as it looks to strengthen its appeal as a trusted car...
Profile: Game-Winning Strategy
Dawn Paine, marketing director of Nintendo UK, is certain the brand can see off a renewed challenge from its rivals. Interview by Kim Benjamin. Surprising Dawn Paine is not an easy task. It has been four long years since the marketing director of...
Saturated Market
The move to position laundry products as eco-friendly is the most notable trend in a sector where comp etition is always fierce, writes Jane Bainbridge. The rise of the eco-conscious consumer has led to the laundry products market repositioning...
The Great Christmas Party Comeback
With budgets tight and the public mood against any kind of corporate excess, workplace Christmas parti es fell out of vogue last year. Mike Fletcher reports on the revival of the festive way to motivate staff. What a difference a year makes. Just...
The Week in Marketing
- Kleenex goes balmy Kleenex is targeting consumers during the winter months with an integrated campaign for its Balsam tissues. The Kimberly-Clark-owned brand is promoting the 'soothing benefit' of the product. Humorous ads, by JWT London, show...
What It's Really like Inside: Future Publishing
How does the team come up with fresh marketing ideas? Future is full of creative types, so there's always plenty of ideas for ad campaigns, viral content, covermount gifts and the like. We use a games release schedule to help inspire ideas, too...
Yellow Pages
The business directory is a ubiquitous brand, but is it still relevant to consumers, asks Rachel Barnes. Most of us have fond memories of seeing muscle men on the TV a decade or two ago attempting to rip up multiple copies of the Yellow Pages -...