Marketing

Articles from March 16

Adidas Runs First Global Multibrand Ad Campaign
Adidas has shifted to an overarching advertising strategy with a star-studded global campaign which, for the first time, promotes all three of its sub-brands. The campaign, which launches today (16 March) during Channel 4's Hollyoaks, includes the...
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Adwatch 16.03.11: Matchaffinity.Com
Promise of a happy, lasting relationship doesn't ring true in this testimonial-based ad. Zaid al Zaidy, Chief strategic officer, TBWA\London With all the anguish, sadness and bloodshed going on in Libya, we are reminded that we should never take...
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Andrew Walmsley on Digital: Marketing's New Life Skills
Two studies suggest that marketers are polarising according to their level of digital know-how. Carl Jung invented the term synchronicity to describe the experience of two events, the coincidence of which had meaning. His theory of the 'collective...
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Brand Manager of the Week: Rob Oakley, Brand Manager, Kettler GB
- Describe yourself in three words. Ambitious, imaginative, level-headed. - How would you define marketing? Effectively communicating to a targeted audience in a way that engages them to spend their wages on Kettler products. - What would...
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Brands Defy Expectations to Boost Advertising Investment
Procter & Gamble leads marketing upswing as majority of UK's top 100 advertisers increase spend. More than three-quarters of the UK's top 100 advertisers increased their adspend in 2010, defying predictions that the year would mark a steep decline...
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Calorific Value
Brands with opposing stances on displaying calorie details are sizing up the risks. Some of the high street's most recognised fast-food and restaurant brands face having their credentials reassessed by consumers this week as the Department of Health...
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Dr Martens Sets Sights on Fashion Positioning
Footwear manufacturer Dr Martens is preparing to relaunch as a broader British fashion brand as part of a drive to improve global sales. The brand is set to roll out its biggest ad campaign to date ahead of the launch of its Autumn/Winter collection....
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Editor's Comment: A Silver Lining amid the Gloom
Listen to marketers, agency chiefs and, ahem, trade magazine editors, and you wouldn't think it possible. But, amid the economic doom and gloom, the year the Jeremiahs had written off as a non-starter turned out to be a positive one. Marketer confidence,...
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Flavour of the Month
Cash-strapped consumers are skipping healthier options in favour of the affordable indulgence offered by premium crisp brands, writes Jane Bainbridge. As the mood of austerity leads more people to stay home to save money - and more than half of...
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Google Raises the Stakes
The purchase of BeatThatQuote is set to shake up the price-comparison arena. Last week, little-known British comparison site BeatThatQuote was catapulted into the limelight after Google bought it for a cool pounds 37.7m. The acquisition raised...
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Helen Edwards on Branding: When It Pays Not to Follow
Being first past the post to disclose information or pre-empt legislation is a move worth making. The received wisdom on 'first-mover advantage' is that it often isn't Cautionary tales are told of companies that devote big resources to the development...
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Hyundai
Sales of the marque have slumped since the highs of the scrappage incentive, writes Alex Brownsell. In the UK, Korean cars have never enjoyed the same level of affection as their Japanese counterparts. To own a Honda or Toyota is to be progressive...
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Lloyds Banking Group Rejigs Marketing Set-Up
Lloyds Banking Group is to overhaul its UK marketing operations, as it looks to improve the effectiveness of its communications. The marketing division is to be renamed the 'customer and brand function', with the creation of several roles to help...
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Marketing Mole: We'll Call You - Cadbury
Mole has been baffled by the 'Spots V Stripes' TV ads that feature events such as loo-roll unravelling and speed tea-making. What is Cadbury going on about? Cadbury: Hello (name) speaking, how can I help you? Mktg: Hi, I'm calling because I'm...
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Marketing Mole: Who Does Google Think You Are? - Anna Rafferty, Managing Director, Penguin Digital
- The first link is to Rafferty's LinkedIn page. - The second and third results push to information on the econsultancy site about an event at which she spoke. - The fourth links to a Bookseller report on an appointment at Penguin. - The fifth...
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Opinion: The Marketing Society Forum - Is It Ever a Good Idea to Showcase Other Brands within Your Marketing?
Asos.com has shunned the convention of an 'exclusive' strategy with social networking service Fashion Finder, which gives its customers access to lines that it does not carry, but its rivals do YES Gary Lace, Founding partner, (Beta) This...
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Orange and T-Mobile to Rework Brand Alignment
Everything Everywhere embarks on strategy to differentiate mobile offerings. Mobile company Everything Everywhere has taken the first steps to differentiate its two brands, with Orange focusing on entertainment and T- Mobile targeting consumers...
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Profile: A New Lease of Life
Martin George, managing director of group development, wants to build a positive legacy at Bupa after his traumatic BA exit. On the wall of Martin George's desk hangs the kind of retro 40s marketing poster that has become ubiquitous in cafes across...
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Sharp's Image Makeover
Can passe consumer electronics brands ever really engineer a full-scale revival, asks Suzy Bashford. In the fast-moving consumer electronics category, nothing is more important than a clear marketing strategy that includes the presentation of a...
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Special Report - Market Research: A Social Insight
Social networks may have grabbed the headlines, but marketers have to weigh up the pros and cons of using this medium as a research channel, writes Mary Cowlett. As the digital revolution and the shift to mobile devices drives the take-up and use...
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The Week in Marketing
- Nivea signs Rihanna Nivea has drafted in pop star Rihanna to front a global campaign celebrating the brand's centenary. The '100 years skincare for life' push, which starts in May, will include multichannel digital activity aimed at a younger...
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Top 100 Advertisers
Last year may not have delivered the bounce-back that media owners were hoping for, but the latest adspend figures reflect the beginnings of a solid recovery, writes Adam Woods. You might call it a dead-cat bounce, or a tantalising upstroke in the...
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What It's Really like Inside: Unearthed
- How does the team come up with fresh marketing ideas? Coffee, a flip chart, a marker pen and a couple of hours of brainstorming means we get there in the end. - What are the perks of the job? It's a food brand, there is cake. - Describe...
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