Marketing

Articles from October 19

101 Christmas Premiums: The Dangers of Cutting Back on Festive Rewards
Skimping on seasonal gifts, even in tough times, may be a bad business move. Against the background of high-street gloom and a projected UK economic growth rate of only 1.1% this year, Christmas gifting could be seen as an extravagance. However,...
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A Clearer Footprint
Sustainability is high on the corporate agenda, and with consumers demanding transparency, fostering understanding of brands' carbon emissions is crucial, writes Elisabeth Jeffries. If the Fairtrade Foundation label cut through the fog of commodities...
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Adwatch 19.10.11: Halifax
The high-street banking brand has opted for an ad with a familiar approach. So, finally, Halifax is back. After the radio-station debacle and then a long hiatus while it chose a new agency, some fresh creative work has emerged. The idea is for...
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An Audience with Sir Terry Leahy: 'You Have to Break the Straitjacket'
Sir Terry Leahy says this is 'the best of times' for marketers, if they are bold enough. Sir Terry Leahy never admits his mistakes. The former Tesco chief executive, who was named by The Guardian as the most influential non-politician in Britain...
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Andrew Walmsley on Digital: The Tech Sector Needs You
Technology companies might have brilliant products, but they don't know how to sell the things. This week, some reassurance. After considerable research, I can confirm that lots of other people (including me) don't get it either. A straw poll...
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Branston
The pickle's absence from owner Premier Foods' 'power brands' list is telling, writes Rachel Barnes. When you think of a category and only one name springs to mind, usually it would be a safe bet that the brand in question is in reasonable health....
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Disney Seals Xbox 360 Tie-Up for Game Launch
Disney UK and Microsoft are embarking on an eight-month partnership to support the launch of the Disneyland Adventures Xbox 360 game, which marks the first time a brand has used Disney's live shows in promotional activity. The campaign, which will...
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Editor's Comment: Leahy's Risks Made His Business
'The winter of our discontent', the Bard's oft-used phrase, may be brought back into service as the economy stutters toward Christmas. Consumers are feeling the chill, and cheer is in short supply as rounds of cuts and redundancies continue to hit...
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Experiental Essays: Blackjack Promotions - Rising to the Challenge
With travel retail providing a growing threat to the high street, brands need to wake up to the fact that specialist agencies using targeted interaction and sampling can deliver impressive results. As has been shown by Heathrow Airport's marketing...
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Experiental Essays: Ear to the Ground - Live Advertising to Channel Me
The live experience is an unbeatable way to connect with consumers, and now it can reach a wider audience when brands capture the event and distribute it via traditional media or social networking. From an epic tune at a packed warehouse party to...
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Experiental Essays: Hotcow - Influencing Consideration
A changing mindset among consumers, as a result of increased product choice and a marketing overload, provides a golden opportunity to offer something that will resonate with them. Consumers are changing the way in which they listen, research, talk...
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Experiental Essays: Introduction
Welcome to Experiential Essays, sponsored by International Confex. For the first time, Marketing and Event magazines are joining forces to produce the ultimate in thought-leadership from the burgeoning experiential industry. A new home, revamped...
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Experiental Essays: Sense - Engaging with the Masses
The powerful combination of experiential marketing and social media has resulted in any remnants of the traditional question marks over the reach of the discipline being well and truly dismissed. The weakness of experiential marketing is its inability...
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Helen Edwards on Branding: Come Fly with Me
British Airways and easyJet's big-money ads couldn't be more different - yet neither hits the mark. Compare and contrast the seduction techniques of two airlines lavishing big money on advertising right now. In its 90-second TV spot, British...
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Industry Steps Up Fight to Keep Self-Regulation
The marketing industry's ongoing battle to prevent tighter government regulation has been boosted by the launch of several initiatives encouraging responsible practices. Over the past week, said to be one of the most significant for the promotion...
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Marketing Mole: We'll Call You - BT
Mole was intrigued by news of BT's 'porn filter' for broadband customers, because we want to be certain our computer is clear of such smut, we hasten to add. BT: Hello, BT Sales, how can I help? Mktg: Hi, I'm a customer and I read in the news...
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Marketing Mole: Who Does Google Think You Are? - Richard Cristofoli, Marketing Director, Debenhams
- The first link is to Debenhams' corporate page. - The second and fourth links are to a video interview with Cristofoli on Marketing's website. - The third is to Retail Gazette about his appointment. - The final result pushes to a report...
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Opinion: The Marketing Society Forum - Does Global Marketing Require a Network Agency Rather Than Independent Shops?
Cross-border marketing presents its own set of cultural and logistical problems, raising the question of whether brands should enlist the services of a network agency or opt for various independents. YES - BART MICHELS, MANAGING DIRECTOR, ADDED...
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Placement Put to the Test
The relaxation of rules regulating branded content on TV means that product placement is likely to beco me more commonplace, and brands and channels are sure to be watching carefully, writes David Benady. Broadcasters are blurring the boundaries...
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Ray-Ban
The popular sunglasses brand has been associated with Hollywood 'cool' since the 50s. Originally designed to protect pilots' eyes from sun glare, Ray-Ban sunglasses have been adopted as a uniform for cool among Hollywood stars since the 50s. ...
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The Week in Marketing
- Virgin Media refresh Virgin Media has unveiled a fresh brand identity incorporating the Union Flag, as it seeks to tap into patriotism sparked by London 2012. The logo combines the flag with the brand's original red infinity symbol Created by...
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Thomson Targets Gains with Early Ad Campaign
TUI-owned operator switches from post-Christmas focus to 'get people to listen'. Thomson Holidays, the TUI UK & Ireland-owned brand, is to break from its traditional strategy of a post-Christmas ad campaign by running its biggest push to date...
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Ticking the Healthy Box
Cereals are still a firm favourite at the breakfast table, with brands promoting both their nutritional and ec onomic benefits, writes Jane Bainbridge. Article upon article has been written about the death of the family meal, and people skipping...
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What It's Really like Inside: Palmer and Harvey
- How does the team come up with fresh marketing ideas? We get a lot of inspiration from our people on the ground. We also hold regular creative brainstorming sessions with staff from across the company. - What are the perks of the job? Palmer...
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Who Do You Think Should Be Crowned Brand of the Year?
'Brand of the Year' is as much about the year as the brand, in that the winner will have best exploited the latest trends in media, technology and society. As the readers of Marketing prepare to choose the shortlist of brands for this year's accolade...
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