Marketing

Articles from January 18

And Finally: We'll Call You - Netflix
Moles may not hibernate, but we do spend as much of winter in front of the TV as the next mammal, so the arrival of Netflix to the UK caught our attention. Netflix Hello, can I help you? Mktg Yes. I have heard about your film service, and I am...
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Brand Barometer: Adwatch
Marketing's unique weekly analysis of advertisement recall in association with tns TESCO - Old-fashioned festive ad communicated the chain's strategy adequately - Geoff Smith, Creative director, McCann London It's the first day back in the office...
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Brand Builder: Virgin Money
In the first of a new series, Alex Brownsell looks at Virgin's prospects in high-street banking. If there is one brand that can be relied on to strike up a fanfare, it is Virgin. Yet the roll-out of Virgin Money as a high-street chain posed a question:...
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CES 2012: Key Trends for Marketers
For those who missed out on the event itself, Marketing asked Eric Bader, president and chief strategy officer, worldwide, at media network Initiative, to outline the show's most salient themes. Every year the great and good of media, marketing...
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Dualit
Best-known for its toasters, the domestic-appliances brand applies classic design sensibilities across its range. Dualit appliances are a kitchen classic. With an industrial design that has remained largely unchanged since the 40s, a heritage of...
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Guru
As the mood of austerity continues to limit marketing budgets in mature markets, Will Harris says marketers should educate themselves on new regions and the opportunities they present. Q: I have been offered a promotion to marketing director that...
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Hotels
While chains in the UK have proved resilient to the effects of the recession, questions remain over how the 2012 Olympics and Jubilee celebrations will affect London hotels, writes Jane Bainbridge. MAIN PLAYERS Charlie Herbert - Trading director,...
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Opinion
Poorly performing retailers who are quick to blame their plight on the economy would do better to sharpen their focus and offerings. Retailers choose their words carefully when announcing a lacklustre trading performance for the festive period....
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Profile Builder: Who Google Thinks You Are ... Ian Armstrong, Global Communications Director, Jaguar
- The first link is to Armstrong's LinkedIn page. - The next is to The Marketing Society Awards, of which Armstrong is a judge. - The third result is a search page for Armstrong on Brand Republic. - The fourth is a story from Marketing last...
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RFU Adopts Player Focus to Tackle Media Setbacks
Rugby Union body will push 'integrity' in attempt to recover from nightmare World Cup campaign. The Rugby Football Union (RFU), the governing body of the sport in England, is overhauling its marketing activities with plans to put player accessibility...
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Shift
Marketers instinctively like to segment people into 'tribes', but the days of the defined target market are over as consumers opt for a more personalised, less predictable approach, writes Nicola Clark. It is a widely acknowledged marketing truth...
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Sport's 'Crown Jewels' Must Step out of Olympics Shadow
Brands affiliated with non-Olympic events must try harder to stand out this year. With little more than six months until the start of the Olympics, and the early June kick-off for UEFA's Euro 2012 football tournament fast approaching, it is easy...
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The Business of One
For many marketers, securing a new job is top of their 2012 agenda, but even those who are not planning to jump ship should ensure that their personal brand is in order, writes David Benady. With January wishful thinking still fresh in the air,...
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The DIY Creative Brands
Often decried by creative agency stalwarts, the in-house approach has been adopted by brands in a wide range of sectors. How does this work, and how effective can the results be, asks Adam Woods. What was Littlewoods thinking of when it devised...
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The Marketing: Interview - James Eadie
Coca-Cola's portfolio director for the 2012 Olympics faces challenges ranging from guerrilla marketing to achieving standout. By Nicola Clark. The world may well be watching, but for former army captain James Eadie, it will be the audience in Atlanta,...
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The Marketing Society Forum: Is It Risky for Gender-Specific Brands to Target the Opposite Sex?
Unilever is crossing gender boundaries by adding limited-edition scent Anarchy to its Axe range. NO - ALAN GILES, CHAIRMAN, FAT FACE Fashion brands often subsequently launch a variant for the opposite sex - think Topshop and Topman. It's an obvious...
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This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. - Virgin Media fields ringer Bolt Virgin Media used a Twitter teaser campaign to introduce its 'biggest ever' multichannel marketing push, in which...
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