Marketing

Articles from February 4

Affinity: More for Less
Tighter budgets are bringing greater flexibility when it comes to media tie-ups. As the downturn continues to bite, media outlets are becoming 'much less precious' about who they form partnerships with. This, at least, is the view of Cocktail...
Amanda Andrews on Media: Ads Take on New Dimension
Sky's plans to roll out a 3D HD TV service may be better for advertisers than for viewers' waistlines. Telly addicts are the target of the government's latest anti-obesity campaign, which attempts to draw children away from the TV and on to the...
Andrew Walmsley on Digital: Fortune Favoured the Brave
The web initially threatened marketing intermediaries, but not once savvy ones proved their worth. If you've ever bought a house through an estate agent, insurance through a broker, or a holiday on the high street, you've probably thought about...
Brand Health Check: Channel 4
Can the broadcaster adapt its revenue model to a changing market, asks Sarah Johnson. Set on the route of 'managed decline' is the way Ed Richards, chief executive of Ofcom, described Channel 4 last week. This seemingly confirmed the pleas of its...
Careers: Brand Manager of the Week - Chris Watney, Head of Churchill and Privilege Brands, Royal Bank of Scotland
Describe yourself in three words - Life's too short. How would you define marketing? A fascinating blend of business, psychology, good old-fashioned research and analysis, a dollop of intuition and plenty of creativity. What would you be if you...
Careers: What It's Really like Inside - House of Fraser
- What is the main marketing challenge you face? Changing people's perception of the House of Fraser brand in line with the investment we have put into our stores, marketing communications and ecommerce. - How do you come up with new marketing...
Carter Puts Brakes on Digital Radio Switchover
Radio industry hopes of pushing digital migration in 2017 have been hit by the government's refusal to set a switch-over plan for consumers, despite hailing the pounds 200m push driving the change from analogue to digital TV a success. The future...
Editor's Comment: Everyone's a Winner
Marketing partnerships between government and brands are often, rightly or wrongly, thought to be about compromise. 'We pay for your advertising to get the government's voice heard and you get off our backs' is often thought to be the basic outline...
Helpline
Joe Thomas takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. OWN-LAPEL PRODUCTS Q: Our company is running a stand at a children's show and we would like to be able to give out some...
Marketing Mole: We'll Call You - Mattel
Barbie might be an icon in the public consciousness and the queen of Mattel's toy offering, but the success of her 50th birthday rests on just one woman: Peggy. Mktg Hello? Mattel (Mumbles.) Mktg Sorry, I can't hear you. Mattel OK, I won't...
Marketing Mole: Who Does Google Think You Are? - Sheila Mitchell, Marketing Director, Department of Health
- The first and third results refer to a Scottish artist, the first selling 'art prints' and the latter a link to Visual Arts Scotland's members. - The second refers to an English sculptor; the fourth links to a voiceover artist. - The only accurate...
Mark Ritson on Branding: Banks Must Learn to Listen
Big finance brands should stop patronising the public and open their ears to what they're being told. Shameful. That was the damning indictment from President Obama last week after it emerged that Wall Street bankers are currently enjoying exactly...
Media Analysis: TV Plays the Name Game
Five and UKTV's overhauls reflect a grasp of the edge that a strong brand can impart. The addition of the letter 'A' to Five US, presumably to emphasise the origin of its content to anyone too stupid to hitherto have realised it, might not sound...
New Brands on TV: TV on a Shoestring
Price deflation has made television advertising more affordable - and attractive - to a growing number of brands, but is it a case of quantity over quality, asks Nicola Clark. The cost of TV advertising is at its lowest level since 1992, making...
News Analysis: The Coupon's Redemption
Electronic distribution and tighter purse strings are reviving voucher use, writes Miranda Fitzgerald. Money-off coupons are shaking off their dowdy Green Shield Stamp-image and experiencing a renaissance. As they adapt to the economic downturn,...
News Analysis: The Whitehall Way
The practice of brand-backed public information campaigns is on the rise, writes Alex Brownsell. On first inspection it sounds like a marketing match made in hell: stuffy government departments partnering with irresponsible, scandal-riven corporate...
Opinion: The Marketing Society Forum - Do Companies Need to Appoint a Chief Trust Officer?
As banks ponder how to rebuild consumers' trust, is it time for all brands to rethink how to protect this most precious commodity and even to appoint a full-time custodian in order to safeguard it? NO - LISA THOMAS, CHIEF EXECUTIVE, LIDA The...
Profile: Bringing Insight to the Table
Jeremy Schwartz, chief marketing officer at News International, could hardly have chosen a tougher time to join. Interview by Sarah Johnson. The start of something new can be a great place to be. A clean break, a chance to start over, to make fresh...
Recall: Adwatch 04.02.09 - Barnardo's
The campaigning children's charity cut through all the Christmas tinsel with style. In the frantic run-up to Christmas there's a cosy familiarity to the ad breaks. The mince pies, the fake snow, the cheesy grins and the obligatory Christmas track....
Sector Insight: Hotels - Recession Checks In
As business travellers move to cheaper accommodation, belt-tightening and a strong euro are set to benefit the UK hotel trade. In these straitened times, budget hotels would appear to be one of the sectors that could do well. But last month, executives...
Sprite to Debut Sugar Substitute in UK
Coca-Cola is set to roll out Sprite Green, its first drinks brand using Truvia sweetener, in the UK. Truvia is a natural sugar substitute - a market that is predicted to be the next battleground between Coca-Cola and Pepsi (Marketing, 5 August 2008)....
The Week in Marketing
- Coke seals O2 tie. Coca-Cola has become an official sponsor of The O2 Arena. The soft-drink company has signed a three-year deal to be the pouring rights partner both for the main arena and indigo2, The O2's more intimate 2300-capacity music venue....