Marketing

Articles from April 29

A Break from the Norm
The recession means the UK self-catering holiday industry should make up some of the ground it has lost to all-inclusive deals. There was a time when splashing out on a holiday was viewed as an optional luxury. These days, even in the midst of a...
Read preview Overview
Adwatch 29.04.09: Sainsbury's
Despite the recession, the supermarket is sticking to its big idea with this appetising ad. There are two things that I really admire in the brand landscape right now. The first is brands that have a proper, big idea at the heart of everything...
Read preview Overview
Amanda Andrews on Media: Tweens, Not Tweets
Disney's unparalleled success should inspire other brands to take a share of this lucrative market. Leicester Square was transformed last week, as hordes of screaming girls gathered by the red carpet to see their idol, Destiny Hope 'Miley' Cyrus,...
Read preview Overview
Andrew Walmsley on Digital: Time to Face the Music
File-sharing has irrevocably changed the music industry - failing to accept this fact is fruitless. The government's Digital Britain conference was a parade of the great and good. From the Prime Minister to the lowliest panellist, talk was all of...
Read preview Overview
Austerity Era Heralds Brand Strategy Rethink
Chris Sanderson, director of strategy and insight at trend analysts The Future Laboratory, describes the current economy as being in a state of 'cataclysmic change'. Recession is feeding into a broader transformation in consumption patterns. It...
Read preview Overview
BBC's Budget Balancing Act
Marketing cuts will force the BBC to hone the use of its existing media resources. The BBC's decision to slash its marketing budget by 25% could be as much to do with sensitivity to the plight of its rivals, given the prevailing economic climate,...
Read preview Overview
BrandZ
We reveal the results of the 2009 BrandZ survey, which expresses in financial terms the strength of thousands of brands in 443 categories and in 30 countries. The economy may be in freefall and advertising forecasts bleak, but this year's Millward...
Read preview Overview
Editor's Comment: Don't React, Instigate
What has happened to the core marketing discipline of forward-thinking? Recently, there has been a marked increase in strategies dictated by necessity, rather than good planning. It is easy to pontificate on what could have been done differently in...
Read preview Overview
Helpline
Joe Thomas takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. SHOW MUST GO ON Q: We want to run a summer roadshow but we would like some promotional staff to assist us. Who should we...
Read preview Overview
ISP Introduces 'Seal of Approval' Accreditation
The Institute of Sales Promotion (ISP) is launching an accreditation scheme intended to protect consumers from dishonest promotional activity. Kellogg and Coca-Cola have already signed up to the ISP Seal programme and the trade body expects a number...
Read preview Overview
Less Than Watertight
A campaign pushing the benefits of bottled water has drawn a mixed response, writes Joe Thomas. The bottled-water industry kicked off the first part of its attempt to reverse declining sales last week. Under the auspices of the Natural Hydration...
Read preview Overview
Manchester United
The football club is not immune to difficulty, as its latest financial report shows, writes Ed Kemp. Manchester United's footballing success has been well documented. Off the field, its performance seems to have been as strong; deals with Diageo...
Read preview Overview
Marketing Mole: We'll Call You - Ask.Com
Can a less hirsute butler outdo the mighty Google when it comes to efficient web searches? We called the creator of Jeeves to get some answers. Ask.com Ask Jeeves, hello. Mktg Hi. Can I speak to someone in customer services? Ask.com We don't...
Read preview Overview
Marketing Mole: Who Does Google Think You Are? - David Kisilevsky, Vice-President Marketing, EMEA, Burger King
- The first result links to a profile of Kisilevsky when he was in a different role. - The second pushes to his up-to-date LinkedIn profile. - The third result refers to a profile of another David Kisilevsky, a geologist. - The fourth listing...
Read preview Overview
Marketing Promotion: The Thinkboxes Winner for March 2009 - Pure TV Brilliance from Boursin
Boursin has returned to TV advertising after a 10-year absence, and resurrected its 'Du pain, du vin, du Boursin' strapline. The soft-focus ad features a pair of French lovers frolicking in the countryside, bathed in the golden glow of late summer....
Read preview Overview
Mark Ritson on Branding: Strength in Numbers
The share performance of the BrandZ Top 100 portfolio shows the true value of strong brands. In the managerial pecking order within most firms, finance occupies a more central role than the flimsy business of marketing. Financial people use complex...
Read preview Overview
Opinion: The Marketing Society Forum - Is Nostalgia Covering Up for a Lack of New Product Development?
Following the successful relaunch of Cadbury's Wispa, companies have been rushing to revive old brands such as Birds Eye's Arctic Roll and Mellow Bird's coffee. But where does this leave NPD? NO - SIMON MICHAELIDES, MARKETING DIRECTOR, TROPICANA...
Read preview Overview
Profile: In Search of Organic Growth
Kellie Fernandes, head of global marketing at Green & Black's, is aiming to recruit new consumers to the brand. Interview by Gemma Charles. Kellie Fernandes, head of global marketing at Green & Black's, has a clear vision of the best way...
Read preview Overview
Shirt Measures
The shirt-sponsorship market has begun to suffer the fallout from the downturn. The prolific global expansion of English football's Barclays Premier League has steadily pushed up the value of the UK's shirt-sponsorship market. However, with the...
Read preview Overview
Stretching Your Budget outside the Box
As marketers try to extract value from dwindling funds, extending television activity across multiple platforms is vital, writes Nicola Clark. The fact that a T-Mobile ad has attracted more views on YouTube than Barack Obama's historic inauguration...
Read preview Overview
The Week in Marketing
- Jaffa Cakes extension. United Biscuits has launched a limited-edition strawberry-flavoured variant of McVitie's Jaffa Cakes. The product will be available until July in single pack and twin packs. McVitie's claims the Jaffa Cakes brand is worth...
Read preview Overview
Vidler Handed Top Role at EMI Music
Andria Vidler, chief marketing officer at Bauer Media, is moving to EMI Music as president for the UK and Ireland. Vidler will report directly to David Kassler, EMI Music's European president. Her remit will include the development of audience relationships...
Read preview Overview
What It's Really like Inside: The Economist
- How do you come up with fresh marketing ideas? Everything starts with the customer. We squeeze into the marketing director's office and brainstorm - sometimes so loudly you can hear the retail manager through the wall. We also keep in touch with...
Read preview Overview