Marketing

Articles from May 20

Adwatch 20.05.09: Persil
This ad is stranded in a bygone world that we should be happy to have left behind. Everyone in marketing and advertising should watch Mad Men. Not because it has something to do with the industry but because it has everything to do with being confused,...
All Change under Canvas
Plans for a free-to-view on-demand TV service could have major implications. Project Canvas is the name given to the planned broadband TV service from the BBC, ITV and BT that emerged from the ashes of the equally obscurely named Project Kangaroo....
Andrew Walmsley on Digital: A Lesson in Co-Operation
Media owners may want to charge for online content, but their efforts will fall flat without teamwork. The Prisoner's Dilemma is an exercise developed in game theory by Merrill Flood and Melvin Dresher, working at military think-tank RAND in the...
Andrex
The toilet tissue brand is on the wrong end of rising costs and green concerns, writes Amy Golding. Andrex is starting to experience some wear and tear. The Kimberly-Clark-owned brand, sits at the top of the bathroom-tissue category. However, in...
At a Premium
The sector is being buoyed by the rising popularity of cocktails and brands are adjusting their strategies accordingly, writes Jane Bainbridge. A gin and tonic may not be the drink of choice among the young, hip set, but cocktail-swilling is still...
Carlsberg Widens Sights to Liverpool FC Stadium
The brewer plans to add a naming-rights deal to its shirt tie-up, writes Ed Kemp. Carlsberg, the shirt sponsor of Liverpool FC, is eyeing a naming-rights sponsorship package if the club presses ahead with a move to a new stadium, as expected. ...
Editor's Comment: Why 'Free' May Have Its Price
Marketers are facing a generation of consumers who simply will not pay, in a trend dubbed the 'free economy'. Whether it be their news, mobile phones, music, or flights, they don't expect to have to stump up the cash for it. And, more often than not,...
Helpline
Joe Thomas takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. SWEET SOMETHINGS Q: We want to give away some treats to existing and potential clients Who would you recommend? A: Get...
Marketing Mole: We'll Call You - easyJet
The future Mrs Mole is a fellow plane-spotter. So, having read about easyJet's plans to offer in-flight marriages, where better for us to tie the knot? easyJet: Welcome to easyJet. How can I help you today? Mktg: Hi, this is a very strange question....
Marketing Mole: Who Does Google Think You Are? - Paul Foley UK Managing Director, Aldi
- The first result links to the website of an Australian photographer. - The second refers to a Wikipedia disambiguation page. It lists six Paul Foleys, none of which is the Aldi managing director. - The third listing is for a Guardian interview...
Mark Kleinman on Marketing and the City: Tesco Wins Clubcard Points
The supermarket's overhaul of its loyalty scheme should give it a timely sales and data boost. When Sir Terry Leahy eventually decides to call time on this tenure as one of the most successful executives in corporate Britain, he may look back and...
Mark Ritson on Branding: Socrates vs Descartes
Is the rising emphasis on using analytics to guide marketing decisions stifling marketers' creativity? Just over a decade ago Douglas Bowman launched an interactive consultancy called Stopdesign. His work for clients such as Capgemini quickly made...
Opinion: The Marketing Society Forum
Can brands gain long-term value through marketing stunts? Events such as Orange's creation of the world's biggest tub of popcorn, T-Mobile's flash mobs and InterContinental Hotels' bed-bouncing create headlines but their real benefits are less clear-cut...
Profile: A Unique Approach
Olivia Streatfeild, marketing director at TalkTalk, may lack experience, but she has a clear vision for the brand. Interview by Fiona Ramsay. TalkTalk's marketing director, Olivia Streatfeild, should be feeling the pressure. After all, even company...
Stealing a March
Are own-label products mimicking big brands diluting their counterparts' values? Do consumers know the difference between Burton's Biscuits Jammie Dodgers and Lidl's budget brand Jammy Rings? Apparently not, according to a recent study by lobbyists...
Strongbow Campaign Targets 'Real Grafters'
Strongbow, the UK's biggest-selling cider brand, is repositioning, with a multimillion-pound ad campaign aimed at working-class men. The Scottish & Newcastle (S&N) brand is ditching the 'total refreshment' positioning that it has used for...
Tarnished Brand of Politics
The MPs' expenses scandal has further alienated a disillusioned electorate, writes Gemma Charles. Public disaffection with the political process has transformed into outright rage in recent weeks following the scandal surrounding MPs' expenses....
The Week in Marketing
- Blackpool in online ad. Blackpool is using an online ad released through YouTube to attract more tourists. The resort is undergoing a major regeneration effort, including the pounds 220m Talbot Gateway development. The ad shows a French woman...
Top 100 PR Agencies
While no sector would wish to tempt fate by describing itself as recession-proof, PR is among the best-performing disciplines in the marketing industry, writes Nicola Clark. Although no part of the marketing and communications industry has been...
Welcome to the Free World
From free newspapers to free samples UK consumers not only expect more for less but, increasingly, want something for nothing, creating a challenging market for brands, writes David Benady. A generation of consumers has grown up expecting to get...
What It's Really like Inside: Last.FM
- Describe the marketing team in three words. Lean global machine. - How do you come up with fresh marketing ideas? We look beyond music and digital for inspiration and then brainstorm, building on the good ideas and trashing the not so good....