Marketing

Articles from September 8

Adwatch 08.09.10: Nestle Milky Bar
Raisin & Biscuit variant's launch ad successfully evokes grown-ups' fond memories. This is a very likeable ad, which shows various, unlikely, members of the public auditioning (I guess) to appear in the next Milky Bar Kid ad. There is something...
Andrew Walmsley on Digital: Be Brave - Innovate
Incumbents may no longer be able to rely on buying up innovation rather than growing it in-house. Throughout history, the idea of eating one's own children has, understandably, been reviled. In the Bible, for example, those who would rebel against...
Barclays Corporate Arm in Promotional Activity
Barclays is launching an ad campaign to promote its Barclays Corporate division, rebranded from Barclays Commercial, which works with companies that have a turnover of more than pounds 5m. The division is being promoted through a brand campaign...
Editor's Comment: Get Top Marketers on Board
Marketers have long suffered a lack of representation in the boardroom, with all too many listed companies overlooking the role of their brands in building shareholder value. Despite the power of marketers to generate consumer demand and, ultimately,...
Finding the Right Formula
F1's sponsors believe that in F100 they have established a forum that will benefit all. Last Wednesday (1 September), Formula One's leading sponsors gathered for the inaugural meeting of the F100 club, an organisation established to promote and...
Ford to Use Ice-Climber Film in S-MAX Activity
Ford of Britain is channelling adspend for its S-MAX MPV away from outdoor ads and into an experiential campaign intended to position the model as innovative and technologically advanced. The strategy, devised by ad agency Ogilvy & Mather and...
Helen Edwards on Branding: The Accidental Sponsor
Far from being an also-ran, Sainsbury's Paralympics tie-up could prove a lucrative investment. Last week the 2012 Paralympic mascot, Mandeville, hit the shelves in Sainsbury's, exactly two years ahead of the start of the Games of which the retailer...
Jeremy Lee on Media: Blurring the Boundaries
The relaxation of the ASA's 'artists separation rule' will allow brands to come closer to broadcasters. Unless you are an unusually keen follower of the work of Davina McCall, it is unlikely that you took much notice of her appearance in a TV spot...
Lynx
Despite some memorable ads, sales of the male-grooming brand have fallen, writes Jeremy Lee. Largely through some cheeky and memorable advertising campaigns, Unilever's Lynx managed to fend off many attacks on its 'cool' credentials over the years...
Marketing Mole: We'll Call You - Marks & Spencer
The little Moles have spending too long snacking on the couch this summer, so we wanted to know whether M&S can accommodate their expanding waistlines. M&S: Good afternoon, Marks & Spencer. How can I help? Mktg: I hear you sell plus-sized...
Marketing Mole: Who Does Google Think You Are? - Simon Wallis
Simon Wallis, Sales and marketing director, Domino's Pizza. - The first result takes us to a story on an industry website about Wallis' move to Domino's from Papa John's. - The following four links also push to news stories about Wallis' appointment...
Opinion: The Marketing Society Forum - Is TUI Making a Mistake by Getting Rid of Its Late-Offer Window Displays?
The tour operator is trialling an approach where it will replace posters for last-minute deals with brand-building 'aspirational' images in the windows of its Thomson and First Choice stores. NO: JOHN ROWLEY, Group chief executive, Tangible Tough...
Profile: Taking Tetley Global
Nigel Holland, regional president, UK & Africa, at Tata Global Beverages, is determined to cement Tetley tea's lead. Interview by John Reynolds. Ten years ago, Nigel Holland, then director of marketing for Tetley Tea, briefly became something...
Scant Relief for Pain Brands
The growing popularity of own-label analgesics and buying from multiples rather than pharmacies has slowed value growth, writes Jane Bainbridge. From migraines to hangovers and muscle strain to toothache, most consumers turn to their medicine cabinets...
The Festival Experience
The weather may have been changeable this summer, but UK consumers' - and thus marketers' - love affair with outdoor music events shows no sign of flagging, writes Nicola Clark. While consumers have shown their willingness to trade down, cut back...
The Kelly Brook Brand
A favourite with tabloids and advertisers alike, the star is now a brand in her own right. It's difficult to walk down the high street without seeing a picture of Kelly Brook. Shooting a Reebok ad, a photocall with Sky for the annual Skyride and...
The Week in Marketing
- Umbro extends FA tie Umbro has extended its sponsorship deal with The Football Association until 2018. The sportswear brand has also launched its latest kit for the start of the England team's Euro 2012 qualifying campaign. The strip, which was...
TUI Managing Director to Take Marketing Lead
Travel group begins boardroom reshuffle as Tim Williamson seeks fresh role. TUI is to adopt a top-down marketing structure, with incoming managing director Johan Lundgren taking direct control of brand strategy. As part of a wider boardroom shuffle...
Tune Hotels to Run Ads after First UK Opening
Tune Hotels is planning a digital and outdoor campaign to promote the opening of its first UK location. The fledgling hospitality brand is part of Tune Group, an entertainment and leisure conglomerate founded by the owners of Malaysian low-cost...
What It's Really like Inside: Tracklements
- How does the team come up with fresh marketing ideas? We are based in a stunning part of the world where inspiration is everywhere. We use standard techniques, but our best ideas often come from bizarre and unrelated places. - What are the...
Wines Face Test of Strength
Producers seem determined to carve out a niche for lower-alcohol brands, writes Gemma Charles. When is a wine not a wine? This is the question bedevilling the growing lower-alcohol wine sector, which has found itself at odds with regulators seeking...