Marketing

Articles from June 15

Adwatch 15.06.11: Autoglass
The windscreen repair brand succeeds with its 'does what it says on the tin' ad approach. I blame Mark Earls. For years, agencies have been telling clients that for their advertising to cut through, they need a bold creative idea. That in today's...
Andrew Walmsley on Digital: The Big Social Turn-Off
Social networks must keep away from complex ideas to gather enough momentum for success. For 10 painful years from 1978, the game show 3-2-1 dominated the ratings on ITV. Hosted by Ted Rogers, an ex-Butlin's redcoat, it combined variety show, game...
Brand Manager of the Week: Alex Seeberg, Marketing Manager, Auto Express and Carbuyer.Co.UK
- Describe yourself in three words. Loyal, inquisitive, lush. - How would you define marketing? Helping to sell magazines while annoying editorial. - What would you be if you weren't a brand manager? A midwife. - What advice would...
Champions of Design: Method
This innovative, sustainable brand has changed consumers' perception of household products. The household products market is a crowded one, featuring numerous well-known brands with long histories and strong recognition. At a time when the dotcom...
Coca-Cola Plots 2012 Torch-Relay Campaign
Coca-Cola will target young people and aspiring athletes with an integrated campaign focused on next year's Olympic torch relay, as it looks to boost awareness of the company's London 2012 sponsorship. The 'Future Flames' nomination activity will...
Crunch Time for Treats
A highly penetrated market combined with healthier snacking means that the sweet and savoury biscuit sector is facing a tough future. The comfort derived from devouring a packet of favourite biscuits has continued to appeal to a nation nursing its...
Customer Behaviour: How to Navigate the Customer Journey
Discovering exactly which channel delivers the sale is a tricky issue for marketers. However, some brands have found a solution, writes Craig Smith. You step through the door of Starbucks. Not your usual branch, but you were tempted by a Facebook...
Editor's Comment: That Crucial Link of NPS to Profit
Was there ever a 'golden age' of UK marketing? A time before i-thingys and in-game advertising, when a brand-owner's life was much simpler? Back when the nuclear family was still a reality and the media palette was limited to radio, TV and newspapers,...
Helen Edwards on Branding: Take Up the Baton, Maestro
A brand needs a conductor who can harmonise the marketing disciplines to form a winning team. You're a marketer, it's the dead of night and you're having this extraordinary dream. There's an orchestra, professional, purposeful, midway through a...
Hone Your Social Skills
Brands must take care when seeking to forge ties with popular movements, writes Gemma Charles. Vodafone found itself on the wrong side of a PR scandal last week when a video went viral that appeared to be an ad implying the mobile operator had helped...
Huawei in Smartphone Drive to Raise UK Profile
Huawei, the Chinese telecoms company, is gearing up to roll out a UK marketing push for its consumer mobile and tablet products within the next six to nine months, as it seeks to establish itself in the international smartphone arena. The company,...
Louis Vuitton Focuses on CSR with Arts Drive
Luxury fashion brand Louis Vuitton has placed CSR at the heart of its marketing strategy with a three-year commitment to help young people engage with art through a specially created website. Recreativeuk.com will be at the centre of its peer-to-peer...
Marketing Mole: We'll Call You - Nintendo
Bro Mole is a keen gamer, so when we saw that the Wii's successor had been unveiled last week, we had to ask whether we could get one before his birthday. Nintendo: Good afternoon, Nintendo customer support. (Name) speaking, how can I help? Mktg:...
Marketing Mole: Who Does Google Think You Are?: Niall O'Keeffe, UK Marketing Director, Dixons Retail
- The first link is to a profile of O'Keeffe on Brand Republic, the second to its search results page for his name. - The third result is a story about a Dixons ad campaign. - The fourth link is to the search results page on the Media Week site,...
McDonald's Activity to Promote 'Ethical' Focus
Campaign to highlight fast-food chain's CSR initiatives and investment in staff. McDonald's is launching a CSR-focused marketing strategy with an 'A-Z of the company' featuring a series of McDonald's-related ethical initiatives. A 60-second TV...
Nokia
The mobile handset pioneer risks being eclipsed by more nimble rivals, writes Rachel Barnes. So you're Europe's biggest technology company and the global market leader, by volume at least, for mobile handsets. On the face of it, it's hard to imagine...
Opinion: The Marketing Society Forum
Will there be problems when it comes to defining 'sexualised' ads? The Bailey Review, published last week, proposed restrictions on the use and display of sexualised imagery in brand advertising, including outdoor, and on the front of newspapers...
Profile: Taking the Capital Global
Martine Ainsworth-Wells, marketing and communications director at London & Partners. Interview by Loulla-Mae Eleftheriou-Smith. Martine Ainsworth-Wells seems to be addicted to launching businesses 'This is my third now,' she says, laughing....
Tesco's Unbranded Gamble
The UK's biggest retailer has an ambition to be a global brand-owner. Should other brands be worried, asks Rachel Barnes. When Tesco unveils a fresh strategy, few companies will fail to sit up and take notice. So, when the UK's biggest retailer...
The Rise of Branded Content
Earlier this year, Sky announced it was significantly scaling back its customer magazine output. Next month it is to close Sky Sports and Sky Movies magazines and replace them with an email newsletter. It is also reducing its flagship Sky magazine...
The Week in Marketing
- Haagen-Dazs awaits Ice-cream brand Haagen-Dazs has created a TV ad campaign focused on the time consumers wait for the product to soften before eating. Featuring the strapline 'Anticipated like no other', the four-week push positions the brand...
What It's Really like Inside: Air New Zealand
- How does the team come up with fresh marketing ideas? Working for a brand that has an innovative long-haul product, our brief is to create ingenious marketing and not to be afraid to sometimes try things that make us scared. That has to be a marketing...