Marketing

Articles from March 25

Andrew Walmsley on Digital: Through the Looking-Glass
By following the herd, marketers have transferred offline's obsession with youth onto the internet. The table was a large one, but the three were all crowded together at one corner of it: 'No room! No room!' they cried out when they saw Alice coming....
Auto Marketers Aim to Push Scrapping Scheme
The car industry is gearing up for a sales and promotion rush after the likely launch of a car-scrapping incentive scheme. The Department for Business and Enterprise Regulatory Reform is in advanced talks with the motor industry about a programme...
Brand Health Check: Bottled Water
Environmental concerns, soggy summers and tap water have hit the sector hard. Bottled-water companies will be praying to the gods for a hot, humid summer this year, which might help ease their current malaise. The high rainfall levels of recent...
Careers: Brand Manager of the Week - Laura Bryant, Brand Manager, Kellogg's Optivita
- Describe yourself in three words. Creative, tenacious, fun. - How would you define marketing? Identifying, anticipating and satisfying consumer needs in a way that is relevant to them. - What would you be if you weren't a brand manager?...
Careers: What It's Really like Inside - Comparethemarket.Com
The 'Comparethemeerkat' activity has worked well to differentiate the brand. How do you come up with new marketing ideas? It's a collaborative process. On this campaign we knew what the creative needed to achieve; VCCP, our agency, came up with...
Coors Targets Women with First UK Clear Beer
Coors Brewers has developed a clear lager - a first for the UK market - as part of its multi-million-pound project to increase the number of women who regularly drink beer. The beer, which has yet to be given a name, has an ABV of 4% and is put...
Editor's Comment: The Top 100's Ups and Downs
Our annual survey of the UK's biggest advertisers presents some big surprises. Yes, we expected the Nielsen data to show that many brands reduced spend last year; what we had not appreciated was the extent of these cutbacks. It is also fascinating...
Helpline
Joe Thomas takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. PERFECT PROFILE Q: As a web-based retailer we want to raise our profile online. Do you know of anyone who could help us?...
Marketing Digital Report: A Careful Choice of Words
Experts claim search marketing is a recession-busting way to get brands noticed, but only a fraction of budgets are devoted to the medium. Suzy Bashford examines whether the downturn will be a tipping point. Pitches are coming thick and fast in...
Marketing Digital Report: Moving Pictures Bring Search to Life
The growth of online video has led search engines to move to integrate rich media into their offerings. Adam Woods asks digital experts how brands can benefit from this evolution. Online video is far from new, but when YouTube and Yahoo! both move...
Marketing Mole: We'll Call You - PizzaExpress
It's a little-known fact, but Moles love pizza. We don't want to give ours up, yet we're watching our weight. Can PizzaExpress' latest additions help us do both? PizzaExpress Good morning, PizzaExpress. Mktg Hi, I was looking to speak to someone...
Marketing Mole: Who Does Google Think You Are? - Paul Aikens, Marketing Director, Mars Food
- The first result is an interview with Aikens on the launch of Asian ready-meal brand PurAsia last year. The second links to a forum of comments reacting to the interview and discussing the range. - The next listings do not refer to Mars' Aikens...
Mark Kleinman on Marketing and the City: The F1 Formula Is Failing
The global sport is losing sponsors of all shapes and sizes, despite its many attractive attributes. Of all the images that encapsulate the hubris of Sir Fred Goodwin's tenure at the helm of Royal Bank of Scotland (RBS), the sight of him lording...
Mark Ritson on Branding: Wal-Mart's Great Value Leap
The US retailer has overhauled its popular own-label offer as consumers seek more for their dollar. So, do you fancy yourself as an expert on branding? You should have no problem with the following question, then. What's the biggest FMCG brand in...
Media Analysis: A Closer Relationship
Media owners and advertisers are cutting out agencies and working together. A significant change is taking place within the relationships advertisers have with media owners - so says media veteran and former media auditor John Billett, chief executive...
News Analysis: Can Retailers Still Bogof?
The recession and new laws could spell the end for buy one, get one free offers. One of the supermarkets' most persuasive and controversial price promotions - the buy one, get one free offer (bogof) - is losing its appeal as the grocery chains switch...
News Analysis: Down and Out?
The brewers of White Lightning and Special Brew have given up on marketing. No self-respecting marketer would confess a desire to succeed in the battle for underage and homeless drinkers. Yet the likes of Carlsberg Special Brew and Scottish &...
Opinion: The Marketing Society Forum - Would Consolidation in the Regional Press Be Good for Advertisers?
As local newspapers struggle with falling distribution and ad revenues, the titles that survive are expected to end up in the hands of fewer owners. Can this process deliver benefits for marketers? MAYBE - TOM HINGS, DIRECTOR OF BRAND MARKETING,...
Profile: The Life of the Party
Anna-Maren Ashford, the Tories' head of brand communications, has played a key role in the party's comeback. Interview by Gemma Charles. When David Cameron became leader of the Conservative Party in 2005, he was immediately accused of being a political...
Promotion: Pure TV Brilliance from Cadbury's Dairy Milk - the Thinkboxes Winner for February 2009
Cadbury has clinched the February Thinkboxes award for its 'Eyebrows' ad, which features two schoolchildren performing an unusual eyebrow dance. The ad, which continues the theme established by the brand's 'Gorilla' and 'Trucks' ads, debuted on...
Recall: Adwatch 25.03.09 - iPhone
This unassuming ad is a clever antidote to the overblown, big brand experiences of the past. The big game in mobiles is now apps (that's applications to you and me) and Apple has yet again positioned itself at the forefront of this game. I don't...
Sector Insight: Deodorants and Body Sprays - Staying Cool in the Downturn
Deodorants usually weather recessions very well, but market saturation means there's little room for substantial growth in the sector. Compared with many other Europeans, the Brits are a relatively clean, sweet-smelling bunch with deodorant and...
The UK's Biggest Advertisers: Top 100 Advertisers
The downturn in the economy has, inevitably, led many brands to slash their media spend, but some are taking the opportunity to drive up their adspend, writes David Benady. In a market where advertising bodies are berating brands that will not 'spend...
The Week in Marketing
- Charity in TV first. The Alzheimer's Society will broadcast its first awareness-raising TV ad later this week. The ad, created by Red Bee Media, focuses on how women tend to spend thousands of pounds on beauty products during their lifetime, but...