Marketing

Articles from May 6

Adwatch 06.05.09: Confused.Com
This ad's high level of recall may have more to do with quantity than quality. I'm confused by Confused.com. This week's chart-topper appears to break every rule of good communication going. How can this be? Let's start with the various problems...
Andrew Walmsley on Digital: Swine Flu Points the Way
Predictive search tools in development may have a broader application than disease prevention. By the time you read this, we'll all have stopped shaking hands, air-kissing and travelling on the Tube. A circulation manager's dream story, swine flu...
Cobra's Ghali to Depart Ahead of Sale to Molson
Cobra Beer marketing director Will Ghali is to leave the business, as it gears up for its planned sale to the Molson Coors Brewing Company. Ghali and his 12-strong marketing team are said to be resigned to the winding down of their operation in...
Contact Centre Leagues
Consumers may still view them with scorn, but outsourced contact centre providers are working hard to change their reputation and convince marketers of their experience and flexibility amid the downturn, writes Richard Abbott. As cash-strapped consumers...
Don't Believe the Hype
In an economy as tough as this, it pays to question the received wisdom, writes Gemma Charles. The number of 'facts' circulating about how consumers behave during a recession appears to be correlated to the number of self-appointed experts desperately...
Editor's Comment: A More Worldly Innocence
Innocent's decision to drop its Village Fete summer event has highlighted something that has always intrigued me about brand experiences. It takes a pretty committed consumer to turn up for an event that is, essentially, a celebration of a particular...
Flu Pandemic Presents Marketing Conundrum
Brands seeking to allay swine flu fears must strike a balance. As the swine flu crisis escalates, brands across a range of sectors are stepping up efforts to allay consumer concerns. Along with public-sector communications, the travel and healthcare...
Helpline
Joe Thomas takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. FLOWER POWER Q: We need to send out some mailers that are both innovative and minimise environmental impact. Who do you...
Innocent's Big Moment
Where next for the brand as it turns 10 and prepares for life with Coca-Cola, asks Joe Thomas. Innocent's 10th birthday last week coincided with a dramatic shift in strategy. As well as calling a review of its ad account, the brand has announced...
Lewis Hamilton
This year's F1 season has got off to a miserable start for the 2008 world champion, writes Ed Kemp. Lewis Hamilton's appeal to brands needs no explanation; his story makes him one of the few sportsmen able to publish an autobiography before his...
Low ABVs Reach a New High
Sales of lower-alcohol drinks are rising among health-conscious consumers, but the market is destined to remain niche, writes Jane Bainbridge. Middle-class drinkers binging on wine; errant youths downing cheap cider on street corners; and drunken...
Marketer of the Year Poll 2009
Members of The Marketing Society have drawn up their shortlist of this year's top marketers, and voting is now open. We will announce the three finalists next week, and you have until 20 May to cast your final vote. The award will be presented on 8...
Marketing Mole: We'll Call You - Nissan
Our old banger is about to fall apart, and we've heard about a government scheme offering us cash to upgrade to a greener ride. Could Nissan tell us more? Nissan Good afternoon, you're through to Nissan customer service. This is (name), how can...
Marketing Mole: Who Does Google Think You Are? - Gwyn Burr, Customer Director, Sainsbury's
- The first result links to Sainsbury's corporate website, featuring Burr and the management team. - The second reference is to Sainsbury's 2006 annual report, giving a detailed description of Burr's role. - The third result links to the website...
Mark Kleinman on Marketing and the City: Bring Back Best of British
There is a compelling case for the government to instil a sense of national buy-in to the car industry. As new dawns go, it was something of a damp squib. When Gordon Brown and Lord Mandelson unveiled their vision for the country's industrial future...
Mark Ritson on Branding: On Shaky Grounds
By attempting a line extension into instant coffee, Starbucks risks damaging its crucial brand equity. Starbucks is trialling a new coffee called Starbucks Via in its London cafes. Unlike the chain's traditional fare, it is an instant coffee that...
Opinion: The Marketing Society Forum - Is There a Market for Savoury Breakfast Bars?
Unilever is to extend its Marmite brand with the roll-out of a savoury bar in the hope that consumers will be tempted by the yeast extract's distinct flavour in a sector dominated by sweet products. MAYBE - CHRISTIAN WOOLFENDEN, GLOBAL MARKETING...
Profile: All in the Name of Change
Sally Shire, group brand development director at Aviva, is eager to defend the insurer's rebranding campaign. Interview by Alex Brownsell. Rarely has the phrase 'saved by the bell' seemed more apposite. With almost flawless timing, just as Sally...
Spreading the Word
Many media trade bodies are using ads to promote their respective platforms. The decision by Thinkbox to launch its first TV ad campaign is a clear signal of the industry's concern about the possible depth and duration of the recession. Commercial...
The Week in Marketing
- Teen film in SMS push. Pathe is promoting its high-school horror film Tormented with an integrated campaign. The push, by BLM Quantum, will be driven by text messages sent directly to 30,000 15- to 19-year-olds. The activity will also include...
What It's Really like Inside: Kraft Foods UK
- How does the marketing team come up with ideas? We are surrounded by experts who are full of ideas and try to be good listeners. We also gain an understanding of our consumers through home visits and focus groups. - What is the main marketing...