Marketing

Articles from June 3

Adwatch 03.06.09: Pot Noodle
Fresh from its Flight of the Conchords-style reboot, the snack brand has been 'tastified'. I remember it as if it was yesterday ... It was 1993, and as a researcher for Coca-Cola, I found myself in the West End of Newcastle talking to a bunch of...
Andrew Walmsley on Digital: Time for a Q&A Session
When search engines don't give you the answer you're looking for, social search just might. The fantastic thing about search is the ability it gives us to interrogate billions of pages of content in a fraction of a second. Ten years ago, the US...
Argos
Recessions are meant to be good for budget brands, so why is Argos doing so badly? Much like a bride who discovers that her wedding ring came from Elizabeth Duke, observers and investors felt more than a little disappointment when Argos unveiled...
Editor's Comment: Time to Axe Vauxhall Brand
There has been a lot of debate about whether Magna, the Canadian company that has agreed a deal to take over most of General Motors' European operation, should scrap the Vauxhall brand name in favour of Opel. Experts are torn, with one camp favouring...
Feeding off the Baby Boom
The premium market stands to benefit as mothers continue to prioritise the quality of food they feed to their babies. There's nothing like greater demand to boost revenues, and that's exactly what the baby-food category has been experiencing of...
Helpline
Joe Thomas takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. FIELD PROMOTION Q: Our brand is looking to embark on a roadshow, but we would like some field or promotional staff to assist...
Keeping the Show on the Road
Brands are experimenting with virtual events, but face-to-face contact with consumers remains the key to successful experiential activity, writes Nicola Clark. From Innocent abandoning its Village Fete to Sony Ericsson ditching its sponsorship of...
Marketing Digital Report: Affiliates - How to Handle Affiliates
Affiliate networks have driven the growth of the industry since its inception, but are now coming under pressure from traditional media agencies, keen for a bite of the cherry. Networks have been instrumental in driving the growth of the affiliate...
Marketing Digital Report: Affiliate - Survive the Online Jungle
The multitude of price-comparison, cashback and voucher-code sites make it hard for brands to control how customers reach a purchasing decision on the web. David Benady looks at how to get the best from affiliates. The plethora of jumping-off points...
Marketing Mole: We'll Call You - Sky
We've gone HD, or at least we thought we had. Would Sky finally be able to solve the long-running saga of our Sky+ box following our recent change of address. Mktg I've recently moved and I called you on Sunday to sort out my Sky+ subscription....
Marketing Mole: Who Does Google Think You Are? - David Gosen, Vice-President of Marketing, Xbox Europe
- The first result pushes to a developmag.com interview following a keynote speech Gosen gave at UK Gamefest. - The second is news of Gosen's appointment at Microsoft on the gaming site Gamasutra. - The third reference links to a profile of Gosen...
Mark Kleinman on Marketing and the City: Aerial Battle Rejoined
The slide in premium travel is about to make Virgin Atlantic and BA's old rivalry turn nasty once more. Sir Richard Branson's sense of timing is nothing if not impeccable. Four days after British Airways announced its biggest-ever annual loss, Virgin...
Mark Ritson on Branding: Back to the Future
British marketers have a lot to learn about the importance of provenance, heritage and history. May was undoubtedly marketing's month for nostalgia. M&S ran triumphant three-day penny bazaars to honour its 125-year anniversary; meanwhile, Sainsbury's...
Microsoft Embarks on Quest to Topple Google
Can search engine Bing end the market leader's supremacy, asks Fiona Ramsay. Today (Wednesday), Microsoft launches Bing, a search engine that some experts say will 'change the face' of internet search. Microsoft, which trails far behind Google...
Opinion: The Marketing Society Forum - Is It the Right Time for Santander to Ditch Its Heritage Brands?
While other companies are trying to tempt consumers with nostalgia, the Spanish bank has said it will phase out its Abbey, Bradford & Bingley and Alliance & Leicester brands by the end of next year. YES - ALISON SAGAR, VICE-PRESIDENT, GLOBAL...
PC World Breaks Rank
The retailer is swimming against the tide by shunning price in favour of brand, writes Joe Thomas. Heeding the advice of the Institute of Practitioners in Advertising (IPA), PC World has announced plans to launch its first brand-led, rather than...
Power 100: Next Generation
Ambitious, successful and sharp - the next generation of marketers is set for big things, writes Nicola Clark. Take a good look at the faces on this page. You could well see a lot more of them in the coming years. From the high-octane glamour of...
Profile: Engineering Change
Rick Vlemmiks, marketing director at British Gas, is on a mission to get people to trust the energy company again. Interview by Amy Golding. After spending much of his career living and working around the world, British Gas marketing director Rick...
Tapping into the Network
Will Samsung Mobile's music-themed tie-in with Bebo corner the youth market? The strategic partnership signed by Samsung Mobile and Bebo last week marks the mobile company's most significant engagement with social networking to date. It is also...
The ASA Reform Movement
A review of advertising codes has prompted calls to change how the ASA works. The ongoing review of the Broadcast Committee of Advertising Practice and Committee of Advertising Practice codes is being seen as a chance to take a closer look at the...
The Week in Marketing
- IHG signs up for 2012. InterContinental Hotels Group has become the latest domestic sponsor of the London 2012 Olympic Games. The hotel chain has agreed a third-tier deal, which it intends to use to promote its Holiday Inn and Holiday Inn Express...
What Comes after a 'Perfect Storm'?
Experts share their opinions on the landscape that will emerge after the turmoil currently affecting the media. The media industry has been hit by an unprecedented combination of rapid change in the way that people consume information and the worst...
What It's Really like Inside: Quintessentially
- Describe the marketing team in three words. Entertaining, energetic, quick-witted, creative and intelligent. Three words are not enough. - How do you come up with new marketing ideas? We constantly have brainstorming sessions, which always...