Marketing

Articles from January 27

Adwatch 27.01.10: Intel
Processor-maker presents a enlightening yet unengaging glimpse of its 'rock stars' work. In a world where change is all pervasive, it's important to have some solidity, some certainty. I know Intel makes processors. I know it is good at that. ...
Andrew Walmsley on Digital: Feel-Good Factor
Despite predictions it would cause their demise, the web has made brands more important than ever. When the web first arrived, its most obvious effect was the immediate access to information that it gave to ordinary people. Even before Google appeared...
Argos Plots First Brand Overhaul for a Decade
Argos is revamping its brand identity for the first time in more than 10 years to improve its perception as an 'acceptable' value retailer. The catalogue store chain, which is owned by Home Retail Group, is to unveil a fresh logo and tone of voice...
Binge Britain's Brand Hangover
As bloated Britain wakes up to the mother of all 'mornings after', Nicola Clark asks whether consumers' plans to cut back will extend beyond the usual New Year purge to affect brand strategies and results. In the words of Oscar Wilde, 'a New Year's...
Brands Appeal for C4 to Change under Abraham
Advertisers are hoping that the arrival of David Abraham as chief executive of Channel 4 will provide the broadcaster with stability. Abraham's appointment follows the departure of his predecessor, Andy Duncan, and C4 chairman Luke Johnson. He joins...
Creativity vs Conservatism
Kraft must not risk jeopardising acquisition Cadbury's hard-earned brand equity. When Cadbury finally put an end to its long and very public negotiations with US-based Kraft Foods last week by agreeing to its pounds 11.5bn takeover bid, the announcement...
Driving the Green Agenda
Ahead of a key industry discussion on sustainability, Gemma Charles looks at green ad strategies. The marketing activities of the automotive industry have come under intense scrutiny as the environment has risen up the consumers' agenda. As they...
Editor's Comment: An End to Awful Mobile Ads
We're better, connected; power to you; life's for sharing; together we can do more. You could be forgiven for thinking that these are 'life lessons' from a particularly bad self-help book, but they are, of course, mobile operator straplines. Mobile...
Fading Scent
The fresheners sector has failed to capitalise on consumers' tendency to spend more time at home during the recession, writes Jane Bainbridge. As the effects of the downturn persist in curtailing consumer spending, evenings out are being traded...
Marketing Mole: We'll Call You - BT Vision
Phil 'The Power' Taylor is one of Mole's heroes, but we don't to pay over the odds to watch him hit the bullseye. Would BT Vision be cheaper than Sky? BT Vision Good afternoon BT Vision, (name) speaking. How can I help? Mktg I heard BT Vision...
Marketing: The Thinkboxes Winner for November/December 2009 - Pure TV Brilliance from Weetabix
Weetabix has been a bastion of breakfast bowls for decades. It's one of those great British brands that requires little introduction. However, being a household name can mean a brand gets taken for granted The challenge for Weetabix's latest campaign...
Mark Kleinman on Marketing and the City: Breaking into Banking
Entrants to the financial-services sector may struggle to convert consumer disaffection into custom. Not many people outside the City have heard the name Sandy Chen. Yet, for those with an interest in how British banking is likely to develop over...
Mark Ritson on Branding: If It Ain't Broke
Thomas Cook's readoption of its 'Don't just book it' phrase proves the value of a classic tagline. We all know by now what the Redknapps do on their holidays. First they dream about it, then they plan it. Once they are on it, she rides horses while...
Opinion: The Marketing Society Forum - Is Football Sponsorship a Good Use of State-Owned Banks' Money?
State-owned Northern Rock has extended its sponsorship of Newcastle United for a further four years, arguing that the bank's potential pounds 10m commitment represents good value for taxpayers. YES - TOM KNOX, CHIEF EXECUTIVE, DLKW This is a...
Peugeot Shifts to Wider 'Transport' Positioning
Peugeot is investing millions of pounds in an ambitious promotional strategy based on a pay-as-you-go vehicle rental scheme called Mu. The strategy is intended to increase the visibility of the Peugeot brand in urban centres. The marque also hopes...
Profile: Turning Geek into Brand Chic
Spencer McHugh, brand director at Orange, is quietly setting about reinforcing the brand's credentials. Interview by Daniel Farey-Jones. Orange's brand director, Spencer McHugh, seems a little guarded. He certainly isn't easily drawn into discussing...
Special Report: Customer Publishing - Catalogues Are Order of the Day
Far from dying out, catalogues are booming. As well as listing products, they have become essential branding vehicles in their own right, writes Suzy Bashford. Despite record receipts for online shopping and continued concern about green issues,...
Special Report: Reaping Big Rewards from Small Print Runs
Branded magazines constitute an influential marketing tool but are not solely the preserve of major players with huge budgets. David Benady reports on the rise of niche customer titles. There's no doubt that a glossy, high-quality magazine bearing...
The Week in Marketing
- Armani-Reebok tie Giorgio Armani and Reebok have teamed up to create a clothing collection. Armani's EA7 sports range and the Emporio label have drawn on Reebok's sports heritage to create the activewear offering. The garments will be available...
Trident
Cadbury's initial success with the gum soon tailed off, as has its threat to Wrigley, writes Joe Thomas. When Cadbury entered the UK chewing gum market in 2007 with Trident, its ad campaign, featuring a West Indian character and the strapline 'Mastication...
Virgin Trains to Offer Games and Massages
Virgin Trains is partnering Nintendo and Lastminute.com as part of a long-term strategy aimed at bringing in third-party brands to improve customers' rail journeys. West Coast Mainline passengers will be offered 20- to 30-minute opportunities to...
What It's Really like Inside: Yell.Com
- How does the team come up with fresh marketing ideas? We believe everyone has good ideas and everyone contributes to our success - we're not proud, we take them from everywhere and anywhere. We believe what makes the difference is how well we...
YouTube's Sporting Chance
A deal to stream live cricket could mark a watershed in sports broadcasting. YouTube jumped into the sports rights market last week by securing a deal to stream live Indian Premier League (IPL) cricket matches across the globe. The video-sharing...