Marketing

Articles from January 26

Adwatch 26.01.11: Kellogg's Crunchy Nut
The cereal brand is on to a winner with Rob Brydon's hackneyed broadcaster. Hugh Laurie may be the king of US TV drama, but one of his first big TV breaks was in a Kellogg's Crunchy Nut ad. It wasn't House, but a B&B that provided the setting...
Andrew Walmsley on Digital: The Perils of Virtual Stalking
Those using behavioural targeting online must be wary of entering a realm of unacceptable practices. When you walk into a shop, the assistant (if they are any good) sizes you up. You're a size 12. A teenager. A girl. And you look skint. They will...
AV Rivals Boost Activity in Run-Up to Referendum
Rival campaigns on the introduction of the alternative vote (AV) electoral system are stepping up their marketing ahead of a referendum on the issue. Last week, NOtoAV, which is campaigning to keep the current 'first past the post' voting set-up...
A World of Difference
Heineken's bold adoption of a global campaign would not suit many brands, writes Simon Kershaw. We live in an age in which differences between people are highlighted more than their similarities. In light of the increasingly fragmented and fractious...
Bacardi Rethinks Drinks Brands' Online Strategy
Drinks company to shift online investment from branded sites to social media. Bacardi is set to scale back its brand websites and refocus its marketing efforts on social-media platforms hosting its branded content. The drinks company, which owns...
Brand Manager of the Week: Robert Monies, General Manager, Moomaid of Zennor Ice Cream
- Describe yourself in three words Creative, foodie, methodical. - How would you define marketing? Promoting your brand/product to the relevant people in order to make a profit. - What would you be if you weren't a brand manager? A photographer....
Cancer Charity Targets Wider Audience Via TV
Marie Curie Cancer Care is planning its biggest marketing push to date, including its first TV ads and smartphone apps, as it targets a wider audience to donate to the charity. The news comes as it prepares for its 'Great Daffodil Appeal', the charity's...
Editor's Comment: The Beauty of Tesco's Plans
When Zara Phillips posed for her engagement photos last month, commentators threw up their manicured hands in horror at the sorry state of her nails. This incident was called to mind with the revelation in Marketing last week of Tesco's plans to...
Helen Edwards on Branding: Be Careful What You Wish For
The Co-op may rue its latest ad's focus on freeing up time to do more enjoyable things than shopping. In a new TV ad for The Co-operative, a husband appears on screen to give a message to his wife: he's had enough of doing the big weekly shop with...
John Frieda Pounds 6m Push Eyes 'Home Salon' Boom
Premium haircare brand John Frieda is investing pounds 6.5m in a cross-platform campaign, including a major social-media push, to target women seeking salon-style treatments at home. The brand is launching a spray-on hair lightener under its Sheer...
Marketing Mole: We'll Call You - Boots
Moles are not renowned for their eyesight, so were our eyes deceiving us when we saw a Specsavers ad claiming that its eye-tests are cheaper than Boots'? Boots: Hello. Can I help you? Mktg: Yes I am enquiring about an ad I saw in the papers this...
Marketing Mole: Who Does Google Think You Are? - Lindsay Reisser-Weston, Weight Watchers
Lindsay Reisser-Weston, Vice-president of marketing, Weight Watchers. - The first push is to a profile of Reisser-Weston in Marketing. - The next link is to a news story, also in Marketing about Weight Watchers' plans to open high-street shops....
Mr Kipling: Despite Product Innovations and the Stir Caused by Its 'Wife' Ads, Sales Are Down
Exceedingly good cakes they may be, but Mr Kipling and his French Fancies seem to be falling out of favour with the British public. While stopping off for a coffee and a cake on the high street remains an appealing part of a shopping trip, it appears...
Opinion: Is There a Risk of Another Skills Gap Emerging in the Marketing Sector?
Following cutbacks to graduate recruitment and training programmes at many organisations, the industry is likely to be facing a worrying shortage of high-calibre marketing practitioners. YES Roy Hoolahan, Managing director, Ball & Hoolahan...
Profile: From Crisis to Celebration
Sandie Dawe, chief executive of VisitBritain, is ready for the challenges faced by the tourism body. Interview by Loulla-Mae Eleftheriou-Smith. Few people outside the royal family can have been more excited to hear of Prince William and Kate Middleton's...
Smelling Success
Sales of fragrances for men are soaring, driven partly by celebrity-endorsed scents and the ever-growing acceptance of male grooming. With actor Matthew McConaughey going topless for Dolce & Gabbana, David Beckham getting steamy with his wife...
Special Report: Retail Magnets
With the battle for shoppers' attention fiercer than ever, the major retailers are putting editorial - both in print and online - at the heart of their efforts to promote brand loyalty, writes Nicola Clark. For many retailers, cutting back on price...
The Great Tesco Beauty Gamble
Is the supermarket's ambitious health and beauty project a diversification too far, asks Rachel Barnes. What could be more convenient than having a Tesco Value haircut or a Tesco Finest manicure when you pop to the supermarket to pick up some bread...
The Perfect Habitat for Male Shoppers
The traditional view that men are reluctant shoppers is well past its sell-by date, but many retailers are failing to connect with male consumers and make them feel welcome in-store. It has been a bleak midwinter for the retail sector. While retailers...
The Week in Marketing
- P&O Cruises revamps P&O Cruises has unveiled a fresh brand identity. The new look, created by Radley Yeldar, reinforces P&O Cruises' seafaring heritage and expertise by using latitude and longitude to pinpoint key global destinations,...
What It's Really like Inside: The Doyle Collection
- How does the team come up with fresh marketing ideas? It's a real mix between brainstorming creative ideas and keeping our eyes and ears open as to what's happening in the marketplace. Travel trends often affect our marketing ideas, as it's important...