Marketing

Articles from August 5

Adwatch 05.08.09: Comparethemarket
The comparison site's latest ad develops the popular meerkat formula to entertaining effect. I'm confused.com, bored.com and offended.com. You only have to turn on the telly of an evening to know that Sir John Hegarty is right - so much of what...
Amanda Andrews on Media: ESPN Faces Tough Season
The sports broadcaster will need strong financial and strategic backing if its UK channel is to succeed. It's all to play for at US sports broadcaster ESPN. The 'ESPN' channel launched in the UK on Monday after a fast-track process during which...
Andrew Walmsley on Digital: Losing Cash on Delivery
Delivery charges, and the way they are presented, could be costing retailers dear in terms of lost sales. Last week I took part in two online retail seminars. In each one we asked marketers what they thought were the key barriers to people buying...
Brand Manager of the Week - Richard Baragwanath, Brand Manager, SunnyD and Gerber Juice
- Describe yourself in three words. The surfing marketer. - How would you define marketing? Strategic implementation of corporate objectives for products or services. - What would you be if not a brand manager? Pasty-shop owner in Cornwall....
Editor's Comment: Thinking Global, Acting Local
Last month, Starbucks revealed it was opening a coffee shop that would not carry its branding. The chain said this would allow it to go back to its roots. It was also a way for the company to connect with consumers turned off by its global megabrand...
Family Affairs
It may work for P&G and Ford, but putting several brands in one ad is a risky strategy. Marketers from all sectors are turning to multibrand advertising as a way of promoting a portfolio of products. One obvious and immediate benefit is lower...
Going beyond Google
Search marketing is synonymous with Google, and for many brands it is where their strategy starts and ends, but the rise of social media means they should reappraise their approach, writes Nicola Clark. A market where Microsoft is considered the...
Helpline
We take the hassle out of finding the right product or service - you ask the question, we'll provide the answer. PLANT YOUR FLAG Q: We want to achieve maximum standout at an exhibition we are attending. Can you suggest anyone who could help us?...
Lacking a Clear Vision
BT's digital broadcast service needs a strong identity if it is to overcome its rivals. BT Vision has received a flurry of attention in recent weeks, raising the possibility that it might, after a painfully slow start, be gaining momentum. The...
Marketing Mole: We'll Call You - London 2012
Since Mole lives in London and is already paying for the Olympics via our council tax, we thought we would volunteer to help; that way we might see some events. London 2012 Good afternoon, London 2012, how can I help you? Mktg Hi, I live in London...
Marketing Mole: Who Does Google Think You Are? - Ashley Stockwell, Managing Director of Brand and Marketing, Virgin Media
- The first result is a profile on Digital Spy from February 2007, just after Stockwell was named managing director of brand at Virgin Media. - The second is a Brand Republic story on his promotion. - The third result links to a Marketing profile...
Marketing Promotion: Make Me an Offer
Retailers are facing unique challenges to recruit and retain customers. We invited marketers and category experts to discuss the big issues. Retailers are finding it harder than ever to keep customers loyal Rather than stick with favoured stores,...
Mark Ritson on Branding: Marketing Stars Rise in East
Marketers in the US and UK should bow to the vastly superior talent of their counterparts in China. Greetings from the wonderful, if rather wet, city of Shanghai. About seven years ago I signed on with a big multinational to train its marketing...
Npower Merges Pounds 15m Accounts into VCCP
Npower has appointed VCCP to its pounds 15m consolidated marketing account. The agency will be responsible for all broadcast, print and online advertising for the energy company. The brand's above-the-line marketing was previously handled by Beattie...
Off the Supermarket Shelf
Supermarket pressure on margins is driving brands to seek other sales channels. Heinz has revealed that it is on the hunt for virgin retail territories to lessen its reliance on increasingly powerful supermarkets. Heinz UK and Ireland chief executive...
Opinion: The Marketing Society Forum - Should More FMCG Companies Launch Their Own Value Ranges?
Procter & Gamble has dramatically changed strategy by launching a lower-priced nappy line under its Pampers brand, but the risk of cannibalisation may be too much for others to take a similar route. MAYBE - JULIE BAKER, MANAGING DIRECTOR, SARA...
Profile: Back to Reality
Natasha Hill, supporter marketing director at Cancer Research UK, is pushing for greater donor engagement. Interview by Becky Wilkerson. Natasha Hill is a stylish woman, and her look suits Cancer Research UK's (CRUK) elegant Regency building overlooking...
Renault
The car marque has lost a lot of ground to other manufacturers since its heyday. Alongside pungent cheese and red wine, Renault was once one of the UK's favourite French imports. In 2006, it was the third-biggest seller of new cars here, behind...
Supermarkets Stick by Comparison Strategies
Price-focused ads fuelled by the recession are under scrutiny. Tesco, Britain's self-proclaimed 'biggest discounter', last week had its wrists slapped by the Advertising Standards Authority (ASA) over comparison ads deemed 'misleading'. The ASA...
Supplementary Benefits
Vitamin sales are set to drop but the sector will return some growth on the back of dietary supplements, writes Jane Bainbridge. Consumer knowledge of healthy eating has improved markedly over the past few years as the media and government have...
The Trust Crisis
From the implosion of household-name banks to the firestorm of condemnation over MPs' expenses, events over the past year have made confidence a scarce commodity, writes Nicola Clark. Trust has always been hard to earn and easy to lose. However,...
The Week in Marketing
- Heinz in brands push. Heinz is planning a multi-million-pound umbrella campaign across its entire product range as it steps up its battle against supermarket own-label products. It is thought the strapline for the campaign, which will run on TV...
What It's Really like Inside - UNICEF
- How do you come up with marketing ideas? There is a lot of talent within the team, and we always strive to be innovative in our approach. - What are the perks? The magnitude of the fundraising and advocacy work we do is incredible and no...