Marketing

Articles from August 26

Adwatch 26.08.09: Cash4Gold.Com
The gold buyer's UK arrival has made a big impact, but should we welcome its ad approach? An Adwatch review in August is like the summer TV schedule: there isn't much on. Maybe that is why Cash4Gold stood out, as its arrival in the UK has made...
Andrew Walmsley on Digital: Carried Away with Success
Our obsession with measuring how well a brand is performing has led to us ignoring the cost of failure. We just love measuring stuff. It gives us a sense of place, a fixed point in an uncertain world. It allows us to gauge progress, and, crucially,...
Brand Manager of the Week - Robin Colbeck, Brand Manager, Virgin Holidays
- Describe yourself in three words. Tall(ish), dark(ish) handsome(ish). - How would you define marketing? Persuading people they can't live without your brand. - What would you be if you were not a brand manager? A travel or food writer....
Broadcasters Face Fight to Sell 3D to Consumers
Sainsbury's C4 sponsorship is a step toward more 3D on TV. Channel 4's launch of a week of 3D programmes, sponsored by Sainsbury's, marks the first significant attempt by a terrestrial broadcaster to promote 3D technology. Channel 4 will air...
Downturn Washes out Value
Haircare products are an essential purchase for most consumers but the recession has hindered the progress of the sector, writes Jane Bainbridge. The latest hairstyles sported by catwalk models and A-listers are pored over and copied as closely...
Editor's Comment: Smaller Budget, Bigger Impact
If you have had a chance to look at Adwatch this week (see page 19), you might be wondering the same thing as me: where have all our famous, glitzy advertisers gone? The list, which usually reflects the public's recall of ads from some of the UK's...
Helpline
We take the hassle out of finding the right product or service - you ask the question, we'll provide the answer. SWEET INCENTIVES Q: We want to give away some treats to potential customers. Who can help? A: Give the Promotional Candy Company...
Marketing Mole: We'll Call You - Currys
Mole loves shiny new technology, but hates having to pay through the nose then wait around for hours for delivery. Can Currys make the process less hassle? Currys Good morning, you're through to services, (name) speaking, how can I help? Mktg...
Marketing Mole: Who Does Google Think You Are? - Philip Almond, Global Brand Director, Baileys
- The first two results take us to the University of Queensland, Australia, and the profile of Philip Almond, a Professor of Studies in Religion. The fifth result is another such profile. - The third links to a Marketing profile published in 2007,...
Mark Kleinman on Marketing and the City: A Heady Cocktail
Diageo's 'copycat' case against Sainsbury's will have implications for all brand-owners and retailers. Fresh fruit, cucumber and a sprig of mint may be the traditional accompaniment to that classic English summer drink, Pimm's, but Sainsbury's encounter...
Mark Ritson on Branding: Viewers Don't Have Answers
Asking consumers to self-report on whether TV ads have an impact on them is a flawed approach. Last week, Deloitte released a report concluding that 'TV advertising still has the greatest impact on consumers'. This unexpected finding was derived...
Nme
The brand may be booming, but circulation of the magazine is in steep decline. When Sex Pistols singer Johnny Rotten snarled, 'I use the NME/I use anarchy!', the music publication was already a cultural touchstone. Launched in 1952 as The New...
One Freesheet Down
Thelondonpaper is closing, but will its rival be around long enough to benefit, asks Sarah Johnson. After the initial shock passed, the industry has been left asking whether advertisers will care that regional freesheet thelondonpaper is to be consigned...
Opinion: The Marketing Society Forum - Do We Need Another Code to Underpin Food and Drink Marketing?
The Department of Health has issued a tender seeking 'external partners' to help develop a set of voluntary guidelines on how food and drink products should be marketed to children. MAYBE - IAN TWINN, DIRECTOR OF PUBLIC AFFAIRS, ISBA For good-practice...
Profile: Big Ambitions for the UK
Vicki Franks, head of marketing at Kao Brands UK, is confident the Japanese firm can flourish on these shores. Interview by Amy Golding. It is hard to believe, from her polished appearance, that Vicki Franks, UK marketing director for Kao Brands,...
Special Report: Contact Centres - Cracking the Code of Contact
Contact centres come in for severe criticism, yet they provide a unique opportunity for one-to-one customer communication. We asked a panel of experts to give their responses to the top five customer complaints, and suggest how to avoid causing them...
The Politics of Social Media
Politicians and campaigners are wading in where brands fear to tread, writes Fiona Ramsay. While many brands still appear wary of social media, politicians are jumping on the Twitter bandwagon in droves. The extraordinary online support for the...
The Recession: What It Really Means for Brands
Consumers are not responding to the recession in a uniform manner - instead, a variety of trends are at work. Nicola Clark unveils exclusive research revealing what marketers need to know. The recession is over and by the end of next month the country...
The Week in Marketing
- Trident's ticket game Chewing-gum brand Trident has offered fans of singer Beyonce Knowles the chance to attend one of her 'Trident Unwrapped with Beyonce' concerts at The O2 in November by hosting a game of musical chairs, which was filmed and...
VW's Model Marketing
The quality of the car group's communications is helping it ride the recession, writes Alex Brownsell. Unlike many of its rivals, Volkswagen Group has defied the global recession to post a 6.7% year-on-year increase in deliveries over July, its...
What It's Really like Inside - the London Dungeon
- Describe the marketing team in three words. Dark, edgy, fun. - How do you come up with new marketing ideas? We brainstorm with the central marketing team, staff from the attraction and our studio's creative directors. - What is the main...