Marketing

Articles from October 28

Adwatch 28.10.09: Barclays
Saving-themed ad misses a clear opportunity to adopt an industry leadership position. I bank with Barclays. This is not because it offers a particularly natty brand of customer service or is really skilled at turning my meagre coppers into bundles...
Amanda Andrews on Media: Web TV's Snack Attack
Broadcasters must find an appetite for the benefits of creating bite-sized content for online viewing. Personally, I can think of nothing less relaxing than sitting in front of a computer to get my daily TV fix, after a day staring at one in the...
Andrew Walmsley on Digital: Upwardly Mobile
While the UK still waits for mobile to achieve its potential, the platform has taken off elsewhere. As the evenings draw in and the weather cools, our thoughts turn once more to The Year of Mobile. In a tradition that dates back to ancient times...
Backing the Future
M&S' Mike Barry and Lucy Calver discuss some of the important lessons the retailer has learned since it moved away from a CSR approach and started implementing its 'Plan A' strategy in 2006l Sustainability will be a key issue over the next decade,...
Banks Bolster Spend to Push Savings Products
Finance brands are setting their sights on driving up deposits. Savings-product advertising is set to dominate the financial marketing landscape next year as capital-starved financial-services brands aim for a resurgent 2010. High-street banks...
Closing the Gap
Sports and energy drinks are outperforming the soft-drinks market as a whole, but still attract a relatively narrow audience. Sales of sports and energy drinks are expected to exceed pounds 1bn by the end of the year, thanks in part to the health...
Editor's Comment: On Balance, Bonuses Work
The close association of the word 'bonus' with fat-cat bankers in the public mind means that all corporate pay deals are now under close scrutiny from those outraged at the perceived unfairness of such rewards. However, marketers should not be ashamed...
Evening Standard Seals Office Distribution Ties
The London Evening Standard is signing up major employers around London, including banks and law firms, to distribute copies of the newspaper in its freesheet form directly to staff in their office lobbies. The deals would mean that thousands of...
Getting Straight to the Point
The downturn has meant that consumers are placing an unparalleled focus on deals, making it even harder for brands to achieve standout in store, writes Mary Cowlett. With research showing that at least 70% of brand choices are made in store, food...
Green Initiatives Drive Employee Engagement
A growing band of companies are investing in schemes aimed at getting their employees to engage fully with their sustainability initiatives. Employers are investing significant resources in these schemes because they view them as an effective way...
Helpline
We take the hassle out of finding the right product or service - you ask the question, we'll provide the answer. MAKING CONTACT Q: We want to buy data for an email marketing campaign, but have had bad experiences in the past with data that turned...
Just Rewards
Despite their bad press, bonuses are an important way to motivate marketers. Bonuses are back in the spotlight after analysts recently suggested that bankers' payouts would rocket by 50% this year. The public outrage associated with such rewards...
Marketing Mole: We'll Call You - BGL (Comparethemarket)
Mole Junior has his heart set on a toy Aleksandr Orlov. It's just eight weeks to Christmas, and we can't get to Harrods. Is there a 'simples' solution to our problem? BGL BGL Group, good afternoon. Mktg Hi, I was looking to speak to someone in...
Marketing Mole: Who Does Google Think You Are? - Sally Cowdry, Marketing Director, O2
- The first result is a filmed interview with Shiny Media from July 2007 on the future of mobile technology at The O2 Arena. The interview appears again in fourth place, this time hosted on YouTube. - The second listing is a link to Cowdry's profile...
Mark Ritson on Branding: PwC's Values Audit
Scandals involving PricewaterhouseCoopers in India and the US could well harm its global brand. So you know how corporate branding usually works, right? A company develops a pointlessly generic positioning statement - integrity, innovation, excellence...
Newcastle Brown Ale
The relocation of production to Yorkshire could damage an already faltering brand. Geordies who want to 'take the dog for a walk' - a local euphemism for going to the pub, and the origin of one of Newcastle Brown Ale's affectionate nicknames - will...
Opinion: The Marketing Society Forum - Is Using the Fanbase a Good Way for Brands to Associate with Sport?
A raft of brands, ranging from Shredded Wheat and Sega to Betfair, have taken the opportunity to forge links with unofficial fan groups as a cost-effective means of targeting a sporting audience. MAYBE - PAUL VAUGHAN, BUSINESS OPERATIONS DIRECTOR,...
Profile: Looking for Loyalty
Adam Freeman, director of consumer media at Guardian News & Media, faces a tough brand-development task. Interview by Sarah Johnson. Guardian News and Media (GNM) is losing about pounds 100,000 a day, so its decision last week to restructure...
Putting Britain Back Together
The latest 'Moody Britain' report shows consumers are angry at banks, politicians and the media, but have a positive attitude to retaking control of their lives. Nicola Clark looks at the key lessons for brands. British consumers could be forgiven...
Samsung Seeks Single Agency for Pounds 23m Task
Samsung Electronics is reviewing its pounds 23m UK ad account, with the aim of consolidating its brand and product advertising work for 2010 into a single retained agency. Marketing director Mikah Martin-Cruz is leading the review, which will involve...
The Week in Marketing
- Hartley's Jelly pitch Premier Foods is looking for an ad agency for its Hartley's Low Calorie Jelly brand. The company is looking to target heath-conscious women with the 10-calorie product, which comes in pots. - Barclays renews deal Barclays...
What It's Really like Inside: Rizla
- Rizla has toured music festivals such as the Big Chill and Bestival this year - did the marketing team get to go? We did. It's an important part of the role to make sure that events run smoothly and look at opportunities to improve what we do;...