Marketing

Articles from December 9

Adwatch 09.12.09: Microsoft
Microsoft's ads simply expose how slow it has been to latch on to consumer participation. Adwatch this week is dominated by the Christmas offerings of the nation's retailers. It's tempting to stick to one of my 'specialist' subjects, but, with our...
Amanda Andrews on Media: Will Global X Factor Pay?
Simon Cowell and Sir Philip Green have big plans for the talent show, but viewers hold the key. It could have been dreamt up at a lavish party attended by supermodels and celebrities or at an exclusive resort. Sir Philip Green and Simon Cowell's...
Andrew Walmsley on Digital: Information Superhighway?
Car-based social networking could improve efficient driving and revolutionise motor marketing. Cars have never been simply about getting from A to B. On a rational level, they don't really stack up. They're expensive to run, spending much of...
Brand Manager of the Week: Ros Barclay, Head of Marketing, Covent Garden London
- Describe yourself in three words. Determined, demanding, fair. - What advice would you give someone starting their marketing career? Don't be precious - be prepared to get your hands dirty. You'll be judged on your attitude and willingness...
Don't Tweet Your Heart Out
Marketers must clearly segregate the personal and the professional in social media. If Gillette's PR man spotted rival brand King of Shaves' founder, Will King, in a pub, it is highly unlikely that he would take the opportunity to inform him that...
Editor's Comment: Success against the Odds
Congratulations to all the winners of Marketing's Agency of the Year 2009. In the supplement that accompanies this issue, you can read why every winner, and the runners-up, were so commended. However, long before we kicked off the long process for...
Google Decision Could End Free Online Content
Google's agreement to improve publishers' ability to limit access to their content is likely to spark a fresh search for ways to make online news pay. The changes mean publishers can impose a limit of five articles to be accessed from a computer...
Helpline
We take the hassle out of finding the right product or service - you ask the question, we'll provide the answer. SWEET DELIGHTS Q: We are a small firm that wants to give away some treats to potential clients. Who can help? A: Give the Promotional...
Home Comforts Remain
Although the recession has shaken it, the housewares market remains on solid foundations, writes Jane Bainbridge. From Jamie Oliver to Betty Jackson, the celeb-factor has been creeping into the housewares market as they latch onto the trend of consumers...
Katie Price
The model and businesswoman's public splits have taken the edge off her glamour. Katie Price's split with her husband Peter Andre and subsequent behaviour has kept the nation rapt throughout 2009. Her decision two weeks ago to quit the latest...
Kicking the Promotions Habit
This year has seen a plethora of brands lean more heavily on sales promotion to persuade cautious consumers to part with their cash. David Benady asks whether brands have become too reliant on discounts. Shoppers are becoming ever-more demanding...
Marketing Mole: We'll Call You - Churchill
It's panto season and having heard our favourite canine, Churchill the dog, is taking to the stage, we rang the insurance brand to find out how to get tickets. Churchill Good afternoon, you're speaking to (name), how can I help you? Mktg Hi,...
Marketing Mole: Who Does Google Think You Are? - Kevin Peake, Marketing Director, Npower
- The first result links to Npower's Kevin Peake's up-to-date LinkedIn profile. - The second link is an IMDB entry for a US actor and model of the same name. - The third reference pushes to a Facebook profile for a different Kevin Peake. -...
Mark Ritson on Branding: No Great Stretch
Google's latest venture, into property, reflects its status as one of a band of readily extendable brands. Google is building on its maturity in its own category, search, to launch a series of aggressive brand extensions. These are successfully...
Nestle Marathon Water Switch Signals Intent
Nestle's focus on Pure Life water is at the expense of Vittel, writes Joe Thomas. Nestle Waters UK is to sponsor the London Marathon through bottled-water brand Nestle Pure Life (NPL), rather than Vittel, it announced last week. NPL, the first...
Not Just the Ticket
Airlines are focusing on wider reward schemes to ensure customer retention, writes Alex Brownsell. The recent decision by German national carrier Lufthansa to form a loyalty partnership with airport operator BAA's WorldPoints scheme demonstrates...
Opinion: The Marketing Society Forum - Will the Launch of Another Free London Newspaper Be Viable?
Despite the recent closures of free commuter papers London Lite and thelondonpaper, a group of mystery investors has announced plans to enter the fray with The London Weekly next year. MAYBE - JULIET HAYGARTH, MANAGING DIRECTOR, BROTHERS AND SISTERS...
Profile: Chilled Customer
Nigel Parrott marketing director for Daniels Group, is happy to discuss his setbacks as well as focus on his successes. Interview by Amy Golding. In a time when marketing less healthy food and advertising to children are becoming increasingly tricky,...
Reinventing Marketing: Consumer Empowerment: Your Next Key Marketing Tool
Asda's Andy Bond foresees a 'democratic age' where the public will take the lead in the way we do business, but first consumers will have to get over their 'learned helplessness', writes Alan Mitchell. In a famous study conducted in the 80s, researchers...
Subversion with Purpose
Marketers aiming for attention-grabbing ads need a clear sense of reason, too. It used to be so simple. Advertisers commissioned an ad agency to create an ad, and popped a substantial TV spend behind it; consumers saw it and many were tempted to...
The Week in Marketing
- Kit Kat goes Fairtrade Nestle has announced that Kit Kat bars are to be Fairtrade-certified Packs of the four-finger chocolate bar will carry the logo from January. A print campaign to coincide with the launch carries the line 'Have a break, have...
What It's Really like Inside: Virgin Trains
- Virgin Trains has recently revamped its website to promote train travel. How does the team come up with fresh marketing ideas? Our frontline teams have direct and continuous contact with consumers, so we encourage their ideas. Coupling this with...