Marketing

Articles from March 31

Adwatch 31.03.10: Sky
The satellite broadcaster's 'Supertelly' campaign is the modern version of direct mail. Future students of marketing will be able to glean all that they need to know about the year 2010 by watching this 40-second promo from Sky. They will recognise...
Alan Mitchell on Branding: Look Behind the Message
Nestle's rude awakening to the reality of social media shows marketers must adjust their thinking. It's been a bad 10 days for Nestle. It started with a Greenpeace campaign over palm oil production and the destruction of the rainforests. The...
Andrew Walmsley on Digital: Sauce for the Goose
There should be no shift in the criteria governing the value of marketing when it comes to digital. I was at the ISBA conference last week, where I was asked to chair a panel on digital media. Just before I went on stage, the previous speaker, Nigel...
A Parting of the Ways
M&S and Waitrose share similar customers, so why the divergence in strategies, asks Joe Thomas. Three months have passed since Marks & Spencer executive chairman Sir Stuart Rose admitted that his company had been trumped by Waitrose. At...
Brand Manager of the Week: Andy Whiting - Senior Brand Manager, Nickelodeon
- Describe yourself in three words. Creative. Optimistic. Caring. - What advice would you give someone starting their marketing career today? Be inquisitive. Get to know your audience and find out what makes them tick. Get that right and you...
Defra Proposes Tighter Control of Green Claims
Revised marketing guidelines would require greater transparency from brands. The government is to discourage brands from using terms such as 'green', 'environmentally friendly' and 'eco' when promoting products. The recommendations are among...
Direct Leagues
With digital work now accounting for more than half of many agencies' business, the direct marketing and sales promotion industries have reached a turning point, writes Richard Abbott. Hardly a year passes without direct marketing and sales promotion...
Editor's Comment: Greenwash Code
Terms like 'energy-efficient', 'carbon-neutral' and 'sustainability' have become part of the vernacular for brands looking to promote themselves to environmentally conscious consumers. However, companies keen to play up their green credentials will...
Expert Comment: Kellogg
The health debate is at the top of the political agenda; it commands countless column inches and regularly sparks debate around kitchen tables across Britain. Too often, however, it is dominated by soundbites that, although they make good reading,...
Find a Healthy Balance
Brands are caught between health needs and consumers' taste for indulgence. Hardly a week goes by without a food brand announcing a health initiative as they seek to position themselves as a force for good in the fight against obesity. Last week,...
French Connection
The retailer is still struggling to see off fast-fashion and supermarket competition. French Connection's split with its designer label Nicole Fahri almost mirrored the break-up of the relationship of the fashion chain's boss, Stephen Marks, and...
Gaining Ground
The recession has not stopped UK consumers trading up when it comes to choosing instant and ground coffee products. Our daily caffeine fix is one luxury the Brits are not willing to cut back on in times of economic strife. As we have grown accustomed...
Google to Offer Option of Targeted Banner Ads
Samsung and Center Parcs are among brands that have begun to use a service offered by Google that personalises online banner ads. The search giant has implemented a feature dubbed 'remarketing', which enables advertisers to tailor online ads based...
Jeremy Lee on Media: Thompson's Kidding No One
The BBC's Strategy Review proposals serve neither its audiences nor its claims to fair competition. Having received a Jesuit education, one might have thought that BBC director-general Mark Thompson would be well-versed in the tradition of the mea...
LV= Flags Mutual Status with Primetime Activity
Insurance brand LV= is refocusing its marketing strategy on brand-led TV ads in prime-time slots to improve awareness of its mutual status. The insurer, which rebranded from Liverpool Victoria in 2007, has traditionally used daytime direct response...
Marketing Mole: We'll Call You - PepsiCo
PepsiCo has been furiously flagging up its new health targets, leaving Mole wondering whether Pickled Onion Monster Munch will now be one of our five a day PepsiCo: Hello, PepsiCo. How can I help? Mktg: Hello, I read in the paper that PepsiCo...
Marketing Mole: Who Does Google Think You Are? Chris Newitt, Head of Marketing, Skoda UK
- The first result is a Marketing article about Newitt's promotion to the top marketing job at Skoda UK last December. - The second link is to the Facebook profile of a Chris Newitt. - The third result takes us to ratemyprofessor.com and a Chris...
Opinion: The Marketing Society Forum
Is exposing your brand to untried media channels a risk worth taking? O2-run mobile network Giffgaff is to use controversial video chat service Chatroulette, hitherto avoided by advertisers due to the risk of brands being hijacked, to target 'free-thinking'...
Pre-Emptive Strike
BA's social-media response to industrial action offers a model for other brands. As thousands of people were scrabbling to change their travel arrangements earlier this month, to avoid being stranded by the British Airways strikes, the airline was...
Profile: Time Well Spent
Mark Fells, UK and Ireland marketing director for Lastminute.com, has brought in some long-term thinking. Interview by Alex Brownsell. For someone who places a high value on free time, it comes as a surprise to hear that Mark Fells, UK and Ireland...
Telegraph Media Group Readies Loyalty Scheme
Telegraph Media Group (TMG) has signed up Carluccio's and Debenhams as partners in its first dedicated loyalty programme. Under the scheme, which mirrors an approach adopted by News International, subscribers to The Daily Telegraph and The Sunday...
The Week in Marketing
- Lindt Bunnies hit web Upmarket chocolate brand Lindt is running its first digital campaign in the UK, to promote its Gold Bunny for Easter. Online advertising and email activity, created by design agency Standout UK, is intended to drive consumers...
Top 100 Online Advertisers
While the recession cut a swathe through above-the-line media channels, digital marketing grasped the opportunity to prove itself, writes Adam Woods. As many advertisers were forced to cut back last year, so media owners probably comforted themselves...
What It's Really like Inside: Amnesty International
- How does the team come up with fresh marketing ideas? We use different techniques to help people jump out of their usual channels of thinking and top up with out-of-office staff-organised events. - What are the perks of the job? Working...