Marketing

Articles from May 5

Adwatch 05.05.10: Strongbow
Ad successfully combines a celebration of the working man with a Star Wars pastiche. Bromley Odeon, 1977, 6.30ish. It was raining heavily, yet inside the warm, damp cinema the hairs on the back of my boyish neck were tingling as I watched Luke Skywalker,...
Andrew Walmsley on Digital: Make Your Affiliations Pay
Affiliate marketing is a highly effective channel, as long as you actively engage with the partner sites. With an estimated pounds 4bn in sales last year, affiliate marketing is now a serious channel to market for thousands of UK companies. However,...
Argos Runs 'Truck' Push to Tie in with World Cup
Argos is to follow in the wake of Pepsi and Tic Tac by basing its summer marketing activity on ambush tactics around the FIFA World Cup. The retailer is seeking to capitalise on the interest in the tournament with a nationwide promotion called 'World...
Brand Manager of the Week: Jessica Reading, Head of Marketing, LateRooms.Com
- Describe yourself in three words. Ambitious, straight-talking and dedicated. - What do you enjoy most about your job? Every day is different and I learn something new. - What advice would you give someone starting their marketing career...
Contact Centre Leagues
Contact centres continue to be on the receiving end of bad press for failing to sort out customers' enquiries at the first time of asking. Melanie May investigates the ways outsourced centre providers are helping brands to prevent their customers from...
Counter Attack
UK tobacco brands are looking to stymie moves to ban the display of their wares. First to go was the advertising, followed by sponsorship and now cigarette brands face being banished altogether from consumers' gaze in retail outlets. However,...
eBay Dresses Up Positioning
The retailer's launch of a Fashion Outlet is part of a drive to shift brand perceptions. EBay is to extend its brand further into clothes retailing with the roll-out of a heavyweight marketing campaign this week to support its Fashion Outlet site....
Editor's Comment: Red Button's Valuable Legacy
The marketing director of a car company once told me he loved the 'clunkiness' of interactive TV because it meant consumers persistent enough to watch his red-button ads really wanted to buy. His opinion was not shared by many, though; in an age...
Helen Edwards on Branding: The Third Way
Brands seeking to challenge a 'big two' need to find strategies that will build loyalty and recognition. It's one of marketing's tougher challenges. You're the number-three brand in an established market, with a fairly steady 20% share. The big...
In Need of Improvement
With a slow-to-recover housing market and consumers still feeling the pinch, the DIY sector has little cau se for celebration, writes Jane Bainbridge. Like many sectors, the housing market has suffered badly during this recession, and this has had...
Is Procurement Killing Marketing Creativity?
Those who deride this business function have overlooked its ability to motivate agencies to produce even better work, writes Suzy Bashford. Procurement should facilitate creativity by fostering the conditions in which it can flourish. That is the...
J2o
The market-leading juice drink is at risk of losing its crown to healthier alternatives. J2O launched as an on-trade-only juice drinks range in 1998 to cater for consumers who wanted to avoid alcohol. Although launching in the off-trade a few...
Jeremy Lee on Media: Context Is Everything
Brands should focus more on getting their spots shown at the right time and less on making shows. As everyone knows, the golden age when the advertising interruption model actually worked ended a long time ago. While this has made the job of marketers...
Marketing Mole: We'll Call You - Argos
Moleskin is famously soft, but it is also sensitive, so before we bought a leather sofa from Argos, we wanted to be sure it wouldn't bring us out in a rash. Argos: Hello, you are through to our customer service team. Mktg: Hi, I'm looking to...
Marketing Mole: Who Does Google Think You Are? Fiona McAnena, Group Brand Director, Bupa
- The first result is a Brand Republic news story announcing McAnena's appointment at Bupa in January 2009. - The second links to an interview dated July 2001, when McAnena was appointed chief executive of CIA UK. - The third result takes us...
Marketing Promotion: Defining the Rules of Engagement
Brand managers looking to outsource their contact centre activity have a wide selection of companies to choose from, all keen to take their business. When asking what these companies can do for them, the logical answer from these providers should...
Opinion: The Marketing Society Forum
Is Barclays' talent-contest campaign an effective way to promote its refit? The high-street bank is lining up a talent-contest-based campaign to flag up the refurbishment of its 1700 branches. The consumer-engagement activity will include local...
Profile: Switchover Success
Beth Thoren, director of marketing at Digital UK, has relied on analysis rather than flair to get her message across. Interview by Sara Kimberley. Although the average tenure for a marketing director is just 18 months, most would be terrified if...
Simple Overhauls Baby Range to Increase Share
Simple is preparing to take on market-leader Johnson & Johnson in the baby sector with a 'natural' positioning to appeal to mothers. The skincare brand, which was bought by TRESemme-owner Alberto Culver last December, hired design agency BrandMe...
Sky Turns from Red to Green
Once lauded as 'the future', red-button ads have become surplus to requirements. Who would have thought that a Chicken Tonight ad could make history? Yet a brand that used advertising inviting grown men to mimic poultry became a pioneer in March...
The Week in Marketing
- Orange drops Dresden Mobile company Orange is overhauling its cinema Gold Spots ads for the first time in seven years, consigning its popular Orange Film Board concept, featuring fictional executive Mr Dresden and his sidekick Elliot, to the archives....
Toyota Employees to Feature in Pounds 20m Brand-Rescue Campaign
Car manufacturer's pan-European campaign to star workers talking about commitment to quality. Toyota is launching a pounds 20m pan-European ad campaign showcasing its workforce, in an effort to restore confidence following the crisis over its vehicles'...
Virgin Holidays Unveils 'Rockstar Service' Drive
Virgin Holidays is rolling out a marketing drive based on the concept of 'Rockstar Service' to emphasise the quality of its customer care. It will be supported by a campaign, created by MCBD and Elvis, that continues Virgin Holidays' existing ad...
VisitBritain Strives for 'Emotional' Connection
Tourism body to roll out fresh creative strategy in preparation for 2012 Games. VisitBritain is looking to instil a greater 'emotional' appeal in its international tourism marketing, in the build-up to the London 2012 Olympic Games. To help devise...
What It's Really like Inside: The Hut Group
- How does the team come up with fresh marketing ideas? Our team meetings concentrate on exploring fresh concepts and routes to market for our key franchises and offers, rather than day-to-day tasks We also have a community on social network Ning...