Marketing

Articles from May 26

Adwatch 26.05.10: John Lewis
This ad may have provoked a lot of comment but does it deserve all the attention? TONY QUINN, Head of planning, JWT I'm tense today; very tense. Not tense in a physical sense, but tense emotionally. A 'tense' where black is white and white is...
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Andrew Walmsley on Digital: Perfectly in Step
Web-based footwear retailer Zappos has developed a mould-breaking approach to customer service. My memories of childhood shoe-shopping trips remain strong to this day The crushing boredom. The dull product. The sales assistants looking over my head...
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Benadryl Boosts Online Activity in Allergy Push
Benadryl, the allergy-relief medication brand owned by Johnson & Johnson, is embarking on its biggest integrated marketing campaign to date in an attempt to position itself as an information hub for allergy sufferers. The campaign, created by...
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Brand in the News: Heinz
- Why is Heinz in the news? Heinz has appointed Matt Hill, a senior Unilever executive, as its chief marketing officer. Hill, who currently has the unwieldy-sounding job title of global vice-president, brand development, Knorr Masterbrand &...
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Brand Manager of the Week: Claire Peake, Brand Manager, John Frieda, Kao Brands Europe
- Describe yourself in three words. Energetic, organised and sociable. - How would you define marketing? A way to make people fall in love with your brand and never want to buy an alternative. - What would you be if you weren't a brand...
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Driving Up Costs
Any growth in the value of this sector is the result of increased prices as overall volume decreases, writes Jane Bainbridge. Making money in the car and van hire market depends on ensuring that a fleet of vehicles is given its maximum possible...
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Editor's Comment: The Powers Behind the Brands
Those of you lucky enough to have made it into Marketing's Power 100 this year have particular cause to celebrate. Not only are you among the elite few to have made it to the top at a time of unprecedented upheaval, you are also pioneers at a new frontier...
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Google Pledges to Leave Sports to Broadcasters
Google has ruled out competing with broadcasters for the rights to sporting events, despite its recent deal to stream Indian Premier League (IPL) cricket live via its YouTube video-sharing site. Last week, in conjunction with Sony and Intel, Google...
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Helen Edwards on Branding: Slavery Doesn't Pay
Brands that routinely rely on their customers to work for nothing could be in for a rude awakening. When your grandmother bought a table, she got a table. When you buy a table you get a sheet of laminated chipboard, four legs, a bag of screws and...
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Marketing Mole: We'll Call You - the Met Office
The volcanic ash cloud is threatening our holiday, so having heard the UK is set for a scorcher, we rang the Met Office to ask whether we should just stay home. Met Office: Hello, this is the Met Office. How can I help? Mktg: Hi. Apparently this...
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Marketing Mole: Who Does Google Think You Are? - Matthew Pullen, Marketing Director, Bernard Matthews Farms
- The first result takes us to LinkedIn which has profiles of 20 Matthew Pullens. - Next is a link to a Facebook profile belonging to another Matthew Pullen. - The next two results are from 123people. The information is not very clear or useful....
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Marketing Promotion: The Thinkboxes Winner for March/April 2010 - Pure TV Brilliance from John Lewis
Never knowingly undersold' has been a part of John Lewis' brand positioning for 80 years. At the end of last year, the retailer's marketing director, Craig Inglis took a decision to relaunch the proposition to give it greater resonance with consumers....
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Mark Kleinman on Marketing and the City: Bumpy Flight Ahead
If a dispute within easyJet is not resolved amicably, it could be forced into some damaging changes. Carolyn McCall must wonder what she has let herself in for. When it emerged that the chief executive of Guardian Media Group (GMG) was leaving to...
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McDonald's to Sponsor Olympics Volunteering
McDonald's is expected to announce that it will be the main sponsor of the volunteering programme for the London 2012 Olympics as part of its wider support for the event. The fast-food chain, which is already one of the Games' worldwide commercial...
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Numbers Still Add Up
Despite far tougher times for the directory enquiries sector, there is life in it yet, writes Jeremy Lee. The 2003 deregulation of the directory-enquiries market which ended BT's monopoly was meant to be a 'big bang' providing consumers with greater...
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Opinion: Marketing's Big Debate at Media 360
Do advertisers still need specialist agencies to deal with media owners? In Marketing's first Media 360 panel debate, marketers, media owners and agencies will explore the role of the media agency amid evolving technology, audience shifts, procurement...
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Power 100
As optimism starts to return to the industry and the trials of recession begin to fade in the memory, here is our rundown of the marketers who managed to weather the now-receding storm with aplomb. Marketing's annual list of the 100 most influential...
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Profile: Creating the Perfect Blend
Jim Slater, marketing director at Costa Coffee, wants to recruit more customers in cities in the UK and abroad. Interview by John Reynolds. Jim Slater, Costa Coffee's marketing director, will no doubt be pleased to hear that there are many parallels...
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Sell-Out Performance
Relationships between bands and brands have gone beyond using hit songs in ads. Selling out has never been so popular, judging by the startling number of partnerships being forged between musical acts and brands. The latest example is a deal between...
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Sky Player Glitch Hits Ads during Lost Finale
Broadcaster under barrage of criticism after error hits VOD simulcast of drama. Sky's video-on-demand service, Sky Player, has been dealt a blow after technical difficulties meant the heavily promoted finale of Lost cut out halfway through. Ads...
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The Green Halo Effect
Brands are gaining a premium gloss by promoting their eco-friendliness, writes Gemma Charles. Marketers are beginning to recognise that green credentials can be used to meet business objectives beyond simply highlighting their brand's ethical records....
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The Week in Marketing
- What's Next unfolds Premium paper producer Sappi has appointed John Brown to produce a magazine designed to champion the joy of print. The spring edition of the magazine, entitled What's Next, will be followed by a second later this year. Contributors...
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Weetos
Young people's growing tendency to skip breakfast has hit sales of the cereal brand. Although The Weetabix Food Company has the sector-leading brand in its eponymous cereal range, its Weetos line seems to be losing favour among its youthful target...
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What It's Really like Inside: eHarmony
- How does the team come up with fresh marketing ideas? We hold weekly brainstorms and ask our successful couples how they would market the service. It gives us great insight into how they describe their experience and what elements of it they tell...
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