Marketing

Articles from November 3

Adwatch 03.11.10: Waitrose
Price-match ad maintains its premium positioning while sending good-value message. Come on down, the price is right. Waitrose: the last bastion of supermarket one-upmanship. Where you can get gorgeous, scrummy things and shop alongside people...
Andrew Walmsley on Digital: Starbucks' Grande Strategy
The coffee chain is using its new Digital Network to differentiate itself from otherwise similar rivals. There was a time when buying a cup of coffee was a straightforward process. You went into a cafe, asked for 'a cup of coffee', handed over a...
Battle of the Brands
All is still to play for as The Marketing Society Brand of the Year 2010 voting hots up. More than 4000 votes have already been cast in an overwhelming response to The Marketing Society Brand of the Year 2010 initiative, in association with ITV...
Boots Signs Comedians in Festive Strategy Shift
Health and beauty retailer turns to comedy sketch ads to find 'single brand voice'. Boots is overhauling its advertising for Christmas with a comedy campaign that it believes brings together health and beauty in one 'brand voice' for the first time....
Brand Manager of the Week: Virginia Barnes, Global Brand Manager, Aviva
- Describe yourself in three words Tall, loud and clumsy. - What would you be if you weren't a brand manager? A novelist - but I'd still have to work in an office, as I'd go out of my mind alone all day. - What advice would you give someone...
Clinton Cards
The greetings-card and gifts retailer is struggling to catch up with its rivals, writes Rachel Barnes. Funny, risque, romantic or cute, whatever type of greetings card you are looking for, the chances are that, at some point, you will find yourself...
Creating a Loyal Following
Retailers are scaling up their reward schemes in a push to win market share, writes Trevor Clawson. The economy may be growing more rapidly than expected, but anyone taking a walk down a local high street can be in no doubt that Britain has yet...
Customer Publishing: Video Star
Reaching consumers through online and video editorial has grown in importance for brands - and the customer publishing industry is taking the lead, writes Suzy Bashford. If you think that customer publishing is all about print magazines, think again....
Disposable Society
The nappy sector is having to overcome the challenges of own-label, price promotions and a stabilising birth rate, writes Jane Bainbridge. This is an unusual FMCG sector: for much of the population, nappies are of no relevance whatsoever, while...
Editor's Comment: Microsoft's Controlling Interest
Microsoft is waging war for control of your living room. This week the company fired the latest volley in its battle against its console rivals with a dollars 500m marketing drive backing Kinect, its new motion-sensing control system for the Xbox 360....
Helen Edwards on Branding: A Blast from the Past
Marketers aiming to run 'breakthrough' workshops should look to the industrial age for inspiration. If I say 'workshop', what images come to mind? No, not that kind of workshop - the manufacturing kind, from the great industrial age, when Britain...
IPA Awards Grand Prix to MCBD for Hovis Ads
MCBD was awarded the Grand Prix at Monday night's Institute of Practitioners in Advertising (IPA) Effectiveness Awards for its work on Hovis' 'As good today as it has ever been' campaign. The agency, which was also awarded the Effectiveness Company...
Marketing Mole: We'll Call You - Green & Black's
It's a little-known fact, but Moles love chocolate, so when we read that Green & Black's was on the lookout for a chocolate taster, we wanted to know more. Green & Black's: Can I help? Mktg: I was wondering whether you could give me more...
Marketing Mole: Who Does Google Think You Are? - Sally Sidani, Vice-President European Marketing, Remington and Russell Hobbs
- The first link is to a YouTube video of Sally Sidani. - The second link is to Sidani's LinkedIn page. - The third pushes to an article about Remington on www.marketinguk.co.uk. - The fourth link is to Sidani's profile on www.123people.co.uk....
Marketing's Customer Satisfaction Survey 2010
Brands spending millions on above-the-line marketing are falling at the first hurdle when it comes to customer satisfaction, writes Nicola Clark. For brands emerging into a post-recession climate, where consumers have simultaneously raised their...
Microsoft Backs Kinect with Pounds 300m Global Push
Console brand aims to broaden appeal to become home-entertainment hub. Microsoft is taking on Nintendo and Sony PlayStation with a dollars 500m (pounds 300m) global launch campaign for Kinect, its motion-sensitive controller system for the Xbox...
Opinion: The Marketing Society Forum
Was Hovis right to pull products from Tesco after it was refused a price rise? Hovis increased the prices of its products because of the soaring cost of wheat. Tesco then refused to accept the new prices, which has resulted in several of the baker's...
Profile: Power Behind the King
Sarah Power, UK and Ireland marketing director at Burger King, is stepping up its challenge to McDonald's. Interview by John Reynolds. The idea of interviewing Burger King's Sarah Power in one of the chain's outlets was, in theory, an appealing...
Social Security
Will criticism of Facebook for leaking personal data lead to a backlash from users? As the posters for the Hollywood film about Facebook, The Social Network, read: 'You don't get to 500 million friends without making a few enemies.' However, with...
Telegraph to Back iPad App and Fashion Website
Telegraph Media Group (TMG) is boosting the marketing support behind its dedicated fashion and beauty website and its Best of the Telegraph iPad app. Adam & Eve has created the work for the flagship digital initiatives The campaign will go live...
The Week in Marketing
- Tyrrell's adds ridges Tyrrell's, the premium crisp-maker, is launching a range called Furrows this month. Available in Sea Salted, Sea Salt & Vinegar and Mature Cheddar and Pickled Onion variants, the packaging plays on the similarity of the...
Travel Brands Fight Rise in Air Passenger Duty
Travel companies are looking to combat the government's rise in Air Passenger Duty (APD) this week with a series of marketing and PR campaigns. On 1 November, APD rose by up to 50%, despite opposition from the travel industry. To highlight the...
What It's Really like Inside: Tortilla
- How does the team come up with fresh marketing ideas? Customers and employees can provide plenty of inspiration. We also have regular meetings with store managers to discuss what has to be done and what might be worth trying. - What are the...