Marketing

Articles from March 30

Adwatch 30.03.11: Lexus CT
Hybrid ad starring Kylie adds a touch of glamour to portrayal of a quality driving experience. Tony Quinn, Head of planning, JWT London I drive a Lexus - a 4x4 Lexus in fact. It's not a hybrid, but I find it essential kit for coping with the...
Andrew Walmsley on Digital: The EU Cookie Problem
European legislation applying to websites' use of cookies will have a fundamental impact on brands. Geek Pride Day is 25 May. It started as a celebration of the anniversary of the premiere of Star Wars in 1977; now it's an opportunity for check-shirt-wearing,...
A Right Royal Opportunity
Marketers must adapt to the UK's first double four-day bank holiday in April, writes Gordon Carson. The bank holiday bonanza takes on new meaning this year as the nation excitedly awaits the first-ever consecutive four-day weekends, marking Easter,...
Big Names Retain Their Sparkle
This is a rare grocery sector in which own-label products lag far behind the dominant brands consumers know and trust, writes Jane Bainbridge. Product premiumisation and NPD are two features of the dishwashing detergents sector. As the number of...
Brand Manager of the Week: Stephanie Henderson, Corporate Partnerships Manager, Woodland Trust
- Describe yourself in three words Personable, committed, driven. - How would you define marketing? Using insight to develop desirable products and services, communicate with customers, and ultimately sell at a profit. - What would you...
Dave Extends Its Brand with Live Comedy Shows
UKTV, the digital broadcaster, is to launch the first brand extension for its Dave channel in the form of a series of live comedy events. The gigs, called 'Dave's Comedy Society: Live', tie in with its 'The home of witty banter' tagline and will...
Direct Marketing and Sales Promotion Leagues: Direct Power
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 Kim Benjamin. Successful direct marketing has always been about triggering relationships...
Editor's Comment: Corporate Visibility Makes Sense
Do we, as consumers, really care who makes the products and services we buy? The short answer is yes. Procter & Gamble is aware of this, which is why it's embarking on its first-ever UK corporate branding exercise in a TV campaign launching...
Helen Edwards on Branding: The Sensitive Art of Pricing
Marketers must use the rise in commodity prices as the impetus to re-engage with consumers. Oscar Wilde defined a cynic as someone who knows 'the price of everything and the value of nothing'. Brand owners are giving a passable impression of the...
Lastminute.com Looks to 'Portal' Repositioning
Site unveils pan-European campaign with single brand message for all markets. Lastminute.com is launching a pan-European campaign to reposition itself as an online portal for entertainment, travel and leisure, and introducing a single brand message...
Look before You Leap
Sponsors must have a recovery plan in place in case sensitive ads go viral, writes Sarah Shearman. When a Nike ad featuring England rugby players diving through the air in celebration of a presumed Grand Slam victory found its way on to YouTube,...
Marketing Mole: We'll Call You - Royal Mail
Mole is worried that Royal Mail staff cuts and the closure of a London mail centre means we won't get our letters on time. How will deliveries be affected? Royal Mail: (Answers after Mktg has been passed around its automated system for five minutes...
Marketing Mole: Who Does Google Think You Are? - Peter Hope, Marketing Director, Vauxhall
- The first and second links are to the story on marketingmagazine.co.uk and sister site Brand Republic about Hope's appointment. - The third pushes to a search for Hope on Brand Republic. - The fourth result is a report on a new Vauxhall deal....
Marketing Promotion: The Thinkboxes Winner for January/February 2011 - Pure TV Brilliance from Cravendale
Arla Foods wanted to position its Cravendale milk brand as a preferable alternative to supermarkets' own-label products. The brand had already developed an approach to its marketing based on the term 'crazy, sensible', which was evident in its previous...
Ocado Targets Regions Via Outdoor Campaign
Ocado, the internet grocer, is launching a major outdoor ad campaign as it tries to establish itself in more regions of the UK. The retailer, which earlier this month added a regional distribution centre near Bristol, is attempting to improve recognition...
Opinion: The Marketing Society Forum
Has online display advertising lost its appeal compared with other media? Big brands have been turning away from the digital medium - 36% spent less on it in 2010 than in 2009 - but better targeting and more tailored messages can ensure that it...
Out of the Shadows
FMCG firms want consumers to get to know their corporate side, writes Loulla-Mae Eleftheriou-Smith. Procter & Gamble (P&G) is adamant that consumers care about its corporate brand. The FMCG power-house has just launched its first consumer-facing...
Phones4U Ad Drive to Put Android to the Fore
Phones4U is plotting a major marketing push to drive sales of Android phones. The campaign, which will run throughout April, is timed to coincide with the upcoming launch of Android smartphone devices by Sony Ericsson, LG, HTC and Samsung. Tongue-in-cheek...
Profile: Raising the Stakes
Kristof Fahy, group brand and marketing director at William Hill, is hoping that he is on a winning streak. Interview by John Reynolds. Kristof Fahy was cock-a-hoop after winning EUR400 on a long shot at last year's Prix de l'Arc de Triomphe horse...
Rbs
The bailout and bonus furore continues to hamper the bank's customer relations. It seems that UK consumers like to hold a grudge. Two-and-a-half years have passed since RBS hate-figure Fred 'The Shred' Goodwin turned to Gordon Brown and begged for...
Reinventing Marketing: Shifting the Balance of Retail Power
As ways to improve shopper economics continue to emerge, the consumer now holds the key to retail strategies, writes Alan Mitchell. Why does retailing look the way it looks? It may sound like a silly question, but if we can better understand the...
The Financial Viewpoint
On one side are the number-crunchers, on the other marketers. Constantly at loggerheads over campaigns and ROI, Andrew McCormick talks to financial directors about how the relationship can be improved for the good of the brand. They control the...
The Week in Marketing
- Eliza joins Max Factor Max Factor, the make-up brand, has enlisted pop singer Eliza Doolittle to be its 'Max Colour Effect girl'. Doolittle, who is signed to EMI Music, will star in Max Factor's 'Big Night Out' below-the-line, PR and digital campaign....
What It's Really like Inside: More Th>n
- How does the team come up with fresh marketing ideas? It's about bringing together dynamic, intelligent, intuitive minds, the right creative partners and sharing ideas. - Describe the marketing team in three words. Passionate, pioneering,...