Marketing

Articles from May 4

Adwatch 04.05.11: Direct Line
Well-crafted campaign turns traditional insurance sell on its head to gain consumer trust. Nodding dogs, elephants, sea captains and meerkats: insurance advertising has more than its fair share of characters designed to imprint themselves indelibly...
Andrew Walmsley on Digital: Apple Dumb on Privacy
Brand's hiccup regarding user location is a lesson to marketers on respecting customers' concerns. In the past weeks, I have been critical of Privacy International, an organisation that describes itself as a watchdog focusing on privacy intrusions...
Brand Manager of the Week: Barnaby Rodgers, Brand Manager, Bloom Gin
- Describe yourself in three words. Pragmatic, thoughtful, driven. - What would you be if you weren't a brand manager? An art dealer or an actor. - What advice would you give someone starting their marketing career today? Try to find...
Champions of Design: Innocent
A brand that created a sector, showing the power of no-nonsense customer communication. Despite copycat brands and supermarket own-label products, Innocent dominates the fresh-fruit smoothies sector - one it is widely credited with creating in the...
Contact Centre Leagues
As technology adds to the number of ways in which consumers can interact with brands, contact centres are embracing the multichannel approach to customer service, writes Kim Benjamin. Building society Nationwide recently made changes to the way...
Domino's to Integrate Behavioural Economics
Domino's Pizza has become one of the first brands in the UK to use behavioural economics in overhauling its consumer marketing strategy. The takeaway brand is using the approach to determine what incentives it should offer its customers. For example,...
Editor's Comment: All Eyes on Kapoor at Reckitt
Are dyed-in-the-wool marketers the best people to run FMCG goliaths? If you have shares in Reckitt Benckiser, this is no academic question. Chief executive Bart Becht is departing, news that came as a nasty surprise to the City. Becht was a hero...
FindaProperty Owner Embarks on TV Ad Push
Digital Property Group, part of the Daily Mail and General Trust, is rolling out a multi-million-pound drive to raise the profile of its two online property brands, FindaProperty.com and PrimeLocation.com. The company is aiming to differentiate...
Flat out for Business
Nascent coffee variants such as the 'flat white' have ensured that coffee shops have emerged relatively unscathed from the recession. One would imagine that it isn't easy to update a beverage that has been available since the 1600s. However, last...
Friends and Influence
Facebook is keen to court brands, but must still keep consumers in mind, says Sarah Shearman. Despite having 600m 'friends' across the globe, Facebook has, of late, been turning its attention to the befriending of brands. Glimpses into its strategy...
Getting to Grips with Pricing
As brands face growing pressure from supermarkets, and strive to satisfy cost-conscious consumers, many are finding themselves sucked into a dangerous discounting spiral, writes Jane Bainbridge. In an age where buy-one-get-one-free deals have been...
Helen Edwards on Branding: Consumers Are Bad Losers
Customer privileges, once given, are brand hell to take away. If you have to do it, be very, very sorry. The May Day bank holiday wasn't always a feature of British life. It was bequeathed to a sulky nation in 1978 by the Labour administration of...
Marketing Mole: We'll Call You - PlayStation Network
Along with 70m other users, Mole was unable to access Sony's online gaming service last week. It was a hack, not a maintenance glitch, but Mole is little wiser PlayStation: Good morning, thank you for calling PlayStation support You're speaking...
Marketing Mole: Who Does Google Think You Are? Kristof Fahy, William Hill
Kristof Fahy, Group brand and marketing director, William Hill - The first link is to William Hill's 2009 annual report. - The second is to Fahy's LinkedIn profile. - The next result is his pick for YouTube Ad of the Week in Campaign. -...
MG Motor
The classic British car marque's Chinese owners are keen to revive the brand, writes Alex Brownsell. It is remarkable that classic sports car marque MG continues even to exist. The brand, which can trace its roots back to the 20s, has been passed...
Opinion: The Marketing Society Forum
Will it benefit BP to remind consumers of the anniversary of the Gulf oil spill? As the first anniversary of the explosion on the Deepwater Horizon oil rig looms, BP is running a press ad campaign to highlight its penitence and the steps it has...
Profile: Keeping Ahead of the Joneses
Sally Cowdry, marketing director at O2, is leading the brand's innovative plans, including mobilising an army of phone gurus. Interview by Ed Owen. By far the funkiest headquarters in a line of rather unprepossessing buildings along Slough's 'Silicon...
Reckitt Post-Becht: A Hard Act to Follow
There is a change at the top of FMCG powerhouse Reckitt Benckiser, writes Gemma Charles, but will the new captain be a match for his wily predecessor? Reckitt Benckiser's recent share-price crash - triggered by the news that talismanic chief executive...
Sainsbury's Pounds 10m Push on Pounds 50-a-Week Offer
Supermarket positions itself as the inexpensive grocery option for families. Sainsbury's is launching a pounds 10m campaign to introduce a major new marketing initiative promising to show how to feed a family of four for pounds 50 a week. The...
Speaking in Tongues
Today's brands are increasingly being challenged by the need to balance brand protection against financial constraints. We are all-too familiar with the growing pressure being applied to budgets in the current economic environment, but, equally,...
Superdrug Targets Rival with Beauty Card Push
Beauty Card scheme the latest move to reinvigorate high-street retailer's brand. Superdrug is looking to increase pressure on rival retailer Boots with a major above-the-line campaign to promote the launch of its Beauty Card loyalty scheme. The...
The Week in Marketing
- Burton's biscuit work Burton's Foods has rolled out a campaign to promote Toffee Dodgers, a new variant to its Jammie Dodgers line. The ads, by VCCP, use the strapline 'Get stuck in'. TV ads, the brand's first in four years, feature monkey...
Wembley Ads Focus on Nostalgia
Wembley Stadium is to launch its biggest advertising campaign since reopening in 2007, as it looks to raise its status as a live-entertainment venue. Activity has been timed to coincide with high-profile football matches being hosted at Wembley...
What It's Really like Inside: Style Compare
- How does the team come up with fresh marketing ideas? We simply sit down and put our heads together. It is a combination of looking at what the industry is doing and what we can add to improve upon that. - Describe the marketing team in three...