Marketing

Articles from July 6

Adwatch 06.07.11: Evian
Bottled-water brand at last makes 'Live young' positioning clearly relevant to adults. Times are tough for bottled-water brands, especially with pressure growing daily regarding their environmental credentials. The response to this is polarised:...
Andrew Walmsley on Digital: Growing into a Private Life
Those who think teenagers will never care about protecting their data on social media are mistaken. It's a widely accepted truth that younger people are more willing to share personal information on social media than older people. The assumption...
BlackBerry
A lack of user-savvy innovation has left the brand fighting to maintain share, writes Rachel Barnes. Just a few years ago, no big-shot executive would have been seen dead without their BlackBerry. While the brand still commands a corporate following,...
BP 2012 Ad Drive: 'We Are Trying to Be Humble'
The brands at London 2012 - 54 weeks to go. BP has unveiled a low-key marketing strategy as it looks to rebuild consumer trust after last year's Gulf of Mexico oil disaster. The energy company has launched its first TV campaign since the crisis...
Brand Manager of the Week: Dearbhla MacFadden, Brand Manager, JML Group
- Describe yourself in three words. Ambitious, enthusiastic, optimistic. - What would you be if you weren't a brand manager? I would own a cupcake shop. Sadly, I am not a domestic goddess so I would hire a fantastic baker so I could drink...
Cannes Lions 2011 Festival: The Brands at Cannes
The Cannes Lions International Festival of Creativity pushed the boat out to lure brands this year. Noelle McElhatton investigates whether the move was a success. Cometh Cannes, cometh the brands, or so the hype around this year's Cannes Lions International...
Google+ Challenged to Achieve Scale by Brands
Google's long-awaited social networking service, Google+, will have to achieve scale before marketing spend is diverted to it, marketers warned this week. While Google+, which has similar features to Facebook, is currently invitation-only, marketers...
Guggenheim
Just 52 years after the first Guggenheim museum opened, the foundation is now world-renowned. Solomon R Guggenheim began a philanthropic mission at the start of the 20th century to bring art to the masses, aiming to promote the understanding and...
Helen Edwards on Branding: Friendly Fire
Emirates risks disturbing consumers with a strapline that hints at behind-the-scenes problems. Confidence is enormously seductive, in people and in brands, precisely because it is so hard to manufacture. It is a quality that necessarily runs deep,...
How to 'Rent' an Olympic Athlete
As excitement about the London 2012 Olympics builds, brands must decide whether athlete sponsorship is an effective strategy. The brands at London 2012 - 54 weeks to go For someone who was bullied at school and describes herself as having 'wet...
Marketing Mole: We'll Call You - Britvic
Mole's mischievous little sister is dying to try Britvic's Turbo Tango foam drink. We wanted to be certain we wouldn't be setting ourselves up for messy mayhem. Britvic Hello, Britvic customer care, (name) speaking, how can I help? Mktg Hi, I'm...
Marketing Mole: Who Does Google Think You Are? - Anna Crona, Marketing Director, IKEA UK and Ireland
- The first link is to Crona's LinkedIn page. - The next link is to a PDF of IKEA's press pack. - The third link is to Crona's profile on Brandrepublic.com. - The next link is to Mad.co.uk about Crona's appointment. - The final link is...
Morrisons and Disney in 'Golden Ticket' Giveaway
Supermarket to give away character trading-card packs with every pounds 30 spend. Morrisons has signed up 140 brands for its biggest promotion to date, a 'golden ticket'-based prize giveaway that will be the focus of its primary summer campaign....
Opinion: The Marketing Society Forum
Do the latest retail failures signal the terminal decline of the high street? - Last week retailers Habitat, HomeForm, TJ Hughes and Jane Norman entered administration, while big names including Thorntons and Carpetright announced nationwide store...
Profile: At the Heart of the Action
Simon Morris, chief marketing officer of LoveFilm, believes the story of its expansion has many more reels to run. Interview by Sarah Shearman. Reflecting on the reasons for the rapid growth that his film-rental business has enjoyed over the past...
Radio on Pause for Digital Switch
With radio now a multi-platform media, brands are realising the potential, but there is still confusion as the government waits to make the digital switchover, writes Mark Sutherland. Digital radio presents a major opportunity to brands as smartphone...
The Week in Marketing
- Lynx plays games Lynx has launched two interactive games featuring glamour model Lucy Pinder. The Pindering game allows players to take control of the model in an array of situations, while in Ctrl X she removes articles of clothing. The games...
Value Proves Hard to Find
Household-paper brands are holding firm against own-label, but heavy discounting is an issue when it co mes to value growth, writes Jane Bainbridge. Toilet tissue, kitchen towels and facial tissues are generally needs-driven products, which means...
What's It Really like Inside: Twinings
- How does the team come up with fresh marketing ideas? We spend lots of time talking to our consumers. We also like to look outside and identify trends across the UK and internationally. There is also a big appetite for attending brainstorming...
Working-Class Heroes
A study into the attitudes of this consumer group has produced findings that m ay prove critical to brands, writes Gemma Charles. Leading left-wing commentators, voluntary sector chiefs and Labour MPs past and present came together last week for...