Marketing

Articles from August 3

Adwatch 03.08.11: Lynx
Unilever's male-grooming range still raises a smile with play on attraction theme. No wonder this ad got the top spot this week. When I looked it up on YouTube, I must have found the naughtier version of this 30-second, safer variety. There's no...
Andrew Walmsley on Digital: Facebook Dominates, but (...)
The social network reigns supreme, but brands should not overlook its up-and-coming competitors As the chief executive of a global media brand put it to me the other day: 'Facebook is the new web.' He's not alone in thinking this; both in the UK and...
Andrex Lines Up Push as Mascot Puppy Turns 40
Kimberly-Clark plots double anniversary campaign for ad character and brand. Kimberly-Clark is planning a major promotional push for its Andrex toilet tissue brand in 2012 to mark the 40th anniversary of the Andrex Labrador puppy brand icon and...
Bang & Olufsen
The Danish audio and TV brand has made its name as a producer of high-quality design classics. The founding vision of Danish engineer Peter Bang and businessman Svend Olufsen was to possess the 'courage to constantly question the ordinary in search...
Betfair Appoints Sports Stars in Activity Revamp
Betfair, the online betting exchange, is radically overhauling its sport sponsorship activities by introducing four brand ambassadors and ending its relationship with FC Barcelona after two years. The brand has signed up former England cricketer...
B&q
In a tough year, the DIY chain aims to benefit from the demise of rival Focus, writes Rachel Barnes. The recession hits, the housing market crashes, and what do people do? If reports are to be believed, we all stay home to redecorate and fix up...
Brand Manager of the Week: Martin Hall, Marketing Director, Cherrygood
- Describe yourself in three words. Relaxed but focused. - How would you define marketing? Selling. - What would you be if you weren't a marketer? Professional big-game fisherman. - What advice would you give someone starting their...
Deezer Ready to Take on Spotify with UK Launch
Deezer, the Orange-backed digital music service based in Paris, plans to launch the brand in the UK in the coming weeks, in a direct challenge to Spotify. Deezer offers a streaming service on a 'freemium' ad model, with the option to pay for premium...
Editor's Comment: Deep Thought to Match Big Ideas
A marketing director settles into his new chair. We all know what that means, don't we? Agencies are reviewed, current campaigns dumped. Chris McDonough followed this script when he arrived at Molson Coors in February 2010, sacking Beattie McGuinness...
Forever 21 Targets 100 Stores after UK Debut
Forever 21, the US 'fast-fashion' chain, has kicked off an aggressive expansion programme with the aim of opening 100 UK stores. Larry Meyer, executive vice-president of Forever 21, told Marketing at the launch of the brand's flagship Oxford Street...
Health Clubs Beat the Drop
Health and fitness clubs have been hit by the recession, but the sector is still expected to grow by about 10% in the next five years, writes Jane Bainbridge. The gloomy economic climate has led many people to reassess their spending priorities....
Helen Edwards on Branding: A Real Sense of Community
Brands such as Harry Potter that inspire a cohesive 'community' following have things in common. The year is 2016 and that generation has all grown up now. Back in 1997, when it all started, they were just kids, wide-eyed, impressionable, and truculent...
Levi's Goes Global
Levi's is launching the first global marketing campaign in its 138-year history. Nicola Clark talks to the fashion brand's chief marketing officer, Becca Van Dyck, about how the brand is using Facebook as the launch platform for the activity, while...
London 2012: Still Open for Brands
With less than a year until the Games, there are still ways for marketers to associate their brand with the excitement, write Rachel Barnes and John Reynolds. The brands at London 2012 51 weeks to go The news that LOCOG is closing in on its pounds...
Marketing Mole: We'll Call You - Superdrug
Mole is a secret fan of BAFTA-winning ITV2 'reality' show The Only Way is Essex, so when we read that Superdrug had a tie-in beauty range, we were thrilled. Mktg Hi, I've heard about this The Only Way is Essex beauty range you are doing. Superdrug...
Marketing Mole: Who Does Google Think You Are? - Simon Morris, Chief Marketing Officer, LoveFilm
- The first link pushes to the corporate blog on LoveFilm's own site. - The second and third results are film reviews by Morris, also on the LoveFilm site. - The fourth link is to a video interview with Morris on the BBC News site. - The fifth...
Opinion: The Marketing Society Forum - Can Short-Term Sponsorship Deals Ever Be Made to Work Effectively?
Following the club's relegation from the Premier League, Birmingham City FC has been unable to find a shirt sponsor and will start the new season offering the space on a game-by-game basis. MAYBE - SAJ ARSHAD, GROUP MARKETING DIRECTOR, VODAFONE...
Profile: A Roadmap for Growth
Chris McDonough, marketing director at Molson Coors, has shaken up the approach to marketing at the UK's top brewer. There's a new broom sweeping through the corridors at Molson Coors, one that goes by the name of Chris McDonough. The marketing...
Search Turns Social
The recent launch of Google+ and the alliance of Bing and Facebook means that it is increasingly important for marketers to work out how social and search work together, writes Nicola Clark. Marketing directors who are wary of the pitfalls of failing...
The Week in Marketing
- Mini goes to the moon Mini is celebrating the 10th birthday of its 'new look' model with online activity that encourages owners of the car to input their mileage. The campaign, called 'Mini lunatics', is attempting to rack up enough mileage from...
Top 10 Marketing U-Turns
Ryanair beware: the pitfalls of repositioning have befallen many big brands, writes Gordon Carson. Do you have other suggestions? Let us know on marketingmagazine.co.uk Michael O'Leary has been known to produce as much hot air as the jet engines...
What It's Really like Inside: Woodland Trust
- How does the team come up with fresh marketing ideas? We try to understand what woods and trees mean to our target audience and use this as a catalyst for cake-fuelled brainstorming. - What are the perks? Contributory pension, free tea and...