Marketing

Articles from August 10

Adwatch 10.08.11: Comparethemarket
The consistent evolution of and creative dedication to the meerkat idea is inspiring. Millie Tipple, aged 13, is quite hard to impress. As her dad, I am heartened by this fact. We have clearly raised a discerning and independent-minded child. I...
Andrew Walmsley on Digital: Stores Must Buy into Mobile
Consumers' desire to interact with retailers via the channel is abundantly clear, so they should react. Eight out of the top 10 online retailers in the UK now have mobile websites, according to an exhaustive study carried out on my Android smartphone...
Apple
Thanks to its style, innovation and marketing, the brand has altered the way we use technology. Apple has established itself as a household name in a market where technology is constantly evolving, and consumers eagerly await the next big thing....
Do Brands Need Media Agencies?
Marketers are united on the value of earned media, which has led to a theory that traditional media agencies will die out, writes Craig Smith Apple is in the business of technological disruption. It has reinvented entire categories of consumer...
Editor's Comment: Football Fan Loyalty Has Its Limits
It seems a glamorous job with enviable perks, but the concerns of football club marketers have, it seems, much in common with those bedevilling their counterparts at FMCG, travel, telecoms, automotive and retail brands (see page 14). Our football...
Everything Everywhere
The latest results show the jury is out on the success of the telecoms venture, writes Rachel Barnes. Everything Everywhere is undoubtedly on its way to becoming a branding case study. The big question is whether it will eventually go down in the...
Guinness World Records in Fresh Digital Strategy
Guinness World Records is updating its image with a global campaign aimed at engaging a fresh generation with its renowned publication. The brand is to make its consumer website central to its strategy, and is positioning it as an online world records...
Health Meets Indulgence
A combination of a healthy image and frequent price promotions has helped yoghurt brands boost their volume sales, writes Jane Bainbridge. Yoghurts have fared well in recent years, having gained a 'healthy' reputation and subsequently entering the...
Helen Edwards on Branding: Let Dormant Brands Lie
Fray Bentos may be a tempting prospect, but it will take more than marketing to fix the brand. Let's suppose that you are a highly successful marketer with quite a few miles on the clock. Right now you're idling on a holiday beach, batteries recharged,...
League of Nations
The Premier League season kicks off on Saturday, but marketing England's top clubs is now very much a global game. By Alex Brownsell and Gemma Charles. It was ever thus. In any business, marketing departments grow out of a desire to increase awareness...
Marketing Mole: We'll Call You - Asda
Mole is a vain and frugal creature, so when we heard about trials for Asda's 'Great Bum Jeans', we were excited by the prospect of cheap and flattering threads Asda: Hi, you're through to Asda, (name) speaking, how can I help you? Mktg: I'm calling...
Marketing Mole: Who Does Google Think You Are? - Phil Chapman, Chief Marketing Officer, Kerry Foods
- The first link is to the company information for Kerry Foods in BusinessWeek. - The next is to a Marketing article about Chapman's appointment. - The third result pushes to a feature about the need for marketers to be more daring. - The...
Marketing Promotion: Moving from Transactional to Transformational
Counting the benefits of long-term agency/client relationships: are brand owners missing the point when it comes to evaluating agency credentials? Field marketing has become the latest casualty of financial-control initiatives as brands come under...
Opinion: The Marketing Society Forum - Do Consumers Want 'Real Women' in Ads Instead of Aspirational Images?
Asda looks likely to tap into the 'real women' trend for its forthcoming 'bottom-shaper' jeans, while L'Oreal has been censured by the ASA for using misleading post-production techniques in ads. MAYBE - LINDSEY CLAY, MANAGING DIRECTOR, THINKBOX...
Orange Strikes Apple Movies Download Deal
Orange is bolstering its rewards scheme through a partnership with Apple, which extends its film offering under the 'More from Orange, for you' brand strategy. Participating customers will be allowed to download one free selected film through iTunes...
Profile: Changing the Recipe at Kraft
Daryl Fielding, vice-president, marketing, at Kraft Foods Europe, is driving a cultural shift at the company. Chocolate has played a central part in Daryl Fielding's life. Having met her husband 'over chocolate', the 25-year agency veteran has now...
Risking Your Career
Career insecurity is now an expected hazard for senior marketing staff, writes Gordon Carson. Taking a senior marketing job can be a gamble at the best of times, and success can depend to a great extent on several factors outside a candidate's control....
Technological Revolution
Advances such as augmented reality and 3D are radically changing how experiential marketers go about their craft, but they must be used in a meaningful and creative way, writes Kim Benjamin In March, people passing through London's Victoria railway...
The Week in Marketing
- O2's rugby support O2 has launched a 'Get up for England' campaign, offering up to 50,000 free breakfast packs to UK customers planning to watch next month's Rugby World Cup, taking place in New Zealand. With all games to be broadcast live, early...
The World at Their Feet
All eyes are on the bumper field marketing opportunities on offer during 2012, writes Kim Benjamin. Sporting events have traditionally been ideal vehicles for field marketing activities and next summer will offer a particularly high concentration...
Toyota Targets Young Drivers in Pounds 7.5m Push
Japanese manufacturer in initial six-week TV, digital and direct marketing drive. Toyota is aiming to attract a fresh generation of car-buyers with a pounds 7.5m pan-European ad campaign for the latest version of its bestselling 'B' segment Yaris...
What It's Really like Inside: Brand Manager of the Week - Tess Tucker, Head of Digital Marketing, Just-Eat.Co.UK
- What would you be if you weren't a brand manager? I'd love to be a travel writer. Unfortunately I don't quite have the required writing skills. - What advice would you give someone starting their marketing career today? Keep up to date with...
What It's Really like Inside: Intel
- How does the team come up with fresh marketing ideas? Brainstorming, done informally over coffee or in team and agency sessions. - Is there a dress code? No, it's pretty casual. - Describe the marketing team in three words. Feisty,...