Marketing

Articles from December 7

A Brand New Ball Game
Technology is offering an array of opportunities for marketing at sports events. Next time you visit a packed football or rugby ground, take a look around and see if you can spot the fan eating a hot pasty, programme in hand, while listening to...
Adwatch 07.12.11: John Lewis
The department-store chain has proved that 'sweet' really works with emotive ad. Mark Hurst, Creative director, MWO We've all heard about the John Lewis ad. The little boy who gives a little back. A compelling story from a company where employees...
Andrew Walmsley on Digital: Don't Expect a Peaceful 2012
The pace of change is relentless as digital transforms consumers' lives, and not always for the better. This hasn't been the year when things slowed down. There has been no shortage of novel stuff to talk about in 2011, and established themes to...
Andrex Poised for Pounds 3m Relaunch of Wipes Brand
Kimberly-Clark targets younger women in C4 drive as it revamps Fresh range. Kimberly-Clark has signed an exclusive advertising deal with Channel 4 for a pounds 3m overhaul of Andrex's moist-tissue wipes, which have been rebranded Andrex Washlets....
Bhs
The 'weak link' of Sir Philip Green's group has suffered a sharp sales decline, writes Matt Chapman. Tales of family-owned businesses struggling to pay the rent are common in the modern hostile retail environment. In this instance, however, the...
Brand Manager of the Week: Catherine Meardon, European Brand Manager, Midori
- What advice would you give someone starting their marketing career today? Don't be scared to try new things, and push yourself. - What attracted you to your current job? It gave me the opportunity to work closely with other markets across...
Brands Navigate the Euro Maze
As the Eurozone debt crisis rages, ordinary people are starting to feel as if they have been cut adrift, which presents UK marketers with their biggest challenge in years, writes Alan Mitchell. Thomas Cook couldn't be a better sign of the times:...
Editor's Comment: Brace for Eurozone Brand Impact
Are UK brands ready for a threatened eurozone implosion? If your portfolio is exposed to the volatility of the so-called 'basket-case' economies of Europe, you are probably drawing up contingency plans, preparing for the worst. Small wonder. For...
Helen Edwards on Branding: Blurred Visionaries
Too many marketers are hiding behind grand statements that actually mean little to consumers. These are the MKJs (marketing knee-jerk statements) that I hear at pretty much every workshop and brainstorm that I moderate. They are harmless in their...
Illy
The high-end brand is long-established at the forefront of good taste, in both coffee and art. In the multi-million-pound coffee business, illy has been pioneering coffee-making for more than 75 years. Growing its connections with art and design,...
L'Oreal Unveils Pounds 20m Online CRM Campaign
L'Oreal has launched its first CRM programme, as it looks to forge stronger relationships with consumers by offering them exclusive rewards. The L'Oreal Insider scheme encourages consumers to open an online account for access to offers of free samples,...
Marketing Mole: We'll Call You - Thomas Cook
Mole was bamboozled by conflicting messages in ads that appeared to all be coming from Thomas Cook. Only a call to the helpline could help solve the riddle. Marketing is on hold for nearly 15 minutes, before getting through to customer services....
Marketing Mole: Who Does Google Think You Are? - Lee Rolston, Outgoing Marketing Director, Muller Dairy UK
- The first result is Rolston's LinkedIn page. - The second link is to a story about his appointment, while the third is to a piece about Muller's new brand identity on the same site. - The fourth link is to a video interview with Rolston, also...
Opinion: The Marketing Society Forum - Is It Irresponsible to Play Up Pester Power in the Current Economic Climate?
Littlewoods' Christmas TV ad has caused much disquiet in some quarters, with its implication that mums should over-stretch themselves in a time of austerity to satisfy the demands of their children. YES - Alison Brolls, Global head of marketing...
Profile: The Business of Breakfast
Patrick Kalotis, group marketing director, PepsiCo, is serious about his healthy brands portfolio. Whether it is down to his Hellenic heritage, or a love of the products he works on, it's clear from the start of Marketing's interview with Patrick...
Take Risks, or Don't Compete at All
Delegates who gathered at The Marketing Society's annual conference were left in no doubt whatsoever about the competition UK brands face from a wave of emerging markets. Britain boasts some of the best brands in the world, but unless the brand...
The Sweet Smell of Success
Fragrances have bucked the trend during the economic downturn with healthy sales, which peak during the season of giving, writes Jane Bainbridge. With Christmas approaching, and present-buying on people's minds, it is likely that fragrances will...
The Week in Marketing
- St Lucia promotion St Lucia Distillers, maker of Chairman's Reserve rum, has launched a promotion in partnership with Sainsbury's, British Airways and Rendezvous Hotels. As part of the activity, running this month, consumers will be invited to...
What It's Really like Inside: Freeview
- How does the team come up with fresh marketing ideas? We take our inspiration from everything in the mainstream. We keep up with what's big in TV, be it the latest technology that's hitting the market, social-media trends or how people like to...
Xbox Kinect Joins Sky in Placement-Deal First
Xbox is investing in a product placement that involves its voiceand motion-sensitive controller Kinect being featured as part of the content for the first time. The placement is part of Xbox's ongoing six-figure broadcast sponsorship and product-placement...