Marketing

Articles from May 9

Brand Barometer
It's interesting to read Yomego's assessment of Audi's social- media performance, particularly in relation to its 'Ugly Duckling' ad. Regular readers will remember that last week the ad was given 9 out of 10 by our Adwatch reviewer, Jamie Maker...
Brand Manager of the Week: Thuy Nguyen, Brand Manager, FrieslandCampina (Yazoo)
- Describe yourself in three words. Enthusiastic, loyal and happy. - What would you be if you weren't a brand manager? A photographer for National Geographic, or I'd work in consumer research. - What advice would you give someone starting...
Cloud-Based Communication
In a social-media world of instant communication, brands are exploring cloud technology to better connect with consumers, but does it spell the end for traditional contact centres, asks Rob McLuhan. Picture this: an ongoing customer query or complaint...
Digital Transformation, the Nike Way
To mark the publication of their book Velocity, Nicola Clark talks to Nike's Stefan Olander and AKQA founder Ajaz Ahmed about how marketers can drive the innovation agenda in the digital age. Stefan Olander, vice-president of digital sport at Nike,...
Energy Boost
Buoyed by innovation, the energy-drinks market is growing rapidly. The energy-drinks sector has recorded a period of sustained growth, with brands pumping out one innovation after another to its youthful target market. It is a trend that shows...
Guru
Life for marketers in the UK tobacco sector isn't easy these days, so it might be a good time to leave the country ... or find another unpopular industry in which to work, writes Will Harris. Q: I'm a marketer at a cigarette brand. My MD is tearing...
Hermes
The brand has come a long way from its roots as a saddlery to become a byword for luxury and craftsmanship. French high-fashion house Hermes started life in the 19th century as a harness workshop established by a family of German protestants in...
Marketing Promotion: Mobile Hands Social Power to Its Users
A Marketing promotion in association with Yomego. Smartphones and social media have a symbiotic relationship, with both feeding off each other. The latest Social Monitor finds out which brands are making the most of the link. This year is predicted...
Marketing Promotion: The Key to Strategic Relationships
In the business of outsourced contact centre activity, the development of 'a strategic relationship' is frequently quoted as the desired goal - by agency and client alike. However, the key question here is whether any of us really understands how...
Marketing Promotion: Why We're Going to MEDIA 360
Thursday 17 and Friday 18 May, 2012 The Hilton at T5 'It's a chance to catch up with old faces and meet a few new ones' Jon O'Donnell, group commercial director, The Independent, i, Independent on Sunday and the London Evening Standard ...
Non-Sponsors Ramp Up 'Olympic' Drives
Subway and FedEx launch sports-themed campaigns ahead of Games 'blackout'. Several non-sponsors of London 2012 are stepping up efforts to run sports-themed ad campaigns ahead of the forthcoming Olympics marketing blackout period. This week, sandwich...
Opinion
The marketing class of the future will learn how Samsung's grasp of technology and consumer desires propelled it to the top. One day, the story of how Samsung eclipsed Nokia as the number one mobile phone brand by handset shipments will be written...
Profile Builder: Who Google Thinks You Are ... Pierre Perron, President, North Western Europe, Sony Mobile
- The first link is to a PR Week interview with Perron. - The next pushes to a Marketing video interview with the Sony Mobile chief. - The third and fourth link to Telecoms.com and feature another interview with Perron and an analysis piece....
Shift
The focus on achieving balance among millennial women shows that brands need to put flexibility centre stage to thrive, writes Nicola Clark. Facebook's chief operating officer, Sheryl Sandberg, recently declared: 'There is work and there is life,...
Soap, Bath and Shower
Viewed as essentials, cleansing products have evaded recessionary cutbacks. MAIN PLAYERS - Matt Burgess, Brand building director - skin, Unilever Burgess is responsible for the marketing strategies for Dove, Vaseline, Radox, Lynx and Dove...
Tech
Twitter is unrivalled in many aspects of social networking, but it must innovate to attract advertising dollars and avoid being taken over, writes Gordon MacMillan. I am a huge fan of Twitter. I should get that out at the start. When it comes...
The Marketing Interview: Paul Polman
He doesn't like the words 'digital' or 'advertising'. So what does propel successful brands, according to the Unilever chief executive? Unilever chief executive Paul Polman does not like advertising. Or, at least, he does not like the word 'advertising'....
The Marketing Society Forum: Can Social-Media Slip-Ups Have a Lasting Effect on a Brand?
Paddy Power has been criticised for retweeting a bet query about a footballer having a heart attack. MAYBE - Jan Gooding, Global marketing director, Aviva The one thing we know about social media is that news travels incredibly fast to huge numbers...
The Olympic Journey
Outdoor advertising is set to play a major role during London 2012, with brands trying to get their message across to millions of Olympic visitors away from the arenas. David Benady explores where and how sponsors can go for gold, and why many advertisers...
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. - BA to broadcast Olympics British Airways has revealed plans to broadcast the London 2012 Games at a dedicated viewing area in the Olympic Park,...
We'll Call You: Everything Everywhere
Mole was excited by news of an Everything Everywhere lobbying campaign for 4G mobile service, and wanted to find out more about trials taking place in Cornwall. Mktg: (Put through to Orange customer service after calling Everything Everywhere.)...
YouView
The on-demand TV business is still tackling launch problems as rivals steal a march. Technical problems, several delayed launches and an entire press and marketing team fired - YouView, the set-top box business led by entrepreneur and The Apprentice...