Marketing

Articles from May 23

Adwatch
Marketing's unique weekly analysis of advertisement recall in association with TNS. Walt Disney World Resorts The 'Magic Kingdom' ad fails to bring any magic of its own Disney is advertising's forgotten love child. Resented, ignored, always...
And Finally: We'll Call You - E.ON
With the recent weather suggesting we now live in a land of perpetual winter, the energy brand's promise to freeze its prices until next year caught Mole's attention Mktg: Hi, I'm planning on moving into a place with friends and I'm looking for...
Brand Barometer
Despite its superior store numbers in the UK, this week's Consumer Voice Index (see below) found that Costa Coffee's share of voice was eclipsed by US behemoth Starbucks. This could reflect the fact that the latter's marketing initiatives, particularly...
Brand Manager of the Week: Malcolm Parkinson, UK Country Manager, Welch's
- Describe yourself in three words. Intelligent, bold and charismatic - How would you define marketing? Working out what the consumer wants, then giving it to them. - What would you be if you weren't a brand manager? Pilot. - What...
Cider
In the declining alcohol market, the growth of cider is a rare piece of good news. MAIN PLAYERS Jacco van der Linden, Marketing director, Heineken Van der Linden moved to the role in February and has responsibility for all Heineken's beer...
Guru
A positive and inclusive approach can take much of the pain and damage out of cost-cutting exercises, writes Mhairi McEwan. Q: Our company has embarked on a fresh round of cost-cutting exercises, and marketing is not exempt. We are working on a...
Jagermeister
Much loved by rock bands and fans, the herbal liqueur's distinctive bottle reflects its North German heritage. The herbal liqueur Jagermeister was created by Curt Mast in Wolfenbuttel, Germany, in 1935. Taking over his father's vinegar production...
Mitchell on Marketing: Brand Managers: Then and Now
The role of the brand manager has changed beyond recognition; today's practitioners are more akin to magazine editors, writes Alan Mitchell. The date is 13 May, 1931. Neil McElroy is writing a memo to his boss, RF Rogan. McElroy has already broken...
NBA's UK Challenge
The National Basketball Association (NBA) is one of the world's biggest and most respected sports organisations. John Reynolds asks whether it can finally build the brand in the UK this year. Last week, the NBA became the first major sports league...
Opinion
The reported impact of Heathrow's passport control queues on businesses in London holds lessons for brand marketers. Some years ago, I worked at a mid-sized agency that had a very good record in pitches. It had claimed the scalps of most of the...
Profile Builder: Who Google Thinks You Are ... Matt Hill, Chief Commercial Officer, Heinz UK
- The first link is to Hill's LinkedIn page. - The second is to a Marketing story about his appointment. - The next pushes to the Marketing Week awards, of which Hill was a judge. - The fourth link is to an analysis piece. Verdict This...
Shift
In the new visual economy, will taking pictures replace ownership of goods as a way for consumers to display status, asks Nicola Clark. I recently had lunch with a man who insisted on 'art-directing' the meal, taking pictures of every plate of food...
Tech
Employing a spare-room strategy will allow you to scale up an innovative process, rather than merely tweaking an existing one, writes John V Willshere. Henry J Heinz once said: 'To do a common thing uncommonly well brings success.' In an age of...
The Changing Face of Music Tie-Ups
The proliferation of digital music has led big brands to shift toward collaborations with music artists across a variety of platforms, writes Sarah Shearman. By 1986, when Sam Cooke's Wonderful World reached number two in the UK singles chart 26...
The Marketing Interview: Philippa Snare
The Microsoft UK chief marketing officer is working to highlight its innovative side while steadying the ship after a major restructure. For someone five months into a new role, with the task of aligning the marketing of some of the world's biggest...
The Marketing Society Forum: Are UK Brands Leading the Charge in Digital Marketing Innovation?
Twitter UK chief Tony Wang has said that British companies are setting the bar for digital campaigns. YES - MARTIN BROOKS, CHIEF EXECUTIVE, WORK CLUB British brands are world-class digital innovators. Here's a few highlights: BBC's world-beating...
Under Armour
The brand invested in its first major European marketing campaign last month, writes Kim Benjamin. Having successfully taken on Nike and Reebok in the US, sports clothing and accessories company Under Armour recently announced ambitious plans to...