Marketing

Articles from February 18

Amanda Andrews on Media: Hope Springs Eternal
It's time to stop wallowing in the media gloom. There are brighter signs, if you know where to look. The media sector is in freefall, ad market recovery is far off and we should all go home and put our feet up until the storm dies down. This,...
Andrew Walmsley on Digital: Unredeeming Features
Overuse of online discount vouchers to give sales a lift can cause lasting damage to brand equity. Consumers have always wanted a good deal from retailers. However, there's probably no better indicator of the current 'value-for-money' focus of the...
Boots in 'Grey Market' Spat with Paul Mitchell
Boots has entered into a row with Paul Mitchell by refusing to remove the luxury haircare brand's products from its shelves, despite claims by UK distributor Salon Success that it has been illegally supplied. Salon Success only sells Paul Mitchell...
Brand Health Check: Absolute Radio
The fledgling station was dealt a harsh blow by its first Rajar figures. Can it recover, asks Jeremy Lee. When Clive Dickens, chief operating officer of Absolute Radio, saw the station's debut Rajar figures, it is unlikely that he was moved to say...
Brand Termination: Knowing When to Swing the Axe
Many ailing brands can expect to breathe their last in a recession, but how does a marketing department know when it's time to give up all hope? Nicola Clark reports. It's an oft-repeated truism that half of art is knowing when to stop The same...
Careers: Brand Manager of the Week - Tim Foster, Marketing Manager, E-Cloth
Describe yourself in three words Never say can't. What would you be if you weren't a brand manager? A not very good footballer. What advice would you give someone starting their marketing career today? Get into your chosen industry as soon as...
Careers: What It's Really like Inside - Butlins
- Butlins has recently announced a cinema drive to promote its sponsorship of Odeon's Kids Club - how does the team come up with marketing ideas? The team is full of ideas people and we have lots of brainstorms and creative days. - What is the...
Editor's Comment: The Case for Going Global
The decision to ditch a brand is an option that will become much more prevalent over the coming months. They are an easy target. Why have 22 local brands, when you can have a one-brand-fits-all-countries policy? Does the argument that local brands...
Helpline
Joe Thomas takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. STICK IT TO THEM Q: We would like to give out some useful gifts to our clients. Could you recommend a supplier that caters...
Marketing Mole: We'll Call You - the Met Office
February's gloom has got us down, so, having heard that the Met Office is trialling a scheme to cure the winter blues, we rang to see whether it could help us. Met Office Good morning, weather desk, (name) speaking. How may I help? Mktg Hi, a...
Marketing Mole: Who Does Google Think You Are? - Andrew Cosslett, Chief Executive, InterContinental Hotels Group
- The first result links to a profile of Cosslett in The Independent from March 2006. - The second listing links to a hospitality site called Caterersearch which ranks InterContinental Hotels. - The third reference points to a summary of Cosslett's...
Marketing Special Report: Bringing Brands to Life
In tough times, the level of trust in brands that can be engendered by experiential marketing could see the medium come into its own, writes Becky Wilkerson. From home-made flying contraptions to intimate gigs inside a camper van, experiential marketing...
Marketing Special Report: Building Relationships That Last
If long-term sales are the objective of an experiential marketing initiative, it is vital to cultivate follow-up activity that keeps consumers engaged with the brand, writes Becky Wilkerson. So a brand has just planned and executed a winning experiential...
Mark Ritson on Branding: Why Retailers Call the Shots
Even the biggest brands are at a marketing disadvantage without a direct route to consumers. The news that Microsoft has hired a senior Wal-Mart executive to spearhead a move into retail will not come as much of a shock. These days retailers run...
Media Analysis: Strength in Numbers
Magazine publishers are suffering, but remain bullish about maintaining ad rates. The latest set of ABC results has done little to calm the nerves of the publishing industry. Traditional men's magazines continue to slide, while the women's weekly...
Mobile Brands Courted for Anti-Obesity Drive
Text messaging has emerged as the latest weapon in the fight against obesity, with Orange among several mobile phone brands in talks to sign up to the anti-obesity Business4Life coalition. The Advertising Association, which co-ordinates the coalition...
News Analysis: All for One or One for All?
British tourism is struggling to find a strategy that fits the nation and its regions. National identity is, politically speaking, a thorny issue. Since power was devolved to Wales, Scotland and Northern Ireland, the question of what role the UK...
News Analysis: Common Complaints
The web makes it easy to raise objections, so brands must be ready to respond. Has complaining to industry watchdogs become Britain's favourite pastime? The 'grin and bear it' principle of old certainly appears to have been replaced by a greater...
Opinion: The Marketing Society Forum - Will Placing Alcohol Units on Glassware Make People Drink Less?
In an industry first, Guinness is to display alcohol unit information on 500,000 of its glasses. Can such an initiative have a tangible effect on the way that people consume their alcohol? MAYBE - PHILIP ALMOND, MARKETING DIRECTOR, DIAGEO GB ...
Profile: Rallying to a Good Cause
Cathy Ferrier, fundraising and supporter marketing director at Oxfam, has put some fire into the charity's brand. Interview by Becky Wilkerson. In many ways, Cathy Ferrier is everything the traditional image of Oxfam is not: petite, young-at-heart,...
Recall: Adwatch 18.02.09 - PG Tips
The success of the tea brand's ads stems from their coherent and consistent evolution. Blimey! January looked liked the mother of all retail battles. That's one scrap you don't want to be in the middle of. Nevertheless, we so need them all to succeed....
Sector Insight: Meat-Free Foods - Enjoying a Healthy Appeal
Initially aimed at vegetarians, then picked up on by health-conscious omnivores, meat-free lines are now in the mainstream. The number of people in the UK who claim to be vegetarian has held steady over the past few years - about 3m (6% of adults)...
The Week in Marketing
- Domino's halal hit. Domino's has defended its decision to launch a halal-only outlet following complaints from customers objecting to having their choice limited. The branch, which is based in Hall Green, Birmingham, will offer no ham or bacon...