Marketing

Articles from June 17

Adwatch 17.06.09: Tesco
The latest ad is out of tune with the recessionary times and goes down like a lead balloon. They say the value of the pound has plummeted. Not if this lot of ads is anything to go by. Six of the top 10 are for supermarkets, and all of them tell...
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Andrew Walmsley on Digital: Politicians in Glass Houses
Newspapers have pushed for greater political transparency, but the web will make it happen. As our MPs suffered the indignity of their outgoings being revealed day by day over the last few weeks, The Daily Telegraph showed us that newspapers are...
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Back to Basics
Companies are ditching brand extensions to refocus on their core business, writes Gemma Charles. Over the past few years, many brands have sought to grow their audience by investing in development outside their core business. Most favoured the premium...
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Brand Manager of the Week: Chris Carter, Brand Manager, Andrex
- Describe yourself in three words Ready for anything. - How would you define marketing? The art of selling more stuff, to more people, for more money, more of the time. - What would you be if you weren't a brand manager? House renovator....
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Customer Publishing Leagues
This year's league table reveals a solid performance from the UK's top customer publishers, which are benefiting from brands' increased focus on customer retention, writes Nicola Clark. While no industry is immune from the economic downturn, the...
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Demanding Times
Could Channel 4 solve the riddle of how to make money from free online video? Channel 4 is about to become the first UK broadcaster to make all of its archived programming available, free of charge, via its website. From next month, viewers will...
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Editor's Comment: Recruit for the Future
One of the most worrying trends born of the recession is the fall in graduate recruitment. For those seeking a career in marketing, the situation looks particularly challenging, if the latest recruitment statistics and reports of redundancies in...
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Green Shoots of Recovery
No one saw it coming, so can anyone see it ending? David Benady gets the lowdown from the UK's top marketers on when we can expect the long-awaited recovery to kick in. Making predictions about the direction of the UK economy over the next few years...
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Helpline
Joe Thomas takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. GREEN GIVEAWAYS Q: We are looking to run some sales-promotion activity with branded goods, but we are conscious of the need...
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Marketing Mole: We'll Call You - Marmite
How better to mark The Ashes than by eating English ale-themed Marmite from a cricket-ball shaped jar. But will it leave Mole and the kids with a hangover? Marmite Good morning, you're through to the Marmite line. How can I help? Mktg Hi, a friend...
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Marketing Mole: Who Does Google Think You Are? - Patrick Allen, Executive Director of Marketing, the Co-Operative Group
- The first link is a Wikipedia entry for the British screen actor and voiceover artist who died in 2006. - The next two listings also refer to the actor Patrick Allen: his filmography on the Internet Movie Database and his obituary on The Times...
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Mark Kleinman on Marketing and the City: Alliance Boots' Big Gamble
The chemist's decision to install former HBOS chief Andy Hornby is a potentially risky move. Nobody could accuse Andy Hornby of hiding away from the storm. Less than six months after his unceremonious departure from the wreckage of the banking industry,...
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Mark Ritson on Branding: Small Is Beautiful
Brands across the spectrum could find smaller formats will widen their reach and increase sales. It's a big deal when a new chief executive takes the helm. All eyes, therefore, were on Fabrizio Freda at Reuters Global Luxury Summit in New York last...
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Opinion: The Marketing Society Forum - Is Microsoft's Bing Search Engine a Credible Challenger to Google?
The internet search market has shown few signs of movement in recent years, with the number-one player attracting a huge proportion of the available business. Could this all be about to change? YES - JOHN BERNARD, MARKETING DIRECTOR, AVG Bing...
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P&G Braces for Change as McDonald Takes Over
Is a veteran insider the right man to transform the company? By David Benady. Procter & Gamble's incoming chief executive and president, Robert McDonald, has big shoes to fill when he takes over from AG Lafley on 1 July. Lafley, a much-admired...
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Profile: Flying the Chequered Flag
Bastien Hibon, marketing director for Brawn GP, may be Swiss, but he is keen to emphasise his team's British identity. Interview by Ed Kemp. As the Brawn GP car rolled out onto the starting grid in Melbourne for the opening race of 2009 FIA Formula...
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Reckitt Benckiser Plots Worldwide NPD Contest
Reckitt Benckiser is inviting consumers to create a product as part of a global campaign to drive brand awareness. The activity follows research by the company, which found that as few as 3% of UK consumers recognise the Reckitt Benckiser brand....
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Roles Reversal
After years of expansion, many brands are recruiting fewer graduates. Becky Wilkerson reports. As the class of 2009 look forward to flinging their mortarboards into their after graduating, their joy will be tempered by the lack of job opportunities....
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Taking the Soft Option
Despite price rises over the past few years, volume sales have remained steady, with soft cheeses faring particularly well. By Jane Bainbridge. The humble block of cheese is a shopping-list staple - nine out of 10 adults eat it - but those with...
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The Week in Marketing
- Triathlon coverage Broadcaster Eurosport will film the 2009 Marketing Industry Triathlon, which takes place on Friday 10 July and will feature Olympic kayak gold-medallist Tim Brabants. Sign up for the race at marketingtriathlon.co.uk and follow...
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What It's Really like Inside: Center Parcs
- How do you come up with new marketing ideas? We use traditional research and guest feedback as well as keeping an eye on global leisure and hospitality trends. Marketing ideas are welcome from all over the company. - What is the main marketing...
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Whole Foods Market
Can the upmarket organic-foods specialist pull up its profit nosedive, asks Gemma Charles. If ever there was a bad time to launch a premium-priced, organic food-focused supermarket, then the summer of 2007, just a few months before the US financial...
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