Marketing

Articles from September 30

Adwatch 30.09.09: The Co-Operative
The retailer's latest ad has failed to reflect the traits that give it such a distinct identity. Another ad for the Co-op (it seems to be advertising rather a lot recently). Did it work for me? To answer that question I'll have to tell you about...
Amanda Andrews on Media: BBC Treads on Rival's Toes
The BBC's scheduling of Strictly Come Dancing will increase the pressure on a beleaguered ITV. Glamourous frocks and glitterballs, or the next teen sensations singing for their lives? Choosing between Strictly Come Dancing and The X Factor is not...
AMEX Plots Ad Push to Boost Consumer Appeal
American Express is launching its biggest marketing campaign in more than four years to reposition the brand as being more contemporary and customer-friendly. The campaign, which was created by Ogilvy Advertising and breaks on 5 October, will be...
Andrew Walmsley on Digital: Travel Problems
Consumers buying holidays are visiting more travel websites, reflecting how few meet all their needs. The travel industry has been having a tough time lately, facing pressures both from the economy and green interests. Tighter budgets have taught...
Attack as a Form of Defence
Can a fighter brand really put paid to the challenge of lower-priced rivals, asks Mark Ritson. When Jill Little, merchandise and marketing director at John Lewis, recently announced that the retailer was to introduce a value range, it was widely...
Digital Report: Network Coverage
Ad networks promise to make online budgets go further, but how can marketers get the most out of their relationship with them, asks Victoria Furness. Nothing quite beats a recession for weeding out those areas of the marketing budget that cannot...
Editor's Comment: Time to Act on CO2 Facts
If 2007 was the year that green emerged as the colour that reflected the national agenda, then the past two years have been decidedly black. Yet all the signs suggest that green is coming back with a vengeance and sustainability will be the buzzword...
Eyeing Widespread Appeal
To increase sales further, sweet and savoury spreads brands need to come up with extra eating occasions for their products. Bees are big news. Last year British beekeepers lobbied parliament for funding to research the phenomenon of colony collapse...
Get to Grips with the Carbon Agenda
The recession is not an excuse for brands to shirk green issues The time has come to step up to the challenge and embrace comprehensive carbon-labelling schemes, writes Gemma Charles. With the multitude of environmental pledges, certification schemes...
Helpline
We take the hassle out of finding the right product or service - you ask the question, we'll provide the answer. ON THE ROAD AGAIN Q: We are looking to take our brand on a roadshow and we would like some field marketing/promotional staff to assist...
Intelligent Design
The relaunched Marketing Design Awards will pay testament to the industry's continuing vibrancy. The shortlist for the Marketing Design Awards shows beyond a doubt that the design and branding industry is firing on all cylinders. The awards,...
Marketing Mole: We'll Call You - Harrods
Dixons.co.uk ads advises shoppers to take a look at the latest TVs in Harrods before buying them via its own store online. How would Harrods feel about this? Harrods Good afternoon, customer services, (name) speaking. How may I help you? Mktg Hi,...
Marketing Mole: Who Does Google Think You Are? - Thomas Delabriere, Marketing Director, Innocent Drinks
- The first result is for Delabriere's own up-to-date LinkedIn profile. - The second link is to a Marketing profile piece about Delabriere from May 2009, while the third result is an analysis from Marketing about Innocent. - The fourth reference...
Mark Ritson on Branding: Back to the Year Dot?
The latest round of investment in Twitter is redolent of the period leading up to the dotcom bust. I started as a professor in the late 90s. I was young, inexperienced and terrified of the MBAs I was now paid to teach. So when the dotcom revolution...
Opinion: The Marketing Society Forum - Should Sponsors Be Concerned by Cheating in Sport?
From athletes using performance-enhancing drugs to rugby's 'Bloodgate' and the Renault Formula One team's penalty for deliberately crashing, sport cheats may taint sponsor brands' reputations. YES - ADAM WYLIE, MANAGING PARTNER, 23RED The BBC,...
Profile: Making a World of Difference
Jim Farley, group vice-president of global marketing at Ford, is shaking up the brand's global strategic approach. Interview by Alex Brownsell. A relentless travel schedule has left Jim Farley, group vice-president of global marketing at Ford Motor...
Radio Industry Creates Digital Switchover Body
In a fresh push to meet the 2015 analogue radio switch-off target date set in the government's Digital Britain report, the radio industry has united to form a consumer-facing brand. Digital Radio UK will represent the interests of the BBC, commercial...
Royal Mail
Strikes have undermined the postal service's attempts to get SMEs back onside. Following last year's savaging of British Airways, Royal Mail is the latest British institution to come under the cosh. Since 2007, the service has been crippled by...
Teasing out a Response
Unbranded campaigns may grab consumer attention, but they are not risk-free. The government's obsession with quangos may seem boundless, but a campaign from the 'British Biscuit Advisory Board', claiming that an estimated 25m people in Britain have...
The Week in Marketing
- Jeeves in the pink Ask Jeeves is partnering Breast Cancer Care to raise money for Breast Cancer Awareness Month in October. Jeeves the Butler, the search engine's brand icon, will don pink outfits to publicise the partnership Ask Jeeves will offer...
Waitrose and Boots Eye Mutual Benefits of Tie
A retail tie-up will lend weight to Waitrose's convenience format. As part of Waitrose's expansion plans, predicated on the roll-out of a convenience store format, the retailer is also to enter a commercial partnership with Boots. Under the deal,...
What It's Really like Inside - Southern Comfort
- Describe the marketing team in three words. Cheeky, energetic, seamless. - What are the perks of the job? Every so often we get to visit the homeplace of the brand, New Orleans The spirits industry is also very sociable. - How do you...