Marketing

Articles from March 2

Adwatch 02.03.11: Bisto
The gravy brand has always made emotive ads, and 'The promise' is another winner. 'I, Keith Jones. Father of two. Do solemnly promise. To spend more quality time. Together with my family. Chatting about the stuff of life. Doing what families do....
Alan Titchmarsh ... Your Brand Goes Here
From MasterChef cookware to X Factor perfume, brands are jumping on the TV licensing bandwagon, but brand equity needs to be protected at all costs, writes Andy Fry. Jean-Philippe Randisi, executive vice-president and director of consumer products...
All Shook Up
The bottled-sauces market is in flux as brands encroach into each other's territory and innovate to keep up with Britons' changing tastes. You would be hard-pressed to find a kitchen cupboard in the UK that did not contain some kind of bottled sauce....
Andrew Walmsley on Digital: The Great Value Mashup
Services such as Aislefinder.com and wheretheladies.at add value for both brands and consumers. Before leisure time was invented, the hours between work and sleep were divided in approximately equal proportion between church, childbearing/the pub...
Brand Manager of the Week: Kelly Marcham, Marketing Manager, John Frieda Haircare
- Describe yourself in three words. Energetic, determined, optimist. - How would you define marketing? The art of making your consumer fall in love with your brand so they simply cannot live without it. - What would you be if you weren't...
Brands Cautious of iAd despite Apple Rate-Cut
Tech giant rethinks fee structure in bid to lure custom onto mobile ad platform. Apple is facing a struggle to convince brands of the value of advertising on its iAd format, according to sources spoken to by Marketing. The tech company has slashed...
Editor's Comment: Ford's Translation Problem
It is one of marketing's greatest conundrums. Can you produce a global campaign that's as powerful as anything created in, by and for a local market, or will global work always be more about consistency than creativity? These are questions faced...
Eyeing Up the Opposite Sex
Brands with specific gender appeal face a challenge to broaden their reach, writes John Reynolds. There are some brands that have instant cut-through sex appeal. Not the raunchy kind, but a direct attraction for either men or women. In 2005, for...
Ford Brings Tech to Fore in Global Focus Launch
Ford is to use its first global ad campaign to refocus its marketing strategy on the technological benefits of its models. The integrated campaign, created by WPP's dedicated Ford of Europe team, Blue Hive, promotes its latest Focus model, which...
Gallo Readies Chilled Red Wine for Summer Push
E&J Gallo Winery is launching a red wine designed to be served chilled in a bid to boost summer sales. Gallo claims that Summer Red is the first red variety from a major wine brand intended to be served cold and not at room temperature. Gallo...
Government Targets UK Brands in Quest for Data
Brands baulk at idea of sharing customer information with official bodies. The government is calling on major brands, including Tesco, to allow access to their customers' records as part of its plan to overhaul the next census. Fifteen brands...
Helen Edwards on Branding: Win by Finishing Second
All marketers want their brand to be a consumer's top choice, but runners-up can wield more power. The biggest objection to the proposed AV electoral system appears to be that it will lead to the triumph of 'everyone's second choice'. Welcome to...
Lucozade Targets Social Media Users Via Spotify
Lucozade Energy is partnering music-streaming service Spotify for an on-pack promotion targeting young users of social networks. Based on the message of making 'energy flow', the marketing drive is intended to capitalise on the 'social capabilities'...
Marketing Mole: We'll Call You - Greggs
All right-thinking mammals enjoy a pastry; Mole has a particular love of pasties. But now that Greggs can no longer call its pasties Cornish, what else will it change? Greggs: Good morning, Greggs customer care, how can I help? Mktg: Hi, I've...
Marketing Mole: Who Does Google Think You Are? Nick Fell, Group Marketing Director, SABMiller
- The first link is to the management page of the SABMiller website. - The second and third results lead to a video of Fell on the same site. - The fourth and fifth links are to a profile piece on the Marketing website. Verdict: These results...
Ok!
All celebrity magazines are losing readers, but none more so than OK!, writes Rachel Barnes. When Hello! publisher Charlotte Stockting said last week that it was 'wonderful to see OK! doing so badly for once', there was more than a touch of gloating...
Profile: A Talent for Marketing
Mark Hardy oversees marketing for one of the entertainment industry's biggest successes - Simon Cowell's Syco Music. Interview by Ed Owen. Mark Hardy gives the impression that perfection is achievable, and possibly by him. 'When you work in the...
Small Team, Global Remit
Is the fashion for smaller, 'global' marketing teams simply a ruse to enable cuts, asks Suzy Bashford. When the word 'restructuring' is used in a business context, it is often a euphemism for job cuts. So news that Burger King and Premier Foods...
Superbrands
Heritage trounced technology in the latest Consumer Superbrands rankings, while engineering, web and personal-electronics brands dominated in the 2011 Business table, writes Nicola Clark. Mercedes-Benz cars and Rolex watches, one might think, have...
The Big Census Question
This year's survey may be the last, but should marketers be worried, asks Gemma Charles. People in the 26m households across England and Wales will soon give the government a glimpse into their lives, as the census makes its once-a-decade appearance....
The Marketing Society Forum
- Is it wise to resume a well-received brand campaign after a long pause? Coca-Cola has revived the 'Impossible made possible' message, introduced in 2009, for its latest Coke Zero ad, following similar thematic returns by brands such as Hovis,...
The Week in Marketing
- EasyJet hols launch EasyJet has launched a holiday-package booking service that is initially available exclusively via Teletext. EasyJet Holidays is a joint venture between the no-frills airline and online agent Lowcosttravelgroup.com Customers...
What It's Really like Inside: Feelunique.Com
- How does the team come up with fresh marketing ideas? It's a collaborative office so we're all constantly voicing ideas and bouncing them off each other. It has always been important for everyone's ideas to be heard, including those from other...