Marketing

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....

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....

- 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...

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...

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...

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...

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'...

- 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...

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...

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...

- 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,...

- 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...