Marketing

Articles from July 18

Adwatch
Marketing's unique weekly analysis of advertisement recall in association with TNS. Red Bull Not one of the brand's best, but it does at least reinforce a consistent proposition Russ Lidstone, Chief executive, Euro RSCG London If I recall...
Brand Barometer
The detoxification of the McDonald's brand is a well-known case study and this year the fast-food company's 'McMakeover' was recognised with The Marketing Society Grand Prix. The 'Social brand tracker', however, shows that its tie-up with the Olympics...
Brand Manager of the Week: Luke Dawson, Head of Marketing and Communications EMEA, Herman Miller
- Describe yourself in three words. Commercial, creative and diligent. - What would you be if you weren't a brand manager? Running my own business. - What advice would you give someone starting their marketing career? Never stop listening...
Caught in the Middle
The instinct of troubled brands such as Barclays might be to keep a low profile, but eventually marketers need to enter the fray. When Barclays last week opted to pull all its advertising in the wake of the Libor rate-fixing scandal, it became the...
Coffee
Rising commodity prices and retail innovation have buoyed the sector, writes Jane Bainbridge. KEY TRENDS - Commodity prices These have been on the rise, causing problems for manufacturers, especially those in the more price-sensitive instant...
Guru
Global advertising campaigns may be popular with finance directors seeking to save money, writes Will Harris, but they fall flat at the point of broadcast. Q: Our brand operates in EMEA, Latin America and the US. The chief marketing officer wants...
Julian Graves
A competitive marketplace has forced the health-food chain into administration, writes Kim Benjamin. Obesity levels and the importance of healthy eating is rarely out of the headlines, particularly in the run-up to London 2012. The message, however,...
Marketing Promotion: Welcome to the Real World
We live in exciting times, during a digital revolution to rival any of the great advances of previous eras. But as many likes as your Facebook page attracts or emails you send, it's important to remember the real world, where we all live. Who'd...
Mitchell on Marketing: Does Creativity Sell Brands?
It's 2007. Google's unprecedented success in attracting advertising budgets is clearly rattling Maurice Saatchi, an executive director of M&C Saatchi. Writing in the Financial Times, he has the enemy firmly in his sights when he expresses the growing...
Music to Their Ears
A shake-up of the calendar will make it easier for marketers to pick the right festival. Jason Donovan tweeted his disappointment last week when news broke that his long-awaited reunion with Kylie Minogue, at The Hit Factory Live show in Hyde Park,...
Opinion
Disapproval of brands providing credit-based services to blue-collar customers fails to acknowledge their right to choose them. Imagine this. Onto Britain's drab high streets you have introduced a thriving retail format, growing fast and clearly...
Profile Builder: Who Google Thinks You Are ... Christian Woolfenden, Global Marketing Director, Paddy Power
- All four results link to stories about Woolfenden's appointment at Paddy Power, on trade press websites and The Independent newspaper's site. Verdict: All of the links push to popular and influential websites However, this profile is very much...
RBS Poised to Extend 6 Nations Sponsorship
Part-nationalised banking group beats HSBC to four-year, pounds 44m rugby deal. RBS has agreed to a 70% increase in its 6 Nations rugby sponsorship deal, as it looks to have beaten rival HSBC to retain the title sponsorship of the annual tournament....
Shift
Andy Murray's emotional defeat at Wimbledon sends the message to brands that wearing your heart on your sleeve is more important than winning at all costs, writes Nicola Clark. As the first Wimbledon singles final in 74 years to have featured a...
Special Report: Direct Marketing - Brothers in Arms: Direct and Digital
The direct mailer remains a powerful marketing tool, but it has had to reinvent itself by integrating and working in tandem with digital channels to continue to reap rewards, writes David Benady. Not so long ago, direct mail was the most powerful...
Tech
Media heavyweights the BBC and Sky operate 'closed' models online, but there is a strong argument that they, and other brands, would benefit from a touch more openness, writes George Nimeh. I've been travelling outside the UK quite a lot recently,...
Tesco Shelves Launch Ads for Online Marketplace
Tesco is understood to have postponed the consumer launch campaign for its online marketplace after failing to attract enough big-name third-party retailers. Tesco Marketplace soft-launched in April, with electronics retailer Maplin and garden plants...
The Marketing Interview: Bruce McColl Mars
Mars' chief marketer, in Cannes to receive the Advertiser of the Year award, says creativity will always be at the core of Mars' strategy. On a hot afternoon in Cannes, a gangly Australian strides down La Croisette, lugging a photographer's suitcase...
The Marketing Society Forum: Can Brands Targeting Those Not Interested in Sport Cut Through?
MasterCard is running a non-sports-related campaign as Olympic fever reaches its zenith. YES - ANDREW MCGUINNESS, FOUNDING PARTNER, BEATTIE MCGUINNESS BUNGAY Jean-Marie Dru described it as 'disruption'; for Sir John Hegarty, it's a black sheep....
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. - BMW 'unlikely' to sponsor Rio BMW has admitted its first multi-million-pound foray into top-tier sponsorship of the Olympics is 'unlikely' to be...
Toblerone
The triangular-shaped Swiss chocolate may be more than 100 years old, but it is a mainstay of duty-free shops. The distinctive triangular-shaped Toblerone is a symbol of Switzerland and, oddly, airport duty-free shops. Its unusual shape is often...
We'll Call You: Gocompare.Com
Moles are peaceful types, so we were quietly pleased when we heard Gio Compario may be silenced. But did the bazooka-toting Sue Barker have to try to kill him? Gocompare: Good morning GoCompare, (name) speaking. Mktg: Hi, I'm calling about your...