Marketing

Articles from August 1

Adwatch
Marketing's unique weekly analysis of advertisement recall in association with tns. Adidas 'Take the stage' has the edge on Nike's similar TV advertising campaigns. Challenge everything; impossible is nothing; just do it; all-in; my time is...
And Finally: We'll Call You - KFC
The chain has launched 'KFC degrees' in business with De Montfort University in Leicester. Ever keen to broaden our minds, Mole wanted to find out more. Mktg: Hello, I'm calling about the new degree courses you are offering How would I go about...
Brand Barometer
As Olympics fever hits the nation, Adidas' has stepped up the pace of its marketing. The sports brand left it late - its rival Nike started its 'Olympics' marketing in January - but its activity is worth the wait. M&C's Richard Alford describes...
Brand Manager of the Week: Cheryl Sheppard - Consumer Marketing Manager, Brothers Drinks Co
- Describe yourself in three words. Fun, outgoing, sociable. - What would you be if you weren't a brand manager? Either a vet or a forensic scientist. I love animals and I have an inquisitive side. - What advice would you give someone starting...
Breaking the Code
In an 'always-on' world, brand marketers simply cannot afford to have zero knowledge of the code that underpins the digital ecosystem, writes Nicola Clark. Coding has long been shown in films to be the preserve of teenage boys, sitting in their...
Britvic
The soft-drinks company has been hit hard by the effects of a packaging design flaw. Back in May, Britvic claimed to have solved many a parent's nightmare with the 'spill proof magicap'. The revamped packaging, for the company's Robinsons Fruit...
Current and Packaged Accounts
Despite negative press, the major banks have maintained their strong position. MAIN PLAYERS Catherine Kehoe, Brands and marketing director, Lloyds Banking Group Kehoe joined Lloyds TSB in 2007 from Yell, where she was marketing director. Her...
Editor's Comment: Welcome - Brands in Firing Line in Empty Seats Row
Sponsor-bashing is fast becoming as much of an Olympic sport as the main events. No sooner did news of empty seats at venues emerge, than the blame was pinned on sponsors. The anger was fuelled when Culture Secretary Jeremy Hunt said on Saturday,...
Global Marketing: The New Age of International TV
The rise of social media and the growing number of affluent consumers in the developing world have dra matically altered the landscape for global television ad campaigns, writes David Benady. Global marketing campaigns were once synonymous with...
Non-Sponsor Brands Rein in London 2012 Adspend
Unilever, Nestle and MasterCard among those 'sitting out' the Games in face of sponsors' campaigns. Several brands with direct competitors as official sponsors of the Olympics have cut their marketing spend by millions of pounds in the run up to...
Olympics in Focus
London 2012 has begun for sponsors, as they seek to get the most from their pounds 750m contribution. Here, Marketing highlights all the key brand news from the start of the Games. After a seven-year roller-coaster ride of emotions, from excitement...
Olympics in Focus
- Branson tells tourists where to go In a dig at official sponsor British Airways, Sir Richard Branson last week revealed his top London hotspots for tourists to visit during the Olympic Games, in Virgin Atlantic's first city-guide app. The free...
Olympics in Focus
- P&G launches 'Family Home' Procter & Gamble has rolled out a range of branded services for the family members of athletes during the Olympic Games. It unveiled its central London 'Family Home', which includes free Cover Girl and Olay...
Opinion
'Civil brands' are occupying the space between rabid commercialism and naive common ownership schemes such as the NHS. In the late 60s, when the hippy-commune culture was at its zenith, a young ecologist wrote an essay that would not merely challenge...
Profile Builder: Who Google Thinks You Are ... Michael Johnson, Group Brand and Marketing Director, Thomas Cook
- The first link is to Johnson's LinkedIn profile. - The next is to a Q&A interview with him in PR Week. - The third link pushes to a statement about Thomas Cook's 2013 strategy on the brand's site. - The next links to a story in Marketing....
Shift
Brands need to do more to consider how consumers are affected by the 'digital afterlife', and take steps to make it an easier situation for the bereaved to navigate, writes Nicola Clark. Possibly the greatest lie in human history is the adage that...
Tech
As sharing and information overload abound, curation is becoming an art form. George Nimeh explores the origins and future of collecting, sharing and profiting from the social web. Charles Leadbeater, in his book We Think, coined the phrase 'We...
Tech
The Austrian sweet brand has become better known around the world for its collectable dispenser designs. Pez began life as a simple peppermint-flavoured sweet, but the invention of the Pez dispenser turned it into a favourite childhood toy - and...
The Marketing Interview: Gianluca Pastore Benetton
The clothing retailer's worldwide communication director faces the daunting task of returning it to the strong position it enjoyed in the 90s. Lying on his deathbed, AIDS patient David Kirby made an unlikely poster boy for an ad campaign. The use...
The Marketing Society Forum: Can Mobile Brands Recreate the Exclusive Feel of Apple's Products?
Nokia hopes to mimic Apple's iPhone network-exclusive launch strategy for the Windows 8 phone. NO - JON DAVIE, MANAGING DIRECTOR, ZONE The sense of exclusivity that Apple's iPhone achieved had little to do with marketing or distribution, and...
The Thinkboxes Awards for TV Ad Creativity: Pure TV Brilliance from Volkswagen
Winner for May/June 2012. Car manufacturer Volkswagen wanted to take all the positive perceptions people have about its Polo brand, such as its build quality, well-engineered design and high levels of safety and reliability, and make them relevant...
They Want Your Job
With the recent spate of PRs landing top marketing jobs at brands such as AOL and Nintendo, Suzy Bashford asks whether the role of the classic marketer is under threat. As Jolie Hunt, a seasoned PR executive, took up her role as chief marketing...