Marketing

Articles from November 27

ADWATCH: British Gas Promotes Consumer Champion Positioning
The utilities firm is backing its revamp as a provider of home services with a focus on trust. British Gas is investing pounds 50m in its long-term campaign to position itself as a consumer champion. The first part of the advertising element has...
ANALYSIS: Disabled Move Up the Agenda
The government is giving the disabled a greater role in its ads, so why aren't more private sector brands following suit? At the launch of the government's first Images of Disability annual report in London last week, minister for disabled people...
BBC Gives Top Strategy Position to Sports Boss
The BBC has promoted Guy North to head of strategic marketing for BBC genre brands, including BBC Sport and BBC News, reporting to director of marketing, communications and audiences Andy Duncan. North, who was formerly head of sport marketing,...
B&Q Recruits WH Smith Man for Top Brand Role
B&Q has rejigged its top-level marketing team, poaching its former marketing controller Nigel Leahy back from WH Smith to fill a new brand position. Under marketing director David Roth, the DIY retailer has divided its marketing team into two...
BRAND HEALTH CHECK: Disneyland Resort Paris - Disney Magic Has Yet to Take Hold in Europe
Reeling from declining visitor numbers and a doubling of net losses despite the opening of a second park, what must Disneyland Paris do to be a success, asks Jane Bainbridge. Mickey Mouse may be revelling in reaching the grand old age of 75, but...
CAREERS: Company CV - Interbrew UK
Interbrew UK is the wholly-owned subsidiary of Belgian company Interbrew, the world's second-biggest brewer. Interbrew's origins date back to 1366 and the Den Horen brewery in Leuven, Belgium. The brewery was bought in 1717 and changed its name...
CUSTOMER PUBLISHING: Winning Magazines
Customer titles for brands from Homebase to Land Rover took top honours at the 2003 APA awards. Jennifer Hiscock reports. The fifth year of the Association of Publishing Agencies (APA) customer publishing awards marks a special year for the organisation,...
EDITORIAL: Hold That Sense of Pride until London Wins Olympic Race
'England expects', they say - but we never really do. Until Jonny Wilkinson's drop kick sailed over the crossbar in the dying seconds of Saturday's Rugby World Cup final no one honestly believed we were going to win. Hoped - yes. Prayed - almost certainly....
ITV Adjudicator Given Wary Welcome
The appointment of former Starcom Motive vice-chairman David Connolly as Ofcom's adjudicator on ITV trading has been welcomed by the ad community. However, there is widespread alarm at the brevity of his notice period, which could see him return...
MARKETING MIX: Pen Portrait - Simon Andrews, DLKW Dialogue
Simon Andrews is chairman and managing partner of DLKW Dialogue. After starting out at Young & Rubicam, he moved on to Ogilvy & Mather. He was one of three partners to launch Modem Media in 1996, before joining DLKW and working on the launch...
MEDIA: The Times to Weigh Up Scrapping Broadsheet
The Times has refused to rule out the possibility that it will convert completely to a tabloid format, following confirmation that it is to experiment with a tabloid version within the M25 corridor. If successful, the trial could lead to the biggest...
NTL Unveils Broadband Premium Content Offer
NTL has revealed details of its premium broadband service, Broadband Plus, for which it has partnered with more than 15 media brands, including MTV, the BBC and Music Choice. The cable giant's consumer division hopes the service will give it the...
O2 to Decentralise Marketing Activity
O2 is disbanding its central marketing division and returning all marketing responsibility to its three territories: the UK, Germany and Ireland. Parent company mm O2 is to close the mobile phone network's office in Hammersmith, London, which has...
OPINION: Brand Terrorists Offer an Insight into How the Public Interpret Ads
I was rushing out of Bond Street Tube station in London last week when an ad for Iceland Air, pictured below, literally stopped me in my tracks. The reason it proved so arresting was not because of any personal resonance I have for the brand, or...
OPINION: Compact Times Will Be Acid Test for 'Tabloid' Broadsheet Format
Rival broadsheet newspaper publishers should be grateful to The Independent. Perhaps because it had to, the paper broke ranks first and launched the great tabloid experiment. Market research is all very well but there is nothing quite like real sales...
OPINION: Marketing Society - Rise of DM Bears Witness to Value of Segmentation
Month after month we see a shift in marketing budgets from traditional above-the-line media into direct marketing channels. And far from seeing the big boys fight back, the gap has been growing over the past two years. Yes, it's well-documented...
OPINION: Personal Touch Is Now Crucial to Growing Profits
In a rare interview last week, Sir Terry Leahy looked back at what would prove to be the turning point in Tesco's fortunes. He told The Sunday Times that as a marketer during the recession in the early-90s, he was charged with finding out why the retailer...
OUTDOOR SHOWCASE: New Technology Is Allowing Advertisers to Benefit from Innovations Such as Talking Posters, Writes Alastair Ray
BIG BANNER POSTER FOR BIG MEN'S CLOTHES Client: High & Mighty Creative agency: Miles Calcraft Briginshaw Duffy Period: October-November Many campaigns use them for their visibility and ability to cut through clutter, but High and Mighty has...
PROFILE: On Display - Andrew Williamson, Head of Marketing and Communications, Science Museum
Interviewing Andrew Williamson, head marketer at the Science Museum, is rather like being taken around the rooms of the museum itself: you're presented with various nuggets of information and the conversation is peppered with comments like: 'Now, shall...
Services Helpline
Finding a face Q: I am trying to find 'the face' for our latest product. Are there agencies that provide models suitable for this type of promotional work? A: We often think of the big guns hiring popular music artists to front campaigns for...
SPORTS MARKETING: Brand Athletes
Using a sports star to promote a product is big business. But if the fit is wrong or the star goes astray, it can prove disastrous, says Robert Gray. David Beckham and Roy Keane, until recently team-mates at Manchester United, are world-class footballers....
SPORTS MARKETING: Headline Deals and Half-Truths
Inflated figures have made the true value of sponsorships hard to gauge. The value of many of Britain's biggest sports sponsorship deals has been hugely exaggerated, according to industry experts. Tim Crow, director of agency Karen Earl Sponsorship,...
SPORTS MARKETING: The Media Message
If sponsoring a major event is too costly, make media work for you, says Alastair Ray. Teaming up with a major sporting event isn't for the faint-hearted. A partnership with the Olympics, for example, can set sponsors back a cool pounds 30m -...
The Marketing Olympics
With experienced marketers leading the London 2012 bid, is the city better placed to win over the public, UK business and the IOC, asks Daniel Rogers. Three marketers now occupy the highest office in the UK - literally. On the top floor of Canary...