Marketing

Articles from March 10

Adwatch 10.03.10: Alchohol Awareness
This down-to-earth ad gets across the everyday nature of the problem it explores. The irony is not lost on me that before I sat down to write this, I poured myself a glass of wine. That's not unusual. Right? Not at the end of a long day? After...
Alan Mitchell: Reinventing Marketing - Brands Should Embrace a Role as Providers of Information
Marketing is no longer simply about sending out persuasive messages - now it involves identifying the information that consumers will find useful and supplying it to them, writes Alan Mitchell. Can brands regain their golden age? Yes, they can....
Andrew Walmsley on Digital: Get Your Name on the List
Companies blaming Google for their poor showing in search results should look closer to home first. Marcus Aurelius was a Roman Emperor, Stoic philosopher and author. His following utterance is one that should be kept close to the hearts of every...
BBC Rivals Start to Circle
The review did not go as far as competitors hoped, but it could still benefit them. Commercial rivals to the BBC were surprisingly reticent following last week's announcement of the corporation's proposed cuts. These include axing digital radio...
Brand Manager of the Week: Helena Christopher, Brand Manager, QBE Insurance Group
- Describe yourself in three words. Focused, imaginative, decisive. - How would you define marketing? It is like corporate matchmaking - you have to find the right audience for the right product. - What would you be if you weren't a brand...
Editor's Comment: Web Rules Are Good for Brands
The internet is about to get a lot more complex for brands under the Advertising Association's plans for company websites to be policed in the same way as TV, press, poster and radio ads. Under the proposals, the ASA's remit will extend beyond paid-for...
Ethical Dining Chain Set to Launch in UK Market
International vegetarian restaurant chain Otarian is attempting to tap into growing consumer demand for ethical produce, as it enters the UK. The start-up chain, established in Australia, plans to open its first two restaurants in London this month...
F1's Brand Challenge
New teams and line-ups will make F1 a force to be reckoned with this season, writes Joe Thomas. With Max Mosley out and two new teams in, when the season starts this weekend Formula One will begin a new era - one in which the sport could become...
FIFA Focuses on Illegal World Cup Promotions
FIFA has launched an investigation into a 2010 World Cup promotion co-funded by the South African government, as it strengthens the protection of its rights in the run-up to the football tournament. The activity was rolled out to promote South African...
Marketing Mole: We'll Call You - Kellogg
Mole Jr wants to eat Coco Pops at all hours of the day, but surely all that chocolate can't be good for him - and won't eating it in the evening spoil his dinner? Kellogg: Good afternoon, Kellogg careline. You're though to (name). How can I help? ...
Marketing Mole: Who Does Google Think You Are? Rick Vlemmiks, Marketing Director, British Gas
- The first result is for Vlemmiks' LinkedIn page. - The next is Marketing's profile of Vlemmiks from last June; the third reports his appointment to the role in 2008. - The fourth leads to PhoneOwner.info, which lists his number for consumers...
Mark Kleinman on Marketing and the City: Wider Horizons
The Prudential is just one UK company moving its focus to emerging markets in search of growth. Being 'the man from the Pru' was an uncomfortable position to occupy last week. Tidjane Thiam, the recently installed boss of Britain's biggest insurance...
Messing with a Design Classic
A packaging overhaul may appear to be a simple way to achieve standout, but it is deceptively tough to revamp a well-known brand effectively and sympathetically, writes Scott Billings. For most designers and marketers the chance to work on an instantly...
Microsoft Ad Chief Quits Ahead of Bing Campaign
Mike Fischer exits as Bing goes head to head with Google in the search market. Microsoft's chief marketing officer for consumer and online, Mike Fischer, is stepping down after nearly seven years at the company. Fischer, who reports to Ashley...
More Than a Uniform Trend
The swing toward buying clothes from supermarkets and value chains applies as much to childrenswear as to adult fashions. Stella McCartney may have grabbed the headlines with her kids range in Gap stores but the price tags - in the region of pounds...
Opinion: The Marketing Society Forum - Will Twitter Be Ruined by the Presence of Paid-For Ads?
The microblog is fine-tuning its plans to offer brands paid-for text ad spaces. These will use the site's 140-character format around real-time search results, but will not appear within Twitter feeds. NO - TONY EFFIK, Chief strategy officer, Publicis...
Profile: Facing a Tough Screen Test
Maya Bhose, head of brand marketing for SeeSaw, believes her brand can take on all other VOD comers. Interview by Sara Kimberley. Turning an unknown brand into a household name is a tall order for any marketer. When the brand is a fledgling web...
Scrappage Initiative Shows Budget Car Value
Leading car manufacturers are attempting to capitalise on the growing market for low-cost vehicles, following a surge in sales of budget models under the government's scrappage incentive scheme. Entry-level brands, such as Kia, have benefited from...
Swatch
The Swiss watchmaker has been hit by a sharp decline in sales for its luxury brands. Formed in 1983, watchmaker Swatch was the product of a previous economic downturn. It is painfully ironic, then, that the current recession is causing it such woes....
Taking a Punt on Digital
High-street bookmakers such as William Hill are targeting fresh audiences online, writes Chris Ellery. Once synonymous with nicotine-stained lino and curiously small pencils, William Hill is attempting to revitalise its image online. After hiring...
The Week in Marketing
- ITV to air IPL series ITV is to broadcast cricket for the first time since the late 70s, after securing the UK rights to the 2010 Indian Premier League (IPL) cricket competition. The deal, for the third season of the IPL, will result in free-to-air...
Vouchers & Gift Cards Manual 2010
Nothing is more likely to send a consumer into fits of rage than a drawn-out and ultimately futile experience with a contact centre. Yet many companies have failed to grasp the fact that bad customer service can severely impact upon their brand's...
Vouchers & Gift Cards Manual 2010: Corporate Market Needs a Pep Talk
Given the ongoing fragile state of the economy, it comes as little surprise that the corporate voucher and gift-card market has lost some of its bounce, writes Mary Cowlett. Vouchers and gift cards are an effective incentive for loyal customers...
Vouchers & Gift Cards Manual 2010: Distribution Breaks out of Gift-Card Loop
Plastic gift cards have overtaken paper vouchers in the popularity stakes, leading retailers to embrace the format. Now, thoughts are turning to the next generation of rewards. A quick glance at the voucher and gift-card displays in any supermarket...
Vouchers & Gift Cards Manual 2010: Making the Switch from Paper to Plastic
The increasing popularity of plastic gift cards has given the vouchers market a fresh lease of life, with both retailers and incentive providers reaping the rewards, writes Bhavna Mistry. When it comes to choosing a birthday present for that difficult-to-buy-for...
What It's Really like Inside: Consumerchoices.Co.UK
- How does the team come up with fresh marketing ideas? We use tools such as Hitwise and Google Analytics, customer feedback and questions to our Ask the Expert service to generate ideas. We have a really creative team of people here with a wide...