Marketing

Articles from May 12

Adwatch 12.05.10: CreditExpert
The credit-rating site's strange campaign has been lovingly made, but, ultimately, is flawed. Someone had to say it, so it may as well be me. Just look at the damage that meerkat has done to advertising. Omigawd, call yourself a creative? Dissing...
Alan Mitchell Reinventing Marketing: Behavioural Economics Will Shake Marketing to the Core
Approaches based on rationality and emotional added value have been so thoroughly discredited that marketers now need to revise their notions about how branding works, writes Alan Mitchell. Have you got a theory of how branding works, and why? Before...
Andrew Walmsley on Digital: Why Old and New Don't Mix
Industry figures agree the media agency business model is doomed, but the likely impact is unclear. A couple of weeks ago in this column, I wrote about the missed opportunity digital seems to be for many advertisers, procurement departments and...
Bold
The laundry detergent brand has been losing sales as P&G stablemate Daz is thriving. For housewives everywhere, it was tantamount to a revolution: washing detergent and fabric softener in one. This was the dramatic step taken by Procter &...
Brand Manager of the Week: Shah Khan, Senior Brand Manager, Levi Roots
- Describe yourself in three words. Creative, dedicated, saucy. - How would you define marketing? Capturing the imagination of the consumer, adding value for the consumer and, ultimately, building a strong relationship with them. - What...
Editor's Comment: Dark Facts Beat Green Claims
BP has a black mark against its name - one the size of Luxembourg, comprising 21m gallons of crude oil that is threatening to decimate thousands of miles of US coastline. Assuming the British oil company does manage to repair the leaking well at...
Facebook Set to Roll out Location-Based Facility
Social network to lure brands with additional element to users' status updates. Facebook is to introduce location-based status updates that would allow brands to target consumers with geographically relevant marketing. Users of the social network...
Helen Edwards on Branding: From Checkout to Grave
Those seeking a 19th-century precedent for Tesco's ubiquity should look to the once-mighty Co-op. Seeking to make sense of Tesco's brand extension into house-building, and perhaps to allay a creeping unease about it, some commentators have alighted...
Lego Backs Minifigures with Web Treasure Hunt
Lego is supporting its first swappable Minifigure range with a heavyweight online marketing campaign. The brand will begin offering its miniature characters as individual, limited-edition collectables this week. It also plans to run digital activity...
Marketer in the News: Duncan Lewis
- Why is Lewis in the news? Duncan Lewis has been appointed as the first group marketing and development director at Age UK, the organisation created by the merger of Help the Aged and Age Concern, which is now the biggest charity in the country....
Marketing Mole: We'll Call You - Asda
Money has been tight in the Mole household, so our ears pricked up when we heard Asda will refund the difference if it charges more than its competitors. Asda Good afternoon, Asda Price Guarantee helpline. (Name) speaking, can I take your name,...
Marketing Mole: Who Does Google Think You Are? - Paul Fraser, Marketing Director, Foods, Dairy Crest
- The first search result takes us to the profile of an actor and writer on IMDB. - The second and third link to the Paul Fraser Collectibles website; the former takes us to the main page and the latter to the stamps section. - Fourth is the...
Mark Kleinman on Marketing and the City: BP's Brand Is on the Rocks
The explosion on an offshore rig is the latest in a long line of brandand industry-damaging crises. Corporate disasters rarely get worse than the one that struck BP off the US Gulf Coast late last month. Within days, images of the looming environmental...
Opinion: The Marketing Society Forum - Does the Return of the Shake N' Vac Campaign Signal a Lack of Creativity?
Glade is to revive its carpet freshener product by remaking the brand's memorable 80s campaign with X Factor twins Jedward fronting the relaunch, alongside Jenny Logan, the ad's original star. NO - Nick Canning, Marketing director, Iceland As...
Overhyped and over Here?
The iPad has seduced the media, but UK consumers could be a trickier proposition. The iPad has received acres of media coverage, bringing with it the risk that marketing directors could end up being blinded by the hype. The flurry of activity in...
Parties Face Struggle to Replenish Ad Budgets
The Labour Party and Liberal Democrats' lack of marketing funds would put them at a disadvantage in the event of a second general election this year, according to industry experts. The hung parliament means that whoever forms the government will...
Profile: Staying the Course
Matthew Pullen, marketing director at Bernard Matthews, is confident the brand can leave its difficulties behind. Interview by John Reynolds. Matthew Pullen is a man who relishes a challenge, hence his passion for marathon running and, some might...
Sharp Ends TV Hiatus with Pounds 5m Ad Campaign
Sharp Electronics (UK) is investing pounds 5m in a two-phase marketing push, including a high-profile TV ad campaign, after a five-year hiatus. The first tranche will comprise a TV ad, which is set to break in the UK on 18 May. It marks the start...
The Week in Marketing
- Nokia backs Ovi Maps Nokia has released a global TV campaign for Nokia's Ovi Maps satellite navigation software. The ad campaign, created by Wieden & Kennedy, features eccentric real-life characters who use interesting means of travel. They...
Toyota's Road to Recovery
The Japanese marque is aiming to re-engage with disenchanted consumers. Toyota is looking to restore its brand reputation with a pounds 20m pan-European campaign championing the efforts of its employees. The Japanese car giant has had to endure...
Underlying Trends
The women's market is outperforming the men's as rising demand for glamorous brands buoys upmarket brands, writes Jane Bainbridge. The trend for wearing underwear as outerwear might be a key part of the look for celebs like Lady Gaga, but it's not...
Whatever Happened to Fair Play?
Given the recession has sparked a flurry of expensive and drawn-out agency reviews, Suzy Bashford que stions whether the moment has come to call time on the traditional pitch. The recent trend for marketers to hold pitches for every project brief,...
What It's Really like Inside: Bottlegreen
- How does the team come up with fresh marketing ideas? We always speak to our customers about what they like. For example, the idea for Squeezy Squash came from a group of mothers. - What is the main marketing challenge you face? We are competing...
Women on Top
Glamour's second '21st Century Woman' report contains some interesting findings. There are 10m women aged between 16 and 40 in the UK. Between them, they generate more than pounds 23bn in retail sales annually, according to TGI. It is an audience...