Marketing

Articles from June 23

A Chicken and Egg Problem
KFC must defy consumer preconceptions to succeed with its breakfast offer, writes John Reynolds. KFC's decision to rethink its trial breakfast menu in favour of a more mainstream offering, ahead of an expected national roll-out of 'KFC A.M.', marks...
Adwatch 23.06.10: Anchor
The butter brand's focus on purity and provenance, with a dash of humour, is paying off. The television commercial is dead. When was the last time you heard those words? A while ago I'd wager. I certainly didn't hear anyone utter them during...
Andrew Walmsley on Digital: Dip into Mobile's Money Pot
A combination of developments is allowing advertisers to realise the true potential of the platform. In a tradition stretching back over almost years, the 'this is the year of the mobile' article makes regular appearances whenever someone notices...
Brand Manager of the Week: Vicky Lee, Marketing Manager, CWF
- Describe yourself in three words. Tenacious, positive, effervescent. - What would you be if you weren't a brand manager? Owner of a food and wine emporium in the Lake District. - What attracted you to your current job? From an early...
Climate Week Signs Up Key Sponsors for Event
Climate Week has recruited Aviva, EDF Energy, Kellogg and RBS as sponsors. The event, which is due to run from 21 March 2011, has been established to raise awareness of global warming and encourage members of the public to take action to improve...
Doing the Business
Agencies that dismiss B2B activity as the poor relation of consumer campaigns are overlooking the potential of the sector, as marketers hunt for those promising a fresh approach. What happens in an agency when a B2B brief hits the desk? Do all the...
Editor's Comment: Metro Bank's Service Point
Personally I'd rather spend an hour poking myself in the eye than visit the bank during lunchtime. After battling my way down the high street and finding my local branch, which now looks more like the bridge of the Starship Enterprise, I almost...
Electric Cars Face Marketing Short Circuit
The motor manufacturing industry, already devastated by the recession, has a tough challenge on its hands when it comes to marketing electric vehicles to confused consumers. After decades of promoting their products to a very responsive and knowledgeable...
Freeview Hands Senior Role to BBC Marketer
Digital platform fills top post as it pushes HD offering amid stiff competition. Freeview has hired BBC marketer Sue Leach as its marketing communications director. Leach will replace Tim Hunt, who left the digital TV provider in March to become...
Helen Edwards on Branding: Whose Brand Is It Anyway?
Consistency of positioning can be one of the most powerful tools a brand marketer can call upon. Phrases that are both clever and true can also be dangerous. Here's one: 'Brands only exist in the minds of consumers.' Very clever and true, which...
Jeremy Lee on Media: Will Cable Trip Murdoch Up?
News Corporation owner's ambitions to take full control of Sky may face a determined challenge. Once hailed as an economic oracle, the only man in Christendom to have foreseen the financial meltdown, and considered so invaluable to his party's fortunes...
Marketing Mole: We'll Call You - Xbox
Mole's paws are good for digging, but they're not very good for playing video games, so we were excited to hear about Xbox's plans for a controller-free console. (Mktg gets through to a call-handler on the third attempt.) Xbox How may I help...
Marketing Mole: Who Does Google Think You Are? - Jim Slater, Marketing Director, Costa Coffee
- The first two results take us to Wikipedia. The former lists three people called Jim Slater, none of whom works for Costa; the latter is the entry for an ice-hockey player. - Third is jimslater.org.uk, the personal website of a private investor...
Message on the Bottle
Will the drinks sector's pledge on labelling practices prevent further change? Nothing focuses the minds of consumer goods companies like the threat of mandatory regulation with the potential to clamp down on their marketing freedom and create annoying...
Nation of Animal-Lovers
Cash-strapped pet-owners appear more inclined to splash out on food for their furry friends than costly meals for their families, writes Jane Bainbridge. The obesity epidemic is affecting multiple food markets in one form or another; most are adapting...
Online Music Analysis: Music to Sceptics' Ears
Tesco seeks to offer consumers 'best of both worlds' with its digital locker service. Tesco is planning to take on online-only music and film retailers such as iTunes with a 'digital locker' service, offering consumers the physical and digital formats...
Opinion: The Marketing Society Forum - Do 'Excellence' Marketers Undermine Those with Budgetary Control?
Nestle UK has appointed Vernon Bradley as its group marketing director to oversee and advise the marketers responsible for all brands across the company's confectionery, food and drinks portfolios. NO - GARY MOSS, CHAIRMAN, BRAND VISTA Excellence...
Profile: Banking on the Customer
Anthony Thomson, chairman and co-founder of Metro Bank, is hoping to turn consumer banking on its head. Interview by Alex Brownsell. To create one's very own high-street brand must be a dream for any marketer. Yet Anthony Thomson, chairman and co-founder...
Project Canvas Set to Attract TV Ad Budgets
Coca-Cola, More Th>n, LG Electronics and Honda are among the leading brands preparing to plough their TV budgets into video-on-demand (VOD) should Project Canvas get the green light from the BBC Trust. The joint venture, backed by the BBC, ITV,...
Prudential
A failed takeover bid has left the British insurance brand pondering its future, writes Alex Brownsell. For a brand that has long been evocative of sleepy 50s Britain, the recent attempt by insurer Prudential to become a global financial powerhouse...
Ribena Pushes Variants in 'Pick Your Own' Ads
Ribena is preparing a summer marketing campaign that will expand the brand's focus beyond its core blackcurrant flavour to the rest of its range. The activity will use the strapline 'Pick your own flavour', in an effort to raise the profile of the...
The Week in Marketing
- Divine 85% bar Divine Chocolate has launched an 85% dark chocolate bar. The 100g bar is made from high-quality Ghanaian cocoa beans from the Kuapa Kokoo co-operative, which co-owns the Fairtrade chocolate brand. The product is initially available...
What It's Really like Inside: Holland & Barrett
- How does the team come up with fresh marketing ideas? We hold regular brainstorming sessions where no idea is a bad idea and the weird and wonderful are embraced. - What are the perks of the job? TV shoots with the lovely Gethin Jones, plus...