Marketing

Articles from August 4

A Bigger Slice of the Action
Consumers may be more health-conscious than in the past, but in tough times they think of cakes as an affordable treat, writes Jane Bainbridge. Birthday, wedding, dinner party, treat, indulgent snack: it seems there is a cake for every occasion....
Read preview Overview
Adwatch 04.08.10: Gocompare.Com
The insurance brand's ad beats Comparethemarket.com at its own game. Forgive the cliched football analogy, but Gocompare.com is like Jose Mourinho's Inter Milan, while Comparethemarket.com is Barcelona. The question is, what's their objective? For...
Read preview Overview
Andrew Walmsley on Digital: When Envy Cuts Both Ways
As Facebook cranks up its search function, rumours of a Google social networking project abound. Cary Grant's impoverished aristocrat in The Grass is Greener is a study in insouciance. When his wife, played by Deborah Kerr, is swept off her feet...
Read preview Overview
Apple Is Most Criticised Brand as 'Blogfail' Hits
Apple is the most criticised brand in the blogosphere, according to research into consumer attitudes toward brands on the web. Research by social media analyst Brandwatch found that Apple is the brand most commonly linked to the descriptor '#fail'....
Read preview Overview
Brand Manager of the Week: Emma Prineas, Head of Marketing, Sandals and Beaches Resorts
- Describe yourself in three words. Energetic, bright, meticulous. - How would you define marketing? Common sense. It's really the fulfilment of the brand through a communications strategy that inspires and informs the target market at all...
Read preview Overview
Cowell's Big-Brand Stand
The X Factor supremo has shown considerable nous in sealing major ties for his acts. When Simon Cowell's company, SyCo Music, recently announced it was seeking a marketing director, it was perhaps all too easy to assume that the recruitment process...
Read preview Overview
Editor's Comment: Brands Now Risk Epic FAIL
Among internet users, the term FAIL is reserved for describing mistakes of such monumental proportions that it requires you to pause to contemplate the unfathomable shortcomings of the perpetrator. There is an entire website - failblog.org - dedicated...
Read preview Overview
Green & Black's in Strategy Revamp as Top Marketer Exits
Former marketing chief to oversee search for ad agency and head 'aggressive' growth drive. Green & Black's is rolling out a fresh marketing strategy to 'aggressively' drive growth and has started a search for an agency to handle the initiative....
Read preview Overview
Helen Edwards on Branding: The 'Espresso' Pitch
It's time for sprawling pitches to switch to a 15-minute format - short on length, but strong on content. One of the most creative ideas from agency planners in recent years was for the Account Planning Group itself. It came from Malcolm White,...
Read preview Overview
Irish Food Board Aims to Reassure UK Consumers
Bord Bia will use digital marketing and social media to convey quality message. The body responsible for promoting Irish food is rolling out a digital strategy intended to reassure UK shoppers about the quality of the country's beef. The campaign...
Read preview Overview
Jeremy Lee on Media: Hunt Can't See Big Picture
The abrupt disbandment of the UK Film Council will be of concern to brands as much as film fans. As acts of cultural vandalism go, the decision by the coalition government to abolish the UK Film Council, without any consultation, might not quite...
Read preview Overview
Marketing Mole: We'll Call You: Metro Bank
Mole is looking to switch accounts and needs to walk our best friend more often, so when we heard about a new dog-friendly bank we had to find out more. Metro Bank: Good morning, you are through to Metro Bank. How can I help? Mktg: Hi, I heard...
Read preview Overview
Marketing Mole: Who Does Google Think You Are? - James Frost, Marketing Director, Nectar
- The first link takes us to the Wikipedia page for the guitarist from The Automatic. - The second push is to the IMDb page for an actor of the same name. - The third and fourth links are to a music video director's website. - The fifth link...
Read preview Overview
Ocado Faces Market Forces
Aside from fierce sector rivalry, the retailer must woo wary investors and consumers. Since Ocado launched into the groceries home-delivery sector in the early 2000s, its network has broadened while the market has grown dramatically, sparking a...
Read preview Overview
Opening Up the Lunchbox
Dairylea's focus on health reflects a wider shift in the way children are targeted, writes Mary Cowlett. Kraft Foods' recent decision to reposition its Dairylea brand highlights the tightrope marketers walk when promoting snacks destined for school...
Read preview Overview
Opinion: The Marketing Society Forum - Should the Rules on the Advertising of Broadband Speeds Be Changed?
Ofcom is asking for changes to how broadband services are sold after it found that most users don't have access to the advertised speed, as the gap between ISP claims and the speed delivered grows. YES: ENDA McCARTHY, Chief executive, Publicis Modem...
Read preview Overview
P&G to Partner Coke for Olympic Games Activity
Procter & Gamble plans to team up with other Olympic sponsors including Coca-Cola and GE for joint marketing activity around London 2012. The household goods group, which owns the Ariel, Olay and Pringles brands, has signed a sponsorship deal...
Read preview Overview
Profile: Building on a Solid Base
Simon Wallis, sales and marketing director at Domino's Pizza, wants to win lunchtime and regain the cutting edge. Interview by John Reynolds. Simon Wallis, the stylishly attired sales and marketing director of Domino's, likes to think he is a dab...
Read preview Overview
The Exclusivity Myth
The fever surrounding the World Cup may have died down, but concerns about ambush marketing remain, writes Andy Fry What annoyed you most about the 2010 FIFA World Cup? Was it: a) vuvuzela noise, b) England's goal that wasn't, c) endless references...
Read preview Overview
The Great Retail Search Splurge
Cash-strapped shoppers are making unprecedented use of the web to compare deals and find out what their peers think of a brand. For retailers, then, search marketing is vital, writes Kim Benjamin. Hardly a month goes by without some reference to...
Read preview Overview
The Week in Marketing
- Nokia's X Factor app Nokia has agreed a deal with Fremantle Media, the producer of ITV1's musical talent contest The X Factor, to exclusively distribute an app based on the show. Fremantle previously created an iPhone app for Britain's Got Talent...
Read preview Overview
Top Gear
The BBC's lucrative and quirky motoring series is showing signs of losing its way, writes Jeremy Lee. As Jeremy Clarkson might put it, Top Gear is one of the BBC's biggest and most important brands ... in the world. As well as being the bestselling...
Read preview Overview
Travelex Returns to Ads with Prepay Card Drive
Foreign exchange business Travelex is launching its first ad campaign for five years, as part of a drive to persuade travellers to use prepaid currency cards. The company is promoting its Cash Passport cards, which consumers can use as a payment...
Read preview Overview
What It's Really like Inside: VisitSweden
- How does the team come up with fresh marketing ideas? Our aim is to work in the most integrated way possible to ensure that all elements of the marketing mix are involved in any one campaign. We also work with specialist agencies. - What are...
Read preview Overview