Marketing

Articles from April 18

Adwatch
Marketing's unique weekly analysis of advertisement recall in association with tns. Lynx Haircare product ad maintains the brand's personality, but needs a stronger creative idea Matthew Heath, Chief strategy officer, LIDA Lynx does two...
And Finally: We'll Call You - Digital UK
Mole was unaware of the digital switchover, on account of living underground, so news of BBC Two's 'demise' sent us scurrying for the phone to make sense of it all. Mktg Hello. Can I speak to someone about the digital switchover? Digital UK Yes,...
Brand Barometer
A new book by Stefan Olander, Nike's vice-president, digital sport, and AKQA founder Ajaz Ahmed, promises to bring clarity to the 'metrics that matter' in the digital age. From creating a stream of virals, like those featured on this page (below...
Brand Manager of the Week: Ben Hitchcock, Head of Marketing, Everest Home Improvements
- Describe yourself in three words. Dynamic, commercial, commercial. - What would you be if you weren't a brand manager? Professional tennis player. Ranked at least in the top one would be good. - What advice would you give someone starting...
Cereal, Energy and Snack Bars
The growth of cereal bars as a breakfast substitute makes this a vibrant market. MAIN PLAYERS SARAH HEYNEN, Brand director, United Biscuits Heynen joined UB in 2003 as brand director for McVitie's. In 2006 she became marketing director across...
Copenhagen
The lager will be aimed at both sexes as it aims to become a global brand, writes Gemma Charles. Carlsberg's flagship brand has made its name through blokey marketing and football tie-ups. Now, however, it is trying to get in touch with its feminine...
Do You Know Generation Z?
Brands targeting young people should avoid the 'cool' trap and focus on trust. Once again, it seems that marketing is to blame for the nation's ills 'Aggressive marketing' was cited as one of the causes of last August's riots by a government-commissioned...
Guru
P&G's claim that it can quantify return on social-media spend is impressive, writes Will Harris, but the most telling developments in this area are still to come. Q: In Marketing's recent interview with Marc Pritchard, he revealed that P&G...
LOCOG Backs Sponsors amid Media Allegations
Organiser defends Adidas, Coca-Cola and McDonald's after public health and 'sweatshop' claims. LOCOG has come out fighting in support of its commercial partners, following a series of media reports criticising the role of London 2012 sponsors such...
Marketing Promotion: Embracing Social Business Design
A culture shift of enormous proportions is required if a business is to survive and thrive in the digital era. When Google launched a short lifetime ago, it realised very quickly that it couldn't possibly scale its customer service to meet the demands...
Marketing Promotion: How Ad Clearance Helps Brands
Clearcast helps get advertising on air and keep it there. MD Chris Mundy explains what it does for brands. Chris Mundy joined Clearcast as managing director when it was founded in 2008. He joined from the BBC, where he was director of audiences,...
Nissan on the Rise
The marque is intent on sustaining the remarkable growth in its UK share, writes Alex Brownsell. The Nissan brand has rarely taken centre stage, compared with its more illustrious competitors, but in the past few weeks it has been firmly in the...
Opinion
Big business is taking virals seriously, so marketers should check out the latest research to give their work the best chance to fly. It began as a spontaneous fusion of creative exuberance and commercial opportunism. The clever, branded clip, the...
Perrier
The water brand has thrived for more than a century, thanks to its natural credentials and sophisticated image. With its green droplet-shaped bottle and art nouveau-style logo, Perrier could scarcely seem more French. However, it was an aristocratic...
Profile Builder: Who Google Thinks You Are ... James Tipple, Brand Director, Europe Virgin Group
- The first link leads to a story in Marketing about Tipple's appointment. - The second is to Marketing's section on Vodafone, where Tipple once worked. - The next is to Virgin's page on LinkedIn. - The fourth is to a story on M&M Global...
Shift
Consumer expectations that companies should behave in a human way are growing. So brands would do well to admit their flaws and embrace honesty, writes Nicola Clark. Trenton Oldfield, the 35-year-old man who swam into the paths of the Oxford and...
Special Report: Design - United Kingdom of Design
Innovative design from the UK is giving brands an edge. Moreover, with the Olympics and the Diamond Jubilee drawing close, it's a prime time for brands to celebrate British design, writes Anna Richardson Taylor. The UK has been a world leader in...
Tech
Open-source software is a key driving force behind mobile marketing. Graham Oakes explains the tools that are helping developers to create apps for a variety of mobile platforms. Whether it's an app to help you explore Tate Modern, an SMS campaign...
The Marketing Interview: Ian Cranna
Starbucks' coffee giveaway last month certainly attracted publicity, but major challenges loom for its UK vice-president of marketing. Starbucks has earned its reputation as a digitally focused business adept at deploying cutting-edge techniques....
The Marketing Society Forum: Can a Brand Gain from Adopting a Rival's Disused Marketing Idea?
Morrisons has registered variations of a trademark that borrows from a former Sainsbury's slogan. NO - ALAN GILES CHAIRMAN, FAT FACE I would steer clear of recycling a competitor's marketing idea. If used in jest, it can come across as a cheap...
The Myth of the Ageless Society
Marketers can be ruthless in targeting their core audience with age-specific ads, but can brands appeal to consumers in different age groups without alienating others, asks David Benady. Our ageing society is creating a headache for marketers. As...
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. - Adidas in biggest UK campaign Adidas has rolled out its biggest UK ad campaign to date, showcasing British talent and encouraging UK consumers...