Marketing

Articles from January 23

Adwatch: McDonald's - 'The Great Escape'
Adwatch is still draped in tinsel. The cash registers rang out at Christmas for some retailers, while for others it was the faint sound of the start of a death rattle. So let's look down the Adwatch list and see which of the brands is most likely...
Andrew Walmsley on Digital: Lack of Strategy Is Tactical Error
Sun Tzu wrote of war in the fourth century BC: 'All men can see these tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved.' His words continue to resonate today in the world of business and marketing,...
Brand Health Check: Wrigley's Airwaves
The chewing gum's functional positioning has lost out to the warmer feel of Cadbury's Trident, writes Gemma Charles. Last year, Wrigley, which, traditionally, has enjoyed almost total dominance in the UK chewing gum market, found itself facing stiff...
Careers: What's It Really like Inside - Match.Com
- How do you come up with new marketing ideas? A number of ways; talking to customers, internal brainstorming, working with great agencies and testing, testing, testing. - Describe the marketing team in three words. Sociable, innovative and...
Conference Preview: Getting Down to Business
B2B marketers should embrace social media and remember that creativity is also effective, writes Joe Thomas. Book now to hear how to engage business customers across different channels. Call 020 8267 4011. In the age of web 2.0, business-to-business...
Editorial: C4 Wins Big Schedule Fight
January is always the month when, for one reason or another, TV viewing is traditionally on the up. Broadcasters and advertisers alike should try to cash in on this advantage. The BBC, which has been enjoying some strong viewing figures, unleashed...
Ethics of Marketing: It's More Than Enough to Make You Sick
The UK is brimming with Affluenza-afflicted consumers ripe for marketers to play on their ubiquitous desire to constantly compare themselves negatively with others, writes psychologist Oliver James. So is it possible to be an ethical marketer? In...
Helpline
Becky Charles takes the hassle out of finding the right product or service - you ask the question, she'll provide the answer. KEEPING IT CLEAN Q: We need to buy clean lists for a new campaign. Having had bad experiences with dirty data we are...
ITV Refutes Alcohol Ad Criticism
ITV has waded into the alcohol ads row by circulating a document to the government dismissing the central claim that the drinks commercials target children. In 2007, a report issued by campaign group Alcohol Concern identified a spike in drinks...
Marketing Mix: We'll Call You - B&Q
Mix is striving to be greener, but can low-energy light bulbs really bring us out in a rash? We rang B&Q to find out. B&Q Good morning. Mktg Hello. I've just got a few questions about low-energy light bulbs I've seen a few reports about...
Mark Ritson on Branding: Mobile Brands Make Poor Call on Value
Marketing has always been about more than just sales. Getting the customer to sign on the dotted line is merely the opening volley in the battle, not the victory salute. Getting that consumer to stay with you longer and spend more are the real drivers...
Media Analysis: As a Result of Industrial Action
The US screenwriters' strike could hit the schedules of UK channels that rely on imported shows, writes Jeremy Lee. Fans of Hollywood glamour may have been disappointed with the press conference that replaced this year's Golden Globes ceremony,...
News Analysis: A Name to Conjure With
From The O2 to Arsenal's Emirates Stadium, naming rights are providing huge opportunities for brands. The US naming-rights market has not looked back since the editor of The New York Times convinced the city's mayor to rename Longacre Square after...
News Analysis: EMI Chief Cuts to the Chase
Swingeing cuts and a tight rein on costs are being underpinned by a fundamental rethink at EMI. EMI Group last week announced radical plans to cut pounds 200m in costs across the beleaguered music company. Guy Hands, chief executive of its owner...
Opinion: The Marketing Society Forum - How Much Time Should Be Spent on Marketing in the Boardroom?
The findings of a recent report by Deloitte have revealed that board-level marketers and chief executives differ in their perceptions of the amount of time afforded to top-level marketing discussions. SARAH ESSEX, SENIOR PARTNER, PROPHET In customer-centric...
Profile: Chief Translator - Alessandro Andolina, Director of Creative Development, Coca-Cola European Union Group
The rock 'n' roll life of a music journalist seems a far cry from the role of a Sicilian, suit-clad Coca-Cola marketing executive. Yet former rock groupie Alessandro Andolina has written two books on gothic indie band The Cure and numerous national...
Raymond Snoddy on Media: Guinness Is Still Good - for Papers
You can see why Guinness hasn't been spending a lot on newspaper brand advertising in recent years. Supermarket coupons in the regional press are one thing, but white chargers in the surf looked much better in moving pictures. Toshiba can expect...
Recruitment: Virtual Vacancies
As recruitment marketing matures online, companies are experimenting with their employer brands. Can a Second Life careers fair yield first-class candidates? For some, Second Life offers a virtual world of opportunity and exchange; for others, it...
Sector Insight: Household-Cleaning Products - Multi-Tasking Proves Key
In a market dominated by big brands, all-purpose cleaners continue to lead the way, writes Jane Bainbridge. THE BACKGROUND As consumers' lives become busier, so they are moving away from fully-stocked cleaning cupboards and single-task or room-specific...