Marketing

Articles from June 24

Adwatch 24.06.09: O2
The mobile operator has come up with a 'game-changer' that would make AG Lafley proud. We've learned a lot about marketing from our friends at Procter & Gamble over the years, As a Saatchi & Saatchi alumnus, I was brought up on many of the...
Amanda Andrews on Media: C4 Is Back on the Shelf
The 'Digital Britain' report has left a raft of unanswered questions about the broadcaster's future. The tie-up between Channel 4 and BBC Worldwide was set to be the perfect marriage. It was the favoured route of communications minister Lord Carter...
Andrew Walmsley on Digital: Making Every Tweet Count
Twitter has, at last, demonstrated its true potential in the wake of 12 June's disputed Iranian election. Last week, the US State Department got in touch with Twitter. Why, you might ask, is one of the most serious and heavyweight organs of the...
Capturing the Imagination
Is it lazy marketing to ask the public for ideas, or an effective way to engage them? The maxim 'the customer is always right' might go some way to explaining why so many marketers are asking consumers to come up with new product ideas. Last...
Driving Digital Home
The government wants to get the UK online, but can it connect with the public? Last week, the government published its 'Digital Britain' report. This set out a wide-ranging strategy that it is hoped will help lift Britain out of recession and leave...
Editor's Comment: Tesco: Watch Your Back
Over the past week, there has been a lot of news about the strategies being pursued by the UK's leading supermarkets. The more I read, the stronger the feeling I get that the landscape is changing Tesco's dominance of the sector could really be under...
Formula One Row Puts Sponsor Brands on Alert
What would a new motor-racing series mean for sponsors? The threat of a breakaway race series to Formula One has a significance that reaches beyond the narrow confines of motor racing, posing questions about the value of sport sponsorship. Ahead...
Helpline
Joe Thomas takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. RIGHT TO THE POINT Q: We want to carry out some consumer point-of-sale work this year and possibly give out a few samples....
Kenrick Leads Talks on Green Marketing Terms
Industry leaders from the UK's top advertisers and their agencies are convening today (Wednesday) to develop a common language for the marketing of green credentials to consumers. The first meeting of the Green Alliance aims to establish guidelines...
Marketing Mole: We'll Call You - Phones4U
Dib dib dib ... yes, the secret's out, Mole is a Scout Leader, so we wanted to let Phones4U know we were a tad offended by its portrayal of our ilk in its ads. Phones4U Good afternoon, Phones4U. Can I take your mobile number or previous reference...
Marketing Mole: Who Does Google Think You Are? - Craig Inglis, Head of Brand Communications, John Lewis
- The first result takes us to Inglis' up-to-date profile on LinkedIn, while the second is the profile of another Craig Inglis, based in the US. - The third link pushes to Inglis' profile on Brand Republic. - The fourth and fifth listings are...
Mark Ritson on Branding: A Razor-Sharp Strategy
Gillette's dominance of the razor-blade market means it must drive profitability in innovative ways. Times are tough for marketers right now, so let me take you away to an oasis of consumer loyalty, where huge margins and a ridiculously dominant...
Marks & Spencer to Join Change4Life Initiative
Marks & Spencer is to become an official partner of the government's anti-obesity Change4Life campaign. The retailer has been in talks with senior Department of Health (DoH) officials about the marketing activity it could run in support of the...
Not-So-Full House
Traditional bingo halls are struggling as a result of the smoking ban, the recession and competition from online gambling, writes Jane Bainbridge. Two fat ladies, 88; clickety-click, 66; dancing queen, 17 - the catchphrases of bingo-calling have...
Opinion: The Marketing Society Forum - Should PlayStation Challenge Wii's Dominance of the Family Market?
Sony has long been viewed as the brand for hardcore, 'serious' gamers only. Now it is repositioning for a broader appeal, but some argue it should continue to focus on its specialised market. YES - ALAN GILES, CHAIRMAN, FAT FACE The UK games...
Profile: Finding Value in Readers' Offer
Katie Vanneck, News International's managing director of customer direct, has set some ambitious targets. Interview by Sarah Johnson. The smartly dressed and coiffed Katie Vanneck does not look like someone you would expect to find wandering around...
Promotion: The Thinkboxes Winner for May 2009 - Pure TV Brilliance from Robinsons
Robinsons has clinched the Thinkboxes award for May with a clever bird-themed ad backing the launch of its Be Natural fruit squash. The 40-second execution tells the story of a busy mum, returning home to prepare to welcome her children home from...
Revlon
The US cosmetics house is struggling to remain relevant to cash-strapped women. According to a long-running Revlon ad campaign, 'The most unforgettable women in the world wear Revlon'. Judging by its recent sales, it appears that this elite band...
Tangible Assets
Pawnbrokers are targeting a new breed of client via TV ads and a web presence. Pawnbrokers have long been viewed as seedy, backstreet establishments, where the desperate go to be ripped off. Fearing the humiliation of pawning their Cartier watch...
The Return of the Great British Brand
It's a well-worn marketing maxim that, in tough times, consumers turn to heritage brands, Suzy Bashford asks whether the recession means a boost for those that are home-grown. From Marks & Spencer's Penny Bazaar to Hovis' epic century-spanning...
The Week in Marketing
- Kingsmill's CO2 labels Kingsmill has become the first British bread brand to place the Carbon Trust's Carbon Reduction Label on its packs. The label will appear on its Great Everyday White, Tasty Wholemeal and 50/50 products from this week. ...
Top 10 Tips for Successful B2B Marketing
Business-to-business marketing is inevitably at the sharp end of the recession, but it also has a vital role to play in customer retention. David Benady canvasses advice on navigating the choppy waters. Business-to-business marketing budgets are...
What It's Really like Inside: Hovis
- How do you come up with new marketing ideas? We hold brainstorming sessions both internally and with all our agencies. We also analyse consumer feedback and trends. Our consumers really feel that Hovis is part of their lives and are always sharing...