Marketing

Articles from January 20

Adwatch 20.01.10: John Lewis
This ad hit the right Christmas note with an emotional insight rather than D-list celebrities. On Christmas morning 2009 I sat in quiet satisfaction next to a huge stack of books from my Amazon wishlist and a year's supply of socks, while my two...
Andrew Walmsley on Digital: How to Pull Rank
Brands need to grasp the importance of influencing the prominence of positive references on SERPs. With records for online commerce smashed again over Christmas, the web has established itself as a major part of the UK retail scene. Bad weather,...
Brand Manager of the Week: Mat Braddy, Chief Marketing Officer, Just-Eat.Com
- Describe yourself in three words. Athletic. Intelligent. Deluded. - What would you be if you weren't a brand manager? I'm actually a frustrated designer. Marketing was the only option for people that like scribbling pictures all day that...
Campaign for Real Men
With Dove Men+Care, Unilever is targeting a share of a tough but lucrative market. When Unilever began running campaigns to promote its Dove range by celebrating the natural beauty of 'real women', it shook up the beauty industry and helped to create...
Dietary Fads Fatten Brands
Weight-loss and mainstream food brands are playing on health resolutions. As the British public continues to fret about its health, and the national obesity problem grows, 2010 is likely to prove ripe with opportunity for marketers and their brands...
Editor's Comment: Google Puts YouTube in to Bat
YouTube is still known to many as the home of skateboarding dogs and breakdancing pensioners. However, the Google-owned video-sharing site is now upping the ante against its broadcast rivals by moving into live sports coverage. Google has been making...
Fallen from Favour
Sales are in decline, but brewers could broaden lager's appeal by targeting women and older consumers, writes Jane Bainbridge. At this time of year a significant proportion of adults will be trying to be more abstemious in an effort to balance out...
Gillette
The shaving brand's innovation-driven strategy has suffered in the recession, writes Jeremy Lee. The transgressions of two Gillette brand spokesmen, Thierry Henry and Tiger Woods, proved something of a sideshow for the shaving brand. While Gillette...
Jeremy Lee on Media: Out for the Count
The OAA has done little more than shoot itself in the foot with its headline-grabbing self-promotion. The outdoor advertising industry has spent years telling advertisers, and indeed anyone else who would listen, that, because of its investment...
Labour Picks Supporter Ideas for Election Push
The Labour Party's general election campaign will rely heavily on adapting user-generated content for its mainstream marketing campaigns. The party last week sought to capitalise on the website mydavidcameron.com, created by a blogger making fun...
Marketing Mole: We'll Call You - Npower
Mole's looking to change burrow soon, but we don't want to be stuck without heating in our new hole. Can Npower convince us that it will keep the gas flowing? Npower Good morning, Npower, how may I help you? Mktg Good morning. I'm not sure if...
Marketing Mole: Who Does Google Think You Are? - Murray Willows, Chief Marketing Officer, Pizza Hut
- First to appear is a link to Willows' LinkedIn page, where he has 58 connections. - The second link is to Naymz, with a brief employment history for Murray. - The third result is a 'Murray Willows' Twitter page. The author has yet to tweet...
Mark Ritson on Branding: Open to Interpretation
The furore caused by KFC Australia's 'cricket' ad demonstrates the polysemic nature of advertising. An Aussie cricket fan finds himself in the wrong section of a West Indian cricket stadium during the upcoming Twenty20 World Cup. Realising his...
PepsiCo Appoints UK Successor to Gruwez
PepsiCo UK & Ireland has appointed Amanda Thomson to the role of UK marketing director, to replace Bruno Gruwez. Gruwez has been promoted to the newly created position of Pepsi-Lipton International business development director for Western Europe....
P&G Debuts Sub-Brand through Ariel Portfolio
Procter & Gamble (P&G) has signalled its intent to take on Reckitt Benckiser in the stain-removal sector, with the launch of Ariel sub-brand Actilift. Ariel with Actilift will form part of P&G's strategy of introducing fledgling brand...
Profile: Brand Champion
David Pemsel, group marketing director at ITV, believes branding will be key in an age of converged broadcasting. Interview by Jeremy Lee. There's a bitter wind blowing outside ITV Studios, on London's South Bank. Inside, in his equally chilly eyrie,...
Reinventing Marketing: The Dark Energy at the Heart of the 'Dark Art' of Marketing
Marketers seeking more effective metrics need to look beyond the current industry standard to understand and measure the hidden forces what drive and shape markets, writes Alan Mitchell. It wasn't that long ago that physics was the envy of the scientific...
Tesco in Cross-Media Publishing Overhaul
Tesco is attempting to build customer loyalty by revamping its publishing strategy. The supermarket is launching a free magazine for customers as well as overhauling its established bimonthly title, in the face of growing competition from rivals....
The Great January Job Hunt
Finding another job is at the top of the list of New Year resolutions for many marketers. Nicola Clark investigates ways to make yourself stand out from the crowd. For most of us, the start of 2010 brings with it a flurry of regret for the missed...
The Marketing Society Forum: Do Consumers Care Whether Cadbury Is British-Owned?
Cadbury, a British institution with a philanthropic heritage and a high marketing profile epitomised by its 'gorilla' ad campaign, is now the target of serious acquisition attempts from the US. YES - ALLYSON STEWART-ALLEN, DIRECTOR, INTERNATIONAL...
The Week in Marketing
- Edge in debate call Education charity Edge is attempting to engage the public in a debate on education in the run-up to the general election. The charity is using images of the three main political parties' education spokespeople to encourage...
What It's Really like Inside: Gocompare.Com
- How do you feel about being behind the most irritating ad of 2009? Our business is one where visibility is integral to success. This campaign is being talked about a lot and we've seen a 200% increase in ad awareness since the campaign launched...
Wheels of Progress
Instead of tweaking logos, carmakers should push their technological offer, writes Alex Brownsell. Peugeot has become the latest automotive manufacturer to carry out an overhaul of its visual identity in an attempt to reinvent itself as a progressive...