Marketing

Articles from March 3

Adwatch 03.03.10 - Halifax
Despite media criticism, this ad is an effective diversion from the bank's difficulties. The Halifax 'High Five' ad is a bit of a soft target. The commenters on broadsheets' websites, the Twitterati, and people in the wider media bubble almost universally...
Andrew Walmsley on Digital: Difficult Viewing
A surfeit of 'must-see' TV means that watching some series feels more like a chore than a pleasure. Sixty years ago, the consumer society did not exist. Mortgages were something for which you had to butter up the bank manager, getting a telephone...
AOL Slashes Marketing Team in Global Cutback
AOL's UK marketing department is to be more than halved as part of a global cost-cutting programme. At least 15 marketers have accepted the internet company's offer of voluntary redundancy. This includes head of creative solutions and creative services...
A Star Investment
Premier Foods claims its 'Great little ideas' initiative will benefit the whole sector. The launch of Premier Food's biggest brand initiative to date, 'Great little ideas', which pulls together 16 of its brands such as Bisto and Branston, marks...
Brand in the News Portsmouth FC
From winning the FA Cup in 2008 to entering administration in 2010, Portsmouth FC's reputation has fast plummeted from one that earned admiration and respect to one drawing ridicule and pity. Yet flagship sponsor Jobsite.co.uk has vowed to stick by...
COI Set to Rely on Social Media for DCSF Ad Drive
The COI is launching a major social media campaign as part of its strategy to use the channel to strike up dialogue with the public. The Department for Children, Schools and Families (DCSF) plans to use Facebook to inspire young people from all...
Coke Zero Fails to Carve Niche as Share Slumps
Market share of Coca-Cola sub-brand falls to lowest level since launch year. Coke Zero's share of the UK cola market has dropped to its lowest level since the first six months after its launch in 2006, according to figures obtained by Marketing....
Costa Coffee Rolls out Customer Loyalty Card
Costa Coffee is launching what it claims is the most comprehensive loyalty scheme in its sector, in an attempt to press home its dominance of the UK market. The coffee-shop chain is increasing the pressure on rivals Starbucks and Caffe Nero with...
Editor's Comment: Tweets Are Not for Sale
It has taken four years, pounds 40m of venture capital and 600 tweets a second from 44.5m users to convince Twitter that it is ready to ask advertisers for their cash. The microblog is extending its tin cup with a commercial strategy that mimics the...
How Brands Can Reach Bloggers
Influencing online opinion-formers has become an increasingly important way of reaching consumers, but many brands are still struggling to connect effectively with bloggers, writes Nicola Clark. When 14 year-old fashion blogger Tavi Gevinson, head...
Jeremy Lee on Media: Unproven and Unworkable
Home Office report into the effect of sexual imagery on children looks like simple electioneering. While not quite summoning the forces of hell, Dr Linda Papadopoulos' report for the government into the sexualisation of children and the apparent...
Marketing Mole: We'll Call You: Rainforest Alliance
Mole is a green-minded mammal, so we were troubled when a BBC show suggested that Rainforest Alliance certification criteria weren't as tough as we thought. Rainforest Alliance: Good afternoon, Rainforest Alliance, (name) speaking. Marketing:...
Marketing Mole: Who Does Google Think You Are? - Mark Vile, Marketing Director, Comparethemarket.Com
- The first result takes us to an executive profile of Mark Vile at Comparethemarket.com (CTM). The next pushes to his LinkedIn profile. - The third link directs us to a Marketing profile of Vile. - The fourth links to Thinkbox's citation for...
More Than Skin Deep
Discounts and unchanging consumer habits have helped beauty retailers weather the recession without suffering major losses. From Lush to Lancome, Gosh to Guerlain, there are strong beauty brands at every price point. All of them benefit from the...
One Size Fits None
Brands are under renewed fire for using ultra-thin models and airbrushing in ads. The mantra that you can never be too thin, rich or aesthetically perfect has never been more loudly heard than in the fashion and beauty industry. From a draft...
Profile: A Keen Eye for Goals
Angus Kinnear, the marketing director of Arsenal FC, believes results are as vital off the pitch as they are on it. Interview by Joe Thomas. Few marketers can genuinely claim to work in a sector for which they have an unwavering passion and where...
The Marketing Society Forum: Is It Appropriate for Brands to Target Children in Schools?
GlaxoSmithKline plans to pilot its latest Ribena variant, made with 85% fruit juice, through school catering groups in an attempt to re-establish the brand's popularity among children and teens. MAYBE: Mark Jaffe, Marketing director, Westmill Foods...
The Off-Trade Switch
As on-trade outlet numbers fall, drinks brands are focusing on the retail market. As UK pubs continue to shut at an alarming rate, drinks brands are responding by shifting more of their marketing budgets to the off-trade. Today's alcoholic drinks...
The Week in Marketing
- Marmite spoof ads Marmite has launched a spoof print and poster campaign for its savoury cereal bar, featuring a range of bizarre brand extensions, such as a fabric softener and a shower gel. The ads, which were created by DDB UK, broke this week...
Twitter Ad Model Finds Favour with Big Brands
The microblogging site is shoring up plans for search-based, 140-character ads. Lloyds and Virgin Media are among the brands that say they will run paid-for text ads on Twitter if the microblog implements its commercial strategy. According to...
Walkers Sensations
The crisp brand has never truly achieved the premium status its parent sought for it. It might seem astonishing now that eight years ago, at the launch of its premium Sensations variant, Walkers chose socialite Tara Palmer-Tomkinson to embody the...
What It's Really like Inside: Hachette Filipacchi
- How does the team come up with fresh marketing ideas? There's no shortage of creative talent in this building so ideas are free-flowing. The main challenge is in picking the best ones and staying focused. - Describe the marketing team in three...