Marketing

Articles from April 15

Adwatch 15.04.09: Wink Bingo
This wholesome, nostalgic ad is anything but modern, yet well suited to these weird times. Ooh, we love a soft target, we ad people. At first glance, Wink Bingo's 'Pyjama dance' - which does pretty much what it says on the label - is a very soft...
Amanda Andrews on Media: Strictly Does It, BBC
The corporation must rein in its commercial impulses if it, and its ad-funded rivals, are to survive. On Friday 27 February the BBC carried a day of programming tied in with the release of U2's album No Line on the Horizon. It culminated in a 'surprise'...
Andrew Walmsley on Digital: Spoilt for Choice
While they may seem attractive, too many options when shopping can lead to fewer purchases. Choice. It's the marketer's mantra. From satellite TV to holidays, we're relentlessly reminded of the choices available to us; how there's something there...
Brand Manager of the Week: Anita Kinniburgh, Brand Manager, Green & Black's
Describe yourself in three words. Vivacious, motivated and passionate. What would you be if you weren't a brand manager? An interior designer, a furniture restorer, or a cupcake maker. What advice would you give someone starting their marketing...
Brewing Up a Storm
Despite the recession and increasing competition from lower-price rivals the coffee-shop sector should continue to grow, writes Jane Bainbridge. The fight for the hearts and minds of Britain's coffee drinkers has stepped up a gear recently as the...
Editor's Comment: Burger King's Simple Solution
This is not the time for excessive frivolity. If we were in any doubt, a Mental Health Foundation survey found this month that UK consumers are growing more anxious. It is of no surprise, then, that brands are realising that they must simplify their...
Green & Black's Targets Mainstream Sales Boost
Green & Black's has overhauled its packaging for the first time in nine years. The revamp, which will be rolled out from June, is the latest step in the premium chocolate brand's efforts to revive flat sales by positioning itself as more mainstream....
Helpline
Joe Thomas takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. SMALL SCREEN STARS Q: One of our clients has asked us to look at producing a TV ad. Can you suggest a company that could...
Lure of the Silver Screen
Cinema offers numerous benefits, if advertisers are willing to invest in it, writes Sarah Johnson. Cinema is emerging as the success story of the year. For proof, one need look no further than the box office. Since 17 October last year, 14 films...
Marketing Mole: We'll Call You - Sainsbury's
When is a pollack not a pollack? When it's a colin. Really? We called the supermarket to find out more about the reasons behind its fishy name change. Sainsbury's Hello, thank you for calling Sainsbury's. This is (name), how can I help? Mktg...
Marketing Mole: Who Does Google Think You Are? - Graham Sim, Marketing Director, HMV
- The first and second results link to Sim's LinkedIn profile. - The third listing is for a recent Marketing profile, which outlines his views and strategy. - The fourth reference is to a Pipl listing. - The fifth result links to Sim's member...
Mark Ritson on Branding: Freshly Squeezed
Design gurus may have all the answers, but as Tropicana proves, you have to ask the right question. At the start of the year, it all seemed to make perfect sense. PepsiCo decided that Tropicana, one of its biggest brands, was in need of a major...
Open-Door Policy?
Adding calorie information to menus could usher in a similar requirement for ads. It is now widely accepted that the UK is lumbering toward an obesity crisis, leading policy-makers and marketers alike to churn out a variety of plans to combat the...
Opinion: The Marketing Society Forum - Is Regional Tourism Marketing in Need of an Overhaul?
The Conservative Party has unveiled proposals to abolish Regional Development Agencies and free up local authorities to develop their own partnerships, tourism marketing and branding strategies. YES - SIMON THOMPSON, EUROPEAN MANAGING DIRECTOR,...
Profile: At the Top of His Game
Tim Parkinson, chief marketing officer, Umbro International, is on a mission to redefine English football fandom. Interview by Ed Kemp. It's just too easy to stereotype the typical England football fan: white; likely to be carrying a few extra pounds,...
The Third Space
The outdoor advertising market is battling other platforms for its share of a shrinking marketplace and needs to convince advertisers that it is building a medium of the future, writes David Benady. The outdoor advertising industry is polishing...
The Value of Experience
The Army is banking on interactive marketing to bring in the recruits it needs, writes Joe Thomas. The British Army's recruitment strategy has taken a new turn, with its embrace of interactive and experiential marketing methods. This fresh approach...
The Week in Marketing
- Eurostar to revamp. Eurostar has appointed Italian design consultancy Pininfarina to redesign the interiors and refresh the exterior livery for its fleet of 28 trains. The overhauled trains will be unveiled in 2012. - Steinlager Pure debut...
Top 50 Creative Agencies
Above-the-line advertising agencies have been at the sharp end of the economic downturn and will need to develop strategies to deal with the tough times that still lie ahead, writes Becky Wilkerson. Billings figures for the UK's top ad agencies...
Vodafone
Once a dominant force in UK mobile, Vodafone is failing to engage consumers, writes Fiona Ramsay. While mobile operators Orange, T-Mobile and O2 have splashed out on significant marketing campaigns in recent weeks, cost savings have been top of...
What It's Really like Inside: UKTV
- How do you come up with fresh marketing ideas? Generating ideas is part of our company culture. We brainstormed our new channel brands internally, including Dave, Eden, Blighty, and now Home and Really. The next stage is to transform them into...
Will TalkTalk's Overhaul Relieve Rival Pressure?
TalkTalk, Carphone Warehouse's home phone and broadband company, is to overhaul its positioning and ditch its existing tagline 'Let's do it together'. The change in strategy forms part of TalkTalk's aggressive plans to counteract significant pressure...