Marketing

Articles from November 25

Ads Get the Green Light
Brands seem to be grasping the best approach to environmentally focused ads. The number of environmentally themed ads attracting complaints has plummeted this year by 40%, as the marketing industry has stepped up its efforts to avoid being accused...
Advertising to the YouTube Generation
As people watch more TV ads online, brands are adapting their strategies to ensure they can maximise the advantage of this additional platform for their commercials, writes David Benady. T-Mobile, OXO and Magners have added an online dimension to...
Adwatch 25.11.09: Nintendo
The gaming giant's 'Ant and Dec' campaign relies upon a safe but effective formula. Michael Sugden, Managing director, VCCP The latest Nintendo campaign featuring Ant and Dec is one that I want to hate. I want to hate it because it's lazy. I...
A Fresh Perspective
Channel 4's week of 3D programming gave advertisers a taste of things to come. Viewers are still getting to grips with HD TV, but 3D TV technology is already coming into play, giving brands an opportunity to add another dimension to their advertising....
Andrew Walmsley on Digital: Moving with the Times
From multi-touch to gestures and body language, our relationship with technology is deepening. It has been 136 years since the first commercially successful typewriter was launched, by E Remington & Sons. Various machines for writing had...
Brand Manager of the Week: Cheryl Hall, Marketing Manager, Table Table and Taybarns, Whitbread
- Describe yourself in three words. Diligent, passionate, stylish. - What attracted you to your current job? The opportunity to work on exciting brands I can help to grow and develop in the market. - What would you be if you weren't a brand...
Brands Back Online Ad Lessons for UK Children
Advertisers insist external regulation will not be required. Leading consumer brands, including Mars, Lego, Kellogg and McDonald's, have come together to launch Digital Adwise, an initiative aimed at raising awareness of online advertising among...
Bridgestone
The tyre company has dropped its 'strategic' F1 tie and must find a new road to sales. According to Hiroshi Yasukawa, director of Bridgestone Motorsport, the world's biggest tyre manufacturer, its relationship with Formula One was of 'strategic...
Computer Glitch
Specialist computing shops are having to fight for market share as more generalist players are entering the sector, writes Jane Bainbridge. These are tough times for PC and laptop retailers. Technological development may mean that manufacturers...
Distributors Join Forces in Blu-Ray Ad Campaign
Film studios and home entertainment brands are hoping to make 2010 the year of Blu-ray, ploughing pounds 1m into marketing the high-definition disc technology to consumers. The campaign, launched in partnership by the home entertainment arms of...
Editor's Comment: A Case of Woolies Thinking
Now here's a challenge. Who fancies working on the branding proposition for a new network of about 200 Woolworths stores? Shop Direct, the owner of the Woolworths brand, is considering lending the name to franchises. Of course, this kind of plan...
Helpline
We take the hassle out of finding the right product or service - you ask the question, we'll provide the answer. LITTLE LIST Q: We are looking to buy data for a new email marketing campaign However, we have had several negative experiences in...
Marketing Mole: We'll Call You - Co-Operative Bank
Mole has decided to go ethical and wants to open an account with squeaky clean Co-operative bank. Should we be put off by reports of its poor online service? Co-operative Bank: Hello, you're through to (name). Mktg: Hi, I want to open an account...
Marketing Mole: Who Does Google Think You Are? Natasha Hill - Supporter Marketing Director - Cancer Research UK
- The first result takes us to the website of an Arizona-based child counsellor. - Second is the only link to the Natasha Hill we are interested in, a June 2008 feature from Marketing Direct. - In third and fifth places are links to sites belonging...
Marketing Promotion: The Thinkboxes Winner for September/October 2009 - Pure TV Brilliance from McDonald's
It takes a confident brand to commission an ad that celebrates its popularity and reminds people why they love it, but that is what McDonald's did with 'Passing By'. The ad, set to a poem, observes customers from all walks of life visiting a restaurant...
Mark Ritson on Branding: Sellers' Market
A dispute between Costco and Coca-Cola signals a shift in power from manufacturers to retailers. You might have felt a slight rumble under your feet last Monday, and heard the faint but unmistakable sound of an unstoppable object coming into contact...
Opinion: The Marketing Society Forum - Should Charities Consider Brand Extensions to Help Boost Revenue?
Children in Need has added a second brand mascot, Blush Bear, to sit alongside Pudsey Bear, begging the question as to whether other charities could benefit by following suit. MAYBE - Lynda Thomas, Director of external affairs, Macmillan Cancer...
Profile: Olympic Hopeful
Mariano Dima, executive vice-president for marketing and products at Visa Europe, is focusing on London 2012. Interview by Alex Brownsell. Mariano Dima, executive vice-president for marketing and products at Visa Europe, is one of those annoyingly...
Stormin' Norman at ITV
The broadcaster's search for a chairman succeeded, but the quest for personnel is not over. Archie Norman, soon to be ITV's non-executive chairman, has made it clear that The X Factor does not dominate his weekend viewing. When I asked whether he...
The Great Christmas Marketing Challenge
This time last year few would have imagined there would be such high demand for motorised hamsters. Suzy Bashford asks how brands and retailers can make the right call at Christmas. Cast your mind back to the 80s. The decade marked the birth of...
The Lure of the Country
Tesco plans to develop its presence in rural communities may benefit local shops. Strict competition regulations are forcing the UK's supermarket chains to find additional ways to expand their empires. Companies including Sainsbury's and Tesco -...
The Week in Marketing
- Plane Stupid ad gripe A TV ad by anti-aviation campaigners Plane Stupid, in which polar bears fall from the skies, will be reported to the Advertising Standards Authority by UKIP MEP Godfrey Bloom. Meanwhile, climate-change sceptic Lord Monckton...
What It's Really like Inside: Tower of London
The Tower of London opened its winter ice-skating rink on Saturday - Will the team be donning their skates? Yes. We're quite a competitive bunch, so it could get messy. - How do you come up with fresh marketing ideas? We work closely with...