Marketing

Articles from April 14

Adwatch 14.04.10: Walkers
The crisp brand makes up for a joke at Sandwich's expense by creating a social spectacle. There's a theory that no matter how wide the web spreads around the world or how fragmented media becomes, most Brits will always have popular entertainment...
Alan Mitchell on Branding: Source of Apple's Success
The company's reputation is driven by the interaction of factors that go far beyond branding alone. If you had a queue of 300,000 people keen to fork out hundreds of pounds to buy your product on its first day, you might think you had a raving success...
Andrew Walmsley on Digital: Timing Is Everything
Brands are being pulled into real-time communications by consumers' demand for interaction. The Toyota Production System, often known as Just-In-Time, revolutionised manufacturing. Between World War II and the mid-70s, the Japanese took processes...
Best Supporting Role
Hilton's Andrew Flack talks to Noelle McElhatton about making the most of the hotel chain's film part. As any Bond fan knows, unsubtle product-placement in movies can seriously spoil the viewing experience. However, the relationship between brands...
Brand in the News: Bebo
- What's happened? AOL has given up trying to make a success of Bebo, the social networking site it bought for pounds 417m less than two years ago. Management at AOL have decided that it can no longer support the site, which it says requires 'significant...
Careers: Brand Manager of the Week - Andi Neophytou, Marketing Manager, Edge
- Describe yourself in three words. Passionate, insightful, hardworking. - What would you be if you weren't a brand manager? A lawyer or an events planner. - What advice would you give someone starting their marketing career today? Make...
Careers: What It's Really like Inside - Rachel's Organic
- How does the team come up with fresh marketing ideas? We are continually looking to develop flavours so we monitor trends in the UK and beyond. Sometimes we'll do consumer research on potential concepts but often it's about instinct - if we like...
Editor's Comment: Microsoft: What Kept You?
Mobile phones are well on their way to ousting PCs as the main way that youth consumers access social networking sites. The fact that it's impossible to get on a bus without being bothered by a gaggle of teenagers tweeting or Facebooking each other...
Eurostar to Reposition as Gateway to Continent
Cross-Channel rail operator alters positioning as rival services ready challenge. Eurostar is positioning itself as a wide-ranging travel brand to fend off potential competition from other rail networks seeking to operate the cross-Channel service....
Exclusive - Coca-Cola Set to Axe Jobs in European Marketing Review
Soft-drinks company expected to streamline marketing operations and make London European hub. Coca-Cola is overhauling its European marketing operation as part of a review of the wider business that could affect up to 150 roles. The soft-drinks...
Honda
A vehicle recall in the US has exacerbated the brand's existing malaise in the UK, writes Jeremy Lee. While not the biggest culprit, Honda, like other Japanese car manufacturers, has recently come under intense scrutiny because of concerns over...
Marketing Mole: We'll Call You - Marks & Spencer
Mole's been eating our cereal and working out so we look our best for the family holiday next month. Can we get the 'Special K dress' to complete the look? Mktg (Initially calls main M&S customer helpline, but the call-handler doesn't know about...
Marketing Mole: Who Does Google Think You Are? - Tim Hunt, Director of Marketing and Communications, Freeview
- The first result is a profile of a Tim Hunt who works for Cancer Research UK. - The second takes us to the Nobel Prize website, where the same man is featured as the winner in Physiology or Medicine in 2001. The third is to his CV on the same...
Mark Kleinman on Marketing and the City: In the Balance
With the tough decisions required on cutting the deficit, the City's main fear is of a hung parliament. As political posters go, the image of a glowering Gordon Brown accompanied by the slogan 'Step outside, posh boy' was one of the more striking...
Microsoft Prepares for UK Smartphone Launch
Microsoft is set to enter the mobile smartphone market with a handset manufactured in partnership with electronics company Sharp. Last week, the software giant briefed direct marketing agency Wunderman and media agency Universal McCann on a multimillion-pound...
Molson Coors to Launch 'Clear Beer for Women'
Molson Coors will roll out a clear beer in August as part of its drive to increase the number of women lager drinkers. The bold strategy caps a flurry of activity by brewers as they seek to grow their market share by drawing in new drinkers to the...
New Musical Success
The mainstream live music scene is awash with corporate sponsorship. Nicola Clark asks whether it is time for brands to become more adventurous in seeking out events to partner. Recorded music has, in the space of just a few decades been transformed...
Opinion: The Marketing Society Forum
Will News International's newspaper website paywall benefit advertisers? Rupert Murdoch's UK newspaper operation has announced that it plans to charge pounds 1 a day or pounds 2 a week for readers to access content on its Times and Sunday Times...
Profile: Looking for Loyalty
Graham Horner, loyalty director at Telegraph Media Group, believes rewards will strengthen its subscriber ties. Interview by John Reynolds. Graham Horner's youthful looks belie his reputation as one of the most formidable troubleshooters in the...
Pubs' Natural Premium
Healthier soft-drinks brands such as Feel Good are gaining favour in the on-trade. By Joe Thomas. The delisting of J2O by pub company Orchid Group is an early indication that the UK's on-trade is starting to respond to consumer demand for healthier...
Sparkling through the Gloom
Champagne has managed to retain its lead in value sales, but sparkling wines are selling significantly more in volume terms, writes Jane Bainbridge. The practice of cracking open a bottle of celebratory bubbly has been in decline in the past year;...
The Week in Marketing
- Fanta 'Friday' push Coca-Cola has begun rolling out its first global campaign for the Fanta brand in five years, using the strapline 'Grab a taste of Friday'. The push follows a drop in sales for Fanta and will target UK consumers with advertising,...
TUI in Reversal of Group Marketing Restructure
Tour operator TUI is abandoning the marketing shake-up it initiated less than a year ago to revert to a single-team structure. The company is attempting to achieve greater integration between its aboveand below-the-line marketing functions by doing...
What Women Really Want
Tactics used by political parties to woo female voters are clumsy and outdated, writes Nicola Clark. It is difficult to imagine Clementine Churchill poring over every minute detail of her outfit, or complaining on national television about Winston's...