Marketing

Articles from September 29

3DTV: The Avatar Effect
As the initial novelty begins to wear off, Andy Fry asks whether the format will live up to the hype around it. The marketing departments of consumer electronics companies and one UK broadcaster are falling over themselves to sell 3D as the ultimate...
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Absolut
The brand has conspicuously failed to take advantage of vodka's popularity, writes Jeremy Lee. Sales of vodka surpassed whisky in 2007, making it Britain's most popular spirit. However, recent figures suggest the nation's relationship with the tipple...
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Adding Quality to Value
Retailers are fighting to retain shoppers' spend on own-label lines. Several supermarkets have been looking to make a splash over the past week by relaunching their own-label ranges. In a drive to remind consumers that they still have a competitive...
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Adwatch 29.09.10: WH Smith
Stationer's strategy does not appear to extend beyond 'tout back-to-school discounts'. I don't watch telly on a television set. I get the TV I like or need on the internets and computers (it's all pixels and screens, right?) and if ads are good,...
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Andrew Walmsley on Digital: The New Media Agency
Agencies in all media sectors should be watching and learning from changes in the digital arena. Will Semantic Real-Time Bidding Take On Behavioral Targeting? Faced with questions like this - a headline in a US trade title - it's hard not to...
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Brand Manager of the Week: Rafael Peregrina, Marketing Manager, Goddiva
- Describe yourself in three words. Positive, enthusiastic, stubborn. - How would you define marketing? At a basic level, I am selling something you may want to buy and the very act of me persuading you to buy it is a form of marketing. ...
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Editor's Comment: Waitrose Push Is No Lost Cause
Taking on Tesco is a challenge few relish, and even fewer succeed at. Green MP Caroline Lucas, TV chef Hugh Fearnley-Whittingstall and a handful of local campaign groups have made only limited headway in this respect, while Tesco's 30%-plus market...
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Helen Edwards on Branding: Apple of Their Eye
Marketers should stop trying to ape Silicon Valley's finest and focus on their own brands' heritage. OK, I haven't heard the exact words: 'How can we become the Apple of the fish finger market?' I've come close, though. Marketers love Apple, just...
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Jeremy Lee on Media: Hauled over the Cobbles
ITV's over-reliance on Coronation Street offers a warning to would-be television-empire builders. When Sir Philip Green, the Arcadia tycoon, joined forces with fellow Sandy Lane holiday-resort regular Simon Cowell earlier this year, the worlds of...
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John Lewis Catalogue Backs Fashion Growth
John Lewis has unveiled its first fashion catalogue, as part of a drive to establish itself as a fashion destination. The retailer appointed customer publisher John Brown to create the catalogue, which has a print run of 650,000. It is being distributed...
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Marketing Mole: We'll Call You - the Sunday Times
Mole was shocked to discover this weekend that the local Asda had decided not to stock The Sunday Times so we decided to find out what was the problem The Sunday Times: Hello, can I help you? Mktg: Yes, I hope so. I was disturbed to find that...
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Marketing Mole: Who Does Google Think You Are? - Rob Murray, Marketing Director, Wickes
- The first link is to a story about Wickes appointing Murray to his current role. - The next result pushes to a profile of Wickes on business directory site Hoover's. - Third is the report of a prize-giving ceremony at a high school in the US....
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Marketing Promotion: Pure TV Brilliance from WaterAid
The Thinkboxes winner for July/August 2010. WaterAid's powerful 'Dig toilets, not graves' TV spot, aimed at 35- to 50-year-old professionals to persuade them to regularly donate and petition the government to help improve sanitation in the developing...
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Mondeo Returns to TV with 'Inner Beauty' Ads
Carmaker to embark on first fresh above-the-line activity for model since 2006. Ford of Europe is to launch the first new above-the-line marketing activity for its Mondeo model for four years, focusing on the 'unseen benefits' of the family car....
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MTV Channels in Push to Boost Autumn Audience
MTV Networks UK & Ireland is launching a series of major ad campaigns to promote its pay TV channels in the run-up to Christmas. The broadcaster is rolling out what it describes as 'critical' activity for its Nickelodeon and Comedy Central channels...
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Opinion: The Marketing Society Forum - Should Marketers Admit It Publicly When Their Brands Make Mistakes?
The director of M&S' Plan A sustainability programme recently acknowledged that an eco-kettle he had bought from the retailer, and since delisted, was 'bug ugly' and 'difficult to use'. NO - CHARLES TREVAIL, CHIEF EXECUTIVE, PROMISE The noise...
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Profile: A Spirited Defence
Peter Gutierrez, managing director of Jose Cuervo International, is taking on tequila's negative connotations. Interview by Gemma Charles. As the managing director of Jose Cuervo International, Peter Gutierrez has been persuading his friends to...
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Recognising Excellence
Competition will be fierce for this year's Marketing Society Brand of the Year award, writes Ed Kemp. Last year Comparethemarket.com was voted Brand of the Year at the 50th Annual Marketing Society Dinner. Will the ubiquitous meerkat Alexandr Orlov...
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Simmering Down
The soup sector has many strengths but its value sales are set to stagnate over the next five years, writes Jane Bainbridge. A century ago, UK shoppers could buy Heinz Cream of Tomato Soup only in high-end department store Fortnum & Mason. Today,...
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Sports Marketing: Olympic Promise
London 2012 may seem a long way off, but brands wanting to capitalise on the event need to act now, writes Ed Kemp. In the space of just 17 days - the duration of the Olympic Games - an athlete's dreams can be realised or shattered, but the Olympic...
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The Week in Marketing
- Hoseasons web push UK holiday company Hoseasons Group has appointed Essence to its digital creative account. The digital agency will work across the group's Cottages4you, Welcome Cottages, English Country Cottages and Hoseasons brands to produce...
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Visa Flags Contactless Presence on High Street
Visa Europe is promoting its partnerships with high-street chains that allow customers to pay for items using its contactless technology. A four-week outdoor ad campaign, created by Saatchi & Saatchi, carries the logos of food and coffee outlets...
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What It's Really like Inside: Blinkbox
- How does the team come up with fresh marketing ideas? We rely on research and data to make sure we are always aware of current trends, which we then use to inform our actions. - What are the perks of working for Blinkbox? Because we work...
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