Marketing

Articles from November 9

Adwatch 09.11.11: John West
Ad misses the chance to highlight an interesting initiative more effectively. Beeker Northam, Executive strategic director, Dentsu London John West has often struck me as an interesting company. I don't know anything about its products or the...
A Marketing Promotion in Association with Yomego: Olympic Sponsors Make the Running in Social Media
The Social Monitor With London 2012 looming, sponsor brands are aiming to engage with consumers on a more intimate level. In the first of a series of reports, Marketing examines brands' social-media strategies in detail London 2012 is just nine...
Andrew Walmsley on Digital: Still Playing Discount Chicken
More consumers than ever are using the internet to get the best possible deals. Why the surprise? Readers with keen memories will recall Tracey's discount chicken (bit.ly/u8Qzon), the subject of this column back in February 2009. For those who...
Brand Manager of the Week: Natalie Cowen, Head of Brand and Communications, First Direct
- Describe yourself in three words. Calm, passionate, thoughtful. - Define marketing. A way of telling people why they should buy your product/service. - What would you be if you weren't a brand manager? The first female F1 driver or...
Brand of the Year 2011 Shortlist
As expected, The Marketing Society Brand of the Year 2011 award, in association with ITV and Marketing, is being hotly contested. Anyone who thought that brands would become insignificant during the downturn has been proved wrong. The candidates...
Connecting with Customers
More retail brands are offering wi-fi to boost the in-store experience, writes Jennifer Whitehead. Everyone's at it: McDonald's was the first big fast-food chain, Pret A Manger has been doing it since 2008, and now John Lewis has joined other recent...
Design Essays: Design Bridge - Catch Me If You Can
Scanning the shelves for novel propositions is usually a disappointing event - and probably even more so today, after months of austerity and innovation lethargy. Now, just imagine the average consumer in the supermarket aisle doing the 'rush hour'...
Design Essays: Elmwood - Antidotes for Anxious Times
Are you sick to the back teeth of hearing about how bankers and politicians have got us all into this financial quagmire? I certainly am. I can't deny that I'm pissed off that, having taken 30 years of risk to forge a business, create jobs and generate...
Digital Report: Ecommerce - the Great Ecommerce Opportunity
Ecommerce is revolutionising the business landscape and, as every brand has the potential to become a retailer, the stakes are high, writes Adam Woods. Two-thirds (65%) of chief marketing officers feel under-prepared for new channels, while 68%...
EA Claims Twitter Ads Exceeded Expectations
Brand reports impressive engagement statistics on 'promoted tweet' campaign. The first publicly available analysis of Twitter's 'promoted tweet' products in the UK suggests that consumer engagement levels have been well above average. In September,...
Editor's Comment: Fresh Blood for Post-Jobs Apple
After a suitable period of mourning for its deceased leader, Apple is back to reality. 'Being the richest man in the cemetery doesn't matter to me,' Steve Jobs once said, and it may be true that he was not overly concerned about his personal wealth....
FA Seeks Sponsors for English Football Centre
The Football Association (FA) is on the hunt for sponsors for its National Football Centre, due to open in 2013. Potential sponsors are being offered both branding and experiential marketing opportunities at the 330-acre site, which is located at...
Get the London Look
Exclusive research reveals how brands can tap into the focus on London next summer and ride the 2012 Olympic Games wave, writes Nicola Clark Retailer JD Sports reported that it lost pounds 700,000 worth of stock - the equivalent of 200,000 pairs...
Helen Edwards on Branding: Sixty Is the New Old
Marketing to old people is increasingly important for brands as the median age of Europeans rises. You can tell ageing is considered a misfortune by the euphemisms people reach for to denote it. 'Advancing years', 'senior citizen', 'silvers' Even...
Marketing Design Showcase 2011: Marketing Can Be Better by Design
The 2011 Marketing Design Awards attracted a high standard of entries, writes Kim Benjamin Brands such as Apple, Nike, Sony, IKEA and Bang & Olufsen are defined by their design. It is what gives them their competitive edge, prompting consumers...
Marketing Mole: We'll Call You: The Health Lottery
Like Smashie and Nicey, Mole does a lot of great work for charidee. So we were keen to find out which local causes stand to benefit from The Health Lottery. Mktg: I live in Hackney and want to know which local causes benefit from The Health Lottery....
Marketing Mole: Who Does Google Think You Are?: Rob Moss, Global Marketing Director, My-Wardrobe.Com
- The first two links are to Moss' LinkedIn profile. - The third is to a story on the Marketing site about him joining My-Wardrobe.com from Lastminute.com. - The next link is also to Marketing, and is a profile piece on Moss. - The fifth is...
Nintendo
Sales of the 3DS failed to hit target, while its next-gen console is yet to appear, writes Rachel Barnes. Nintendo has long been a favourite of video-game fans, from its arcade games in the 70s to the multi-million-selling Wii console in the 2000s....
On
The inventive Swiss running shoe brand has made an impact in less than two years on the market. The running shoe company formed in January 2010 by Olivier Bernhard, David Allemann and Caspar Copetti aims to 're-invent' running through an innovative...
Opinion: The Marketing Society Forum
Are consumer-review sites such as TripAdvisor a danger for marketers? Negative reviews are damaging for businesses, but a restaurant in Worcestershire has fought back, by initiating defamation proceedings against the website after it flagged up...
Profile - Continental Shift
Matthew Barwell, consumer marketing director for Diageo Western Europe, does not view his job as a 'poisoned chalice'. Matthew Barwell, the consumer marketing and innovation director for Diageo's Western Europe (WE) division, is a self-confessed...
Smaller Devices Mult Iply Sales
The consumer computer market is in robust health, with 40% of homes owning two or more tablets, lap tops or desktop machines, writes Jane Bainbridge. Although the consumer computer sector is inevitably fast-changing, the arrival of the tablet with...
The Mobile Challenge
Mobile was slow to take off, but the proliferation of smartphones has revolutionised the customer journey and made it impossible to ignore the role of this marketing channel, writes Nicola Clark. Marketers would be forgiven for believing it has...
The Week in Marketing
- Ryanair charity drive Ryanair is publishing another risque calendar to raise money for charity, featuring a line-up of 13 female cabin crew members. This year the airline promises to donate all proceeds from the pounds 10 calendars to the 'butterfly...
US Unveils Global Brand Identity to Lure Tourists
The US government is to roll out its first global consumer brand promoting travel to the country, with the aim of reversing the trend of declining numbers of visitors. Brand USA, a public-private organisation, was launched this week and aims to...
VW Launches Golf GTI Viral Anniversary Work
Volkswagen (VW) is rolling out its biggest UK social-media campaign to date to promote the 35th anniversary of its 'hot hatch' Golf GTI. The online and experiential activity, created by DDB UK, will centre on a series of viral videos to be hosted...
What It's Really like Inside: Shopzilla
- How does the team come up with fresh marketing ideas? We have regular workshops and brainstorming sessions with representatives from all departments, to create and plan campaigns. - What are the perks of the job? There are too many to list....
Your Brand in Their Hands
Brands are starting to use consumers as field marketing agents, but will this lead to a decline in quality, asks David Benady. Hardly a day goes by without a field marketing agency launching a shiny innovation for checking that stores are stocking...