Marketing

Articles from November 23

Adwatch 23.11.11: Babybel
Ad promoting 'pointless' plastic cheese melter is unfunny and badly edited. The world needs more interesting things. Talented architects make it a better place to live (see Paris). They solve their client's problem, and in the process bequeath something...
Alan Mitchell: Reinventing Marketing - Government vs Marketing's Fault Line
Helping consumers make better decisions is not sexy, but it is a great source of value, and this is reflected in UK policy, writes Alan Mitchell. The way some government ministers have been talking recently, they sound more like consumer activists...
A Marketing Promotion: How Marketing Can Be Sustainable and Top Quality
As Defra calls for direct mail to be made from recycled paper and sustainable sources, Arjowiggins Graphic shows how quality need not suffer when marketers follow best practice. The marketing mix has gone through significant change in recent years,...
Andrew Walmsley on Digital: Changing the Agency Game
The importance of data will upset the balance in the uncomfortable client-agency ecosystem. For as long as anyone can remember in the world of marketers and agencies, the relationship between client and suit has been murky. Often based on personal...
Brand Manager of the Week: Alice Cabanas, Director, Alice Menter Jewellery
- Describe yourself in three words. Loyal, workaholic, empathetic - How would you define marketing? A continuous process of getting your product closer to the people it's made for, communicating with them effectively and engaging them with...
Brands Await Impact of Food-Label Rules Change
UK retailers and brand-owners have admitted that they are 'uncertain' about the impact that incoming European regulations on country of origin labelling on food packaging may have on product lines. From January, under the Food Information Regulation,...
Chupa Chups
Celebrity fans, who include Madonna, have helped make the brand the world's bestselling lollipop. The humble lollipop, a staple of shop counters, is an enduring design classic. With a simple concept and a logo designed by surrealist artist Salvador...
Editor's Comment: TV's a Lively Corpse
'Did you see what I posted on Facebook last night?' Not much of a conversational gambit, is it, and one that hardly competes with, for example, 'What about the chauffeur in Downton Abbey, eh?' For all its shiny new clothes, the irony is that, in...
Emirates Targets Rivals with Facebook Strategy
Brand plans social-media drive intended to boost 'emotional' link to consumers. Emirates is turning to Facebook to build an 'emotional' connection with its customers, as it looks to address its lack of social-media presence. The global airline...
Helen Edwards on Branding: Make My Brand
Customisation can give brands a competitive edge - if customer-satisfaction basics are also fulfilled. Not so long ago, you would walk into a sandwich shop, point to ingredients in bowls or plastic buckets, and watch as they were assembled into...
How to Join the Social Club
A tide of data is becoming available from social-media sources, but how can marketers establish what is useful to their brand, and integrate it with information from other sources, asks Melanie May. Social-media data provides a window into the mind...
Innocent Eyes Festivals Return for London 2012
Majority owner Coca-Cola hopes to extend Olympic tie to include smoothies. Coca-Cola is preparing to expand its Olympic marketing strategy to smoothieand Veg Pots-maker Innocent Drinks, kicking off with the revival of the brand's summer festival....
Marketing Mole: We'll Call You - Jenny Craig
Mole's imaginary husband has been putting on a few pounds recently, which prompted a real-life call on his behalf to the weight-management and nutrition brand. Mktg: Hi, I'm calling up on behalf of my husband, he's keen to lose a bit of weight....
Marketing Mole: Who Does Google Think You Are? - Catherine Kehoe, Lloyds Banking Group
Catherine Kehoe, Brands and marketing director, Lloyds Banking Group - The first link is to a Marketing piece from September about changes to the marketing team at Lloyds. - The second is to a story on the same site, about Lloyds TSB focusing...
Marketing Moment: Virgin Money Acquires Northern Rock Plc
- What has happened? After years of promising to enter high-street banking, Sir Richard Branson was finally granted his wish last week with the purchase of nationalised bank Northern Rock plc. Chancellor George Osborne announced that Virgin Money...
Morrisons Own-Brand Push Hit by Departure
Morrisons has been forced into a reshuffle of its own-brand marketing team after the departure of Danny Micklethwaite less than six months after he joined, and weeks before the start of a major campaign. Micklethwaite, who was head of brand strategy...
Olympus
The optics and imaging company has been hit hard by allegations of fraud, writes Rachel Barnes. Olympus, the Japanese camera brand, has been grabbing headlines for the past month - for all the wrong reasons. It all kicked off on 14 October, when...
Profile: Targeting the High-Flyers
Maria Sebastian, vice-president and managing director EMEA, sales and marketing, at American Airlines. Maria Sebastian, vice-president of sales and marketing at American Airlines (AA), is making a career out of selling the US to the UK. As we...
Small-Screen Debut
Advertising on television is enjoying a resurgence in popularity among brands, writes Andy Fry. A weak economy, the proliferation of digital channels and the rise of ad-skipping might not sound like great news for television as an advertising medium....
Tesco Adds Fashion Lines and Focus on Sportswear
Tesco is increasing the number of brands available on its Clothingattesco.com website, as part of its strategy to become an ecommerce fashion destination. In addition to non-Tesco labels, which sit alongside its own brands F&F and Cherokee,...
The Marketing Society Forum: Is Nostalgia the Lazy Option for Brands When It Comes to Marketing Creative?
Nokia plans to feature its classic Snake game in its marketing activity, while John Lewis has used a track by The Smiths in its latest Christmas ad, just two examples of attempts to tap into nostalgia. NO - TRACEY FOLLOWS, MANAGING PARTNER, HEAD...
The Social Divide
With RBS, HSBC and Manchester United all planning their own social networks, marketers are split on wh ether customised platforms are a better option than Facebook, writes Sarah Shearman. Build it and they will come. This philosophy has worked for...
The Week in Marketing
- Bacardi in Rafa match Bacardi has launched an international Facebook competition where prize-winners get to meet the brand's social-responsibility ambassador, tennis star Rafael Nadal. Facebook users of legal drinking age can try to 'ace' Nadal...
Tough Times
The economic downturn and factors such as the falling marriage rate and the rise of mobiles are affecti ng watch and jewellery sales. For younger people, the concept of wearing a watch to be able to check the time is an anachronism. Telling the...
What It's Really like Inside: Bazooka Candy Brands
- How does the team come up with fresh marketing ideas? The imagination of our target audience is something that inspires the whole team. Kids imagine the world around them in exciting and fun ways and we are passionate about putting ourselves in...