Marketing

Articles from May 16

Adwatch: Marketing's Unique Weekly Analysis of Advertisement Recall in Association with Tns
BIRDS EYE The brand's 'Polar bear' ad is memorable, but does not generate brand love ZAID AL-ZAIDY - Chief strategy officer, TBWA\London I like the Willem Dafoe's-voice-enabled 'Polar bear' campaign. The actor helps the brand perform a strong...
And Finally: We'll Call You - McVitie's Jaffa Cakes
Mole is a big fan of the much-disputed orangey goodies - are they really a cake or biscuit? - so was excited by news of the launch of a milk-chocolate variant McVitie's: Hello, McVitie's customer care. Mktg: Hi, I saw something in the paper the...
Betting Shops
Gaming machines are improving the odds for growth in a stagnating market. MAIN PLAYERS - Kristof Fahy, Chief marketing officer, William Hill Before joining William Hill, Fahy was vice-president of international marketing for Yahoo!, which...
Brand Barometer: Viral Hit or Miss?
This week I learned that Subway UK's Facebook page has overtaken its McDonald's equivalent in terms of the number of 'likes' it has received. While 'likes' are not the be-all and end-all, given the superior spending power and brand fame of its rival,...
Brand Manager of the Week: Natasha Whiting, Event Manager UK, OnePiece
- Describe yourself in three words. Caring, energetic and spontaneous. - How would you define marketing? Fast-paced, ever-changing and exciting. - What advice would you give someone starting their marketing career? You must be prepared...
Guru
A rebrand of your customer insight division, coupled with a minor reorganisation, can go a long way toward making your leadership look dynamic and contemporary, writes Mhairi McEwan. Q: I am reviewing my customer insight division, which, under our...
McDonald's Adds Content Hub to Sustain UK Revival
US chain continues to shrug off negative image with social-media-focused customer website. McDonald's is replacing its consumer dialogue website with a new portal, WhatMakesMcDonalds.co.uk, marking a key milestone in its transformation of the UK...
Opinion
Marketers must get hands-on with their brands, so that they experience them in the same way consumers do. One of the most profound differences between the act of consuming a brand and the task of marketing it is the degree of intimacy involved....
Paul Smith
Standout design has made the fashion brand a success in the UK and abroad. As legend has it, sport's loss was British fashion's gain after Paul Smith, then a keen amateur cyclist, collided with a car while out riding. The Nottingham lad's dream...
Power 100
Power is an attribute many marketers crave, yet it is hard to attain and just as difficult to quantify. Our guide to the UK's top marketers reveals the industry's boldest and brightest figures in 2012. Marketing's annual list of the discipline's...
Power 100 - (46-100)
46: TONY WANG - General manager, Twitter UK Wang was appointed in May 2011, and his work has bolstered Twitter's reputation for having an honest and straightforward approach. A popular figure in the industry, Wang's brief includes helping the...
Profile Builder: Who Google Thinks You Are ... Rob Lowe
Outgoing head of home console marketing team, Nintendo UK, and incoming marketing director for consumer products, BBC Worldwide - The first link is to Gamespot.com and an interview about the launch of the Wii. - The next link is to Mcvuk.com about...
Shift
'No-collar workers' frustrated at the lack of flexibility in the workplace can revolutionise established practices, writes Nicola Clark. A colleague recently interviewed a man who claimed he was 'too busy to go the toilet'. What does he do? Is he...
Tech
The biggest waste of money for many brands is developing features that no one uses. Graham Oakes explains how lean start-ups ensure that they don't make such mistakes. Systems development wastes a lot of money. Bugs. Delays. Software that simply...
The Marketing Society Forum: Will Foreign Ownership of British Brands Affect Their Marketing?
A state-owned Chinese group, Bright Food, has bought a 60% stake in cereal company Weetabix. MAYBE - CELIA PRONTO, MARKETING AND ECOMMERCE DIRECTOR, FORD RETAIL GROUP British brands have expanded internationally by exploiting their reputation...
The Truth about Lying on Your CV
Former Yahoo! chief Scott Thompson denied lying on his CV, but the story is a reminder of the danger of 'embellishing' credentials as social media transforms recruitment, writes Suzy Bashford. What has happened to former Yahoo! chief executive Scott...
This Week
HOVIS ADDS BRITISH FARMERS LOAF Premier Foods is ramping up its association with British farmers with the launch of a premium Hovis loaf, writes Sarah Shearman. The British Farmers loaf, available in wholemeal and white variants, is made from...
Twitter: UK Companies 'Driving Ad Innovation'
UK brands are 'leading the charge' in the way they use Twitter's ad products, according to Tony Wang, the social-media platform's UK boss. More than 140 brands, many from the FMCG sector, have invested in advertising on Twitter since it launched...
Vertu
The luxury mobile handset brand is being sold by its parent company, Nokia, writes Kim Benjamin. Vertu made its name more than a decade ago by producing mobile handsets encrusted with precious stones and providing a personal concierge service for...