Marketing

Articles from June 27

Adwatch
Marketing's unique weekly analysis of advertisement recall in association with TNS. Wonga.com Loan brand's ad is strikingly effective, which must prompt further debate about its ethics Richard Huntington, Director of strategy, Saatchi &...
Brand Barometer
In 'Social brand tracker' and 'Viral hit or miss?' this week, we assess Coca-Cola's social-media output, which engages fans and followers with a steady stream of fresh and varied content. While it is easy to have an 'always on' social-media strategy...
Brand Manager of the Week: Dan Daly, Head of Consumer Marketing, Auto Trader
- Describe yourself in three words. Frank. Semi-youthful. - What would you be if you weren't a brand manager? Professional racing driver ... Ferrari hasn't called yet. - What advice would you give someone starting their marketing career?...
Cannes Lions Festival 2012
Delegates at the international advertising festival in Cannes last week were keen not only to celebrate creativity, but also to explore its positive impact on the bottom line, reports Noelle McElhatton. Most industries have global meeting places....
Deposit and Savings Accounts
Saving may be difficult, but deposit accounts are a key sector for bank brands. KEY TRENDS - Popularity There is high penetration: about 67% of adults have a taxable savings account and 45% a cash ISA. Ownership of savings products increases...
Guru
John Lewis' ads seem to win every award going, writes Will Harris, but what should you do if your boss has unrealistic hopes of matching that success? Q: We're briefing our ad agency on a campaign, and the fact that John Lewis ads are scooping every...
Innovation Ensures Success
Brands seeking to connect with consumers in person need to take a creative, integrated approach, writes Suzy Bashford. Field marketing is becoming ever-more important because of - not in spite of - the fact that we live in an increasingly virtual...
Leap of Faith
After years of work, the moment of truth is almost upon Olympic sponsor brands. Here, senior marketers talk about what they've learned from their involvement with the greatest sports show on earth. The waiting is almost over. With the London...
Lord Coe Urges Sponsors to Explain Their Olympic Role
LOCOG chairman says he has communicated the reasons for and benefits of brands' involvement. Reluctance by Olympic sponsor brands to promote their role in staging the London 2012 Olympics has helped fuel negative media coverage of their involvement,...
Monocle
The 'global briefing' magazine that has developed into a lifestyle brand has design-led thinking at its heart. The stylishly upscale magazine Monocle launched in February 2007. The brainchild of Tyler Brule, it now encompasses print, web and broadcast,...
Opinion
The generation of good ideas is far from a simple, instructible process, so in business it should be left to creative minds. Since ideas are the currency of our industry, there is great interest in how we can encourage their generation, especially...
Profile Builder: Who Google Thinks You Are ... John Edwards, Global Brand Director, Land Rover
- The first link is to Edwards' LinkedIn page. - The second pushes to Land Rover's Wikipedia page. - The next two link to the Jaguar newsroom. One reference is to Edwards speaking in New Delhi; the other is an interview with him. Verdict:...
Shift
The rise of 'Alpha-Maintenance Woman', who is prepared to stop at nothing in her quest for perfection, represents a core shift for brands, writes Nicola Clark. For any readers currently having their hackles raised by Big Brother, let me introduce...
Tech
High-street chains should make greater use of data visualisation techniques to improve how they communicate with consumers and staff, writes John V Willshire. While I was at university, I worked in a succession of high-street jobs: book stores,...
The Huffington Post
After an underwhelming first year in the UK, the site has readied a fresh campaign. The Huffington Post, the phenomenally successful news and current affairs site, which was launched in the US in 2005, has won plaudits there for its pioneering approach...
The Lottery Challenger
The Health Lottery's Martin Hall says it has a wealth of innovation up its sleeve. When The Health Lottery burst onto the scene last autumn, with a campaign featuring characters with rainbow Afros and a voiceover by Brian Blessed, the burning question...
The Marketing Society Forum: Will Investment in Bespoke Domain Names Add Value to Brands?
Brands are applying for the new top-level web domain names, from .app to their own monikers. NO - ANDREW WARNER, SENIOR MARKETING DIRECTOR, EXPEDIA EMEA I haven't seen any evidence that consumers have been screaming out for thousands of new domain...
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. - Microsoft unveils Surface tablet Microsoft is to enter the tablet market with a Microsoft Surface family of devices, unveiled at an event in California...
We'll Call You: Microsoft
The launch of the manufacturer's Surface tablet left Mole unable to decide whether we should splash out on an Apple iPad or wait for Microsoft's latest offering. Microsoft: Hello, Microsoft customer service, how can I help? Mktg: I read in the...