Marketing

Articles from July 1

A Change for the Better
Companies need to be nimble and brave if they are to survive the recession. For many marketers this means completely overhauling the way they work and instituting a fresh corporate structure, writes David Benady. As corporations get bigger, inevitably...
Adwatch 01.07.09: PC World
The retailer has taken a giant leap with ads repositioning it as a home-entertainment chain. CRAIG MAWDSLEY, Joint head of planning, Abbott Mead Vickers BBDO It's tough being in retail during a downturn. Any discretionary purchase gets cut out,...
Andrew Walmsley on Digital: Catching the Wave
Google's latest project may herald the first fundamental change in online communications in 40 years. In his 1843 annual report to Congress, then-US patent office commissioner Henry Ellsworth submitted that 'The advancement of the arts, from year...
Brand Manager of the Week: Frannie Santos-Mawdsley, Marketing Manager UK & Ireland, Pyrex
- How would you describe marketing? The art of identifying consumer needs and communicating your value proposition. - What advice would you give someone starting their marketing career today? Don't be too rigid with your plans. Have a goal...
Dairylea
The cheese brand has been hit by healthy-eating concerns and ad restrictions. Perhaps the processed cheese brand's most famous strapline was 'Kids will do anything for the taste of Dairylea'. However, judging by recent Mintel sales figures for Dairylea,...
Design Leagues
Design agencies are being called on to demonstrate their adaptability as the tough economy and brands' evolving needs are combining to demand a more holistic service, writes Scott Billings. In the wider world, beyond consumer products and services,...
DSGi Regroups
DSGi has revamped its retail brands' strategies, but new rivals could derail its plans. Electrical retail group DSGi is behaving a bit like London buses - you wait an eternity for a new brand strategy, and then two come along at once. Hot on...
Editor's Comment: Another Way for Green Claims
The Marketing Society's tie-up with The Prince's May Day Network to develop a common language for environmental claims should be met with both applause and trepidation. On the one hand, it is high time the industry presented a united front on green...
ESPN's Tactical Challenge
The US broadcaster must perfect its game plan to succeed where Setanta failed. The only encounter many Brits will have had with the Entertainment Sports Programming Network (ESPN) is seeing it satirised in the blockbuster US comedy film Dodgeball....
Helpline
Joe Thomas takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. THE RIGHT ADDRESS Q: We need to buy clean lists for a new marketing campaign. Having had bad experiences with dirty data...
In the Mix
Favoured for its versatility by young, nightlife-loving drinkers, vodka is bucking the trend of a shrinking spirits market. When it comes to the British and spirit-drinking, vodka leads the way; its sales having over-taken those of whisky in 2007....
Lil-Lets Rolls out Direct Comparison Campaign
Feminine hygiene brand Lil-lets is backing its launch into the applicator tampon market with an aggressive ad campaign that takes on rival Tampax. Lil-lets has taken the unusual step of sending samples to consumers both of its own products and those...
Marketing Mole: We'll Call You - NatWest
Ma and Pa Mole are thinking of moving to the Scilly Isles, but never got the hang of cashpoints, let alone internet banking. Does NatWest's van go their way? NatWest: Hi, you're through to (name) at NatWest, how can I help you today? Mktg: Hi,...
Marketing Mole: Who Does Google Think You Are? Andrew Morley, Motorola
Vice-president of marketing for mobile services, EMARA, Motorola - The first and second results take us to the website for an artist of the same name. - The third is a link is to an old Marketing profile of Motorola's Andrew Morley. - The fourth...
Mark Kleinman on Marketing and the City: Selling a Vision of Growth
A bold, marketing-led approach would help companies catch the eye of investors as the economy rallies. Green shoots or illusory weeds? That has been the biggest question stalking the City and the rest of the economy for weeks. Until we get a definitive...
Mark Ritson on Branding: Murray Lacks Becks' Appeal
The Scots tennis player is winning fans on the court, but his credentials as a brand are less obvious. This weekend, if the papers are to be believed, we might see the first British men's finalist at Wimbledon for more than 70 years. I am not convinced...
May Day Alliance Eyes Environmental Ad Code
The body's first meeting gave rise to a raft of proposals, writes Alex Brownsell. The Marketing Society May Day Alliance, a partnership between The Marketing Society and Prince Charles' May Day Trust, held its inaugural meeting last week. The...
Opinion: Can Woolworths Capture the Public Imagination as an Online Brand?
The iconic name has re-emerged following its acquisition by Shop Direct Home Shopping. Now Woolworths must find a way to convince consumers of its credentials in a clicks-only environment. MAYBE - RAOUL PINNELL, CHAIRMAN, STRATEGIC INVESTMENT PARTNERS...
Profile: Outside the Mainstream
Russell Braterman, marketing director at Phones4U, is going all out to push the brand's anti-establishment stance. Interview by Fiona Ramsay. Russell Braterman is not losing any sleep over his brand's recent spat with The Scout Association - far...
Symbolic Gesture
The decision to axe or tweak a brand's logo should not be taken lightly, writes Amy Golding. Brand icons are designed to last, but not all do. Take, for example, Bank of America Merrill Lynch. Last month, it unveiled a fresh visual identity following...
The Week in Marketing
- Kellogg ad push Kellogg is to spend more than pounds 80m on marketing its brands in 2009. Speaking at an industry event, Kellogg marketing director and general manager, snacks, Kevin Brennan, said there would be 'more media pressure' on the company...
What It's Really like Inside: Brothers Cider
- Describe the marketing team in three words. Matthew, Nikki, Phil. - Does the team socialise outside office hours? We are always finding ourselves at different ends of the country, so there is no Brothers 'local'. However, we always make...