Marketing

Articles from January 13

Andrew Walmsley on Digital: Google's Value Nexus
The company's launch of a smartphone is predicated on maximising its search revenue streams. As we enter a new decade (pedants can ignore this), it's encouraging to see that even the most cutting edge of companies is not afraid to copy its competitors...
An Ongoing Exercise
Despite being hit by the recession, the sector is well-placed to recover as the effects of the downturn beg in to alleviate, writes Jane Bainbridge. The desire to be fit and healthy is as strong today as ever, although many people find it difficult...
Barclaycard to Roll out 'Waterslide' Ad Sequel
Barclaycard is launching a sequel to its landmark 2008 'Waterslide' ad, as it looks to drive take-up of its contactless payment products. The campaign, entitled 'Rollercoaster', is part of a long-term strategy to encourage consumers and businesses...
Brand Manager of the Week: Gerry Walker, Brand and Sales Director, Redfoot
- Describe yourself in three words. Active, enthusiastic, ambitious. - How would you define marketing? Simple selling. - What would you be if you weren't a brand manager? More relaxed. - What advice would you give someone starting...
Cheap, Not Cheerful
They may grab our attention and then worm their way into our subconcious, but some commercials are memorable for all the wrong reasons, writes Nicola Clark. While 2009 may have been a tough 12 months for the industry, it was a vintage year for irritating...
Editor's Comment: Here's to Co-Operation
It's no coincidence that a group of MPs has chosen this annual 'detox' period to call for tougher restrictions on the way alcohol is promoted in the UK. The measures being put forward by the Health Select Committee - a ban on pre-watershed TV ads,...
Eurostar
The rail operator's image has been tarnished just as its monopoly comes to an end. It resembled a scene from an overdue sequel to 80s comedy Planes, Trains & Automobiles. The images of thousands of Eurostar customers stranded by snow that was...
Making the Connection
Google's mobile phone launch is about the future of the web, not the hardware. The web is going mobile and Google is betting the bank on it by making a play to control the way consumers surf the internet from their phones. The company has unveiled...
Marketing Mole: We'll Call You - the AA
Mole's long-serving Robin Reliant may not be very long for the road, especially with the wintry weather, so we put in a call to the AA to get some advice. AA Breakdown service (name) speaking, how can I help? Mktg Hi, I've just bought a car and...
Marketing Mole: Who Does Google Think You Are? - Ali Jones, Marketing Director, Debenhams
- The first link is to the website for Ali Jones, a radio presenter and voiceover artist. - The next result refers to an Alison Jones riding school. - The third pushes to the page for another Ali Jones on a memorial website. - Next is a Facebook...
Mark Kleinman on Marketing and the City: Look for the Silver Lining
None of us has a magic wand to fix the economy quickly, but there are still grounds for optimism. Most British business leaders could not have bid farewell to 2009 with any greater zeal. Most senior marketers, I suspect, will have shared that sentiment....
Mark Ritson on Branding: The Whether Forecast
Many big brands will be challenged and may fall by the wayside this year, while China is on the up. Imagine picking up Marketing on 13 January 2000 and reading an accurate prediction of the events of the decade to come. Back then, would you have...
MPs' Proposals Raise Ire of Alcohol Industry
Drinks trade figures have slated health committee's report. Manufacturers, retailers and advertising bodies have reacted angrily to the Health Select Committee report on alcohol policy which was published last week. The committee was wide-ranging...
Nutritional Therapy
Brands may face further strictures under the government's 'Food 2030' strategy. With food brands already grappling with the vagaries of changing consumer behaviour caused by economic uncertainty, few will welcome the possibility of further statutory...
O2 to Offer 6 Nations Rugby Screenings in 3D
O2 has become the first brand to associate itself with the 3D movie trend by offering rugby fans the chance to watch England's 6 Nations games in cinemas across the country. The mobile operator will next month offer its customers first refusal to...
Opinion: The Marketing Society Forum - Can Brands Afford Not to Be Shown on Price-Comparison Websites?
Price-comparison sites are enjoying a surge in popularity among consumers, yet some brands, such as insurers Aviva and Direct Line, have made their non-participation in them a marketing focus. NO - ANDREW HAWKINS, MANAGING DIRECTOR, DCH Only...
Profile: Experience at a Premium
Roisin Donnelly, corporate marketing director, UK & Ireland, at Procter & Gamble, has just won a key industry role. Interview by David Benady. You have to wonder where Roisin Donnelly finds the time. As if running the UK's biggest consumer...
The Best Medicine
The sombre mood adopted by banks during the recession is beginning to lighten. When Halifax brand ambassador Howard Brown danced off our screens in 2008, it appeared to mark the end of an era of humorous advertising for financial services. The...
The Week in Marketing
- Cravendale fresh ad Cravendale has released the latest in its series of animated TV commercials aimed at conveying the freshness of its milk. The campaign, created by Wieden & Kennedy, features the brand's Cow, Cyclist and Pirate characters...
What It's Really like Inside: The Natural History Museum
- What are the perks of the job? The subject matter, which allows for lots of creativity. - Describe the marketing team in three words. Passionate, cheeky, excited. - How do you come up with fresh marketing ideas? Everything starts with...