Marketing

Articles from February 1

Adwatch: Marketing's Unique Weekly Analysis of Advertisement Recall in Association with Tns
FIRST CHOICE Ad falls short of making a compelling case for booking a holiday through an agent. Leftover turkey. Thoughtless presents. The X Factor Christmas singles. At this time of year, we all have a lot to get away from, and, as we are told...
And Finally: We'll Call You - Lynx
Mole had been under the impression that Lynx was the sole preserve of teenage boys, so we were curious when we heard it had launched a fragrance for women. Unilever: Good afternoon, you're through to the Unilever care line, how can I help you? ...
A Sense of Change at Davos
Is the World Economic Forum at Davos in Switzerland merely a political talking shop, or can it provide real lessons for marketers to take away? Amanda Mackenzie, chief marketing and communications officer at Aviva and president of The Marketing Society,...
Brand Barometer
VIRAL HIT OR MISS? Social video expert Goviral evaluates Nike's latest viral campaign Nike+ FuelBand Counts The Nike+ FuelBand is a high-tech wristband that helps people track their movement in sport and everyday activities. It will go on...
Branded Content Essays: August Media - Brands and Content: What's the Story?
Creative and strong editorial ideas that actively engage customers have been proven to lead to stunning results for brands, writes Mark Lonergan. 1. LET THE NARRATIVE FLOW Let me tell you a story. A story of real, authentic customer engagement...
Branded Content Essays: Forward - Building a Bridge between Brands and Consumers
High-quality branded content is currently in strong demand, and customer publishers are in the best position to provide it, writes Louise Pearce. We live in a world that's awash with information and overloaded with noise. With app choices to wade...
Branded Content Essays: River - Focus on the Message, Whatever the Medium
Compelling content is the key to a media-neutral strategy for brands that want to make the connection with consumers, writes Dr Nicola Murphy. If I were a betting person, I would put short odds on my esteemed competitors using these pages to make...
Branded Content Essays: Round Table - Tailored Content Hits the Target
Marketing's panellists are forging stronger collaborative relationships with brands and using richer data and insights to ensure the right content reaches the right audiences. Thanks to changing consumer habits and the wide-ranging pressures on...
Branded Content Essays: Sunday - Storytelling Still the Key in a Complicated World
In fast-moving times, brands must regularly re-assess their approach, but engaging with consumers is the vital ingredient, writes Toby Smeeton. Right now the world isn't going quite as well as we might have hoped, particularly for marketers. Economic...
Citroen
The French automotive brand has excelled in innovation, from economy and commercial models to luxury cars. The first Citroen vehicle, the Type A, rolled out of the plant in 1919 The first manufacturer in Europe to use production-line assembly techniques...
Dark Spirits
Brand-owners are taking steps to overcome the perception of dark spirits, such as whisky, as drinks for older consumers by broadening their appeal to a younger audience, writes Jane Bainbridge. MAIN PLAYERS PETER SANDSTROM, Marketing director,...
Eco Packaging
Brands are under pressure to make their packaging sustainable, but does a green emphasis forge a consumer connection, asks Eva MacIntosh. Lightweight Champagne bottles, plastic packs made from plants and disposable milk bags are some of the formats...
Marketing in the Firing Line
When politicians express negative opinions about brands and their advertising, marketers start to worry about regulation. But what should they do to defend their businesses, asks David Benady. Prime ministers and senior politicians love to point...
Marketing Promotion: The Thinkboxes Winner for November/December 2011 - Pure TV Brilliance from John Lewis
The winner of the November/December Thinkboxes award is John Lewis with 'The Long Wait'. For Christmas 2011, the retailer wanted to continue its tradition of releasing a big television ad that would touch and inspire the nation. The film tells the...
More Than a 'One-Cannes Stand'
Some of the UK's biggest brands are built on long-standing relationships with agencies, so is it time marketers stopped reviewing their accounts at the first sign of trouble, asks David Benady. Many leading businesses have relationships with their...
Muller
A failed ad drive has put the brand's UK marketing under scrutiny. Muller is the dominant player in the yoghurt category. Its three core brands, Muller Corner, Muller Light and Muller Rice, pull in annual sales of almost pounds 400m. However,...
Opinion
Every marketer needs to learn how to differentiate between the trends that gain highest prominence and those that really matter. Everyone loves a trends presentation. It's a chance to get out of the office for a few hours, immerse yourself in new...
Shift
What Barbie boasts in beauty, she lacks in social responsibility If the campaign for a bald version of the doll tells us anything, writes Nicola Clark, it is that marketers cannot hide from consumer feedback. She's been a doctor, a vet, a UN ambassador,...
The Marketing Interview: Chris Macleod
The Transport for London marketing director's preparations for the London 2012 Olympics are finally coming to fruition, writes Gemma Charles. It must be up there as one of the toughest marketing challenges of the year: persuading stubborn Londoners...
The Marketing Society Forum: Should Cosmetic Surgery Clinics Use Standard Marketing Techniques?
Companies have been slammed for using tools such as two-for-one deals and Christmas vouchers. NO - SALLY ANN STANLEY, GROUP MARKETING DIRECTOR, HIGHLAND SPRING Any clinical intervention requires people to be managed as patients, not general consumers....
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. - Peugeot's star turn Peugeot last week unveiled Life on Mars star John Simm as the voice of its UK marketing, writes Alex Brownsell. The Doctor...
Yahoo! Aims for Stability with High-Level Reshuffle
Brand parts ways with two most senior European marketers and targets 'bigger ways' to engage. Yahoo! has carried out a major restructure of its European marketing department and parted with its two most senior marketers in the region. James Tipple,...