Marketing

Articles from November 30

Adwatch 30.11.11: Aldi
The discount supermarket's campaign has given it a warm, human face for the first time. So let's get this out there straight away. I chose to write about the Aldi ads because I like them. I liked them before this table alerted me to them. I saw...
Andrew Walmsley on Digital: The Future of Brainpower
When technological developments outpace us, we have to be ready to deal with the consequences. Despite having worked in marketing services for 20 years, it has occasionally crossed my mind that other people might just be smarter than me. Sometimes...
Brand Manager of the Week: Anna Holloway, Head of Marketing, Look Fantastic
- Describe yourself in three words. Positive, energetic, friendly. - How would you define marketing? The basics centre on applying common sense and seeing the bigger picture. It's also about being creative, making decisions and aiming to make...
Editor's Comment: China: The Next Marketing Power
Growth. China. Two words that appear so often in the same sentence they are practically synonymous. China has more than proven itself as a manufacturer. But as a marketer? Until very recently, the average consumer would struggle to name Chinese brands...
Food Advertising Unit to Study Effect on Kids
The Advertising Association (AA) is understood to be preparing a research project into the food advertising viewed by children, in response to the government's crackdown on 'inappropriate' marketing to the under-16s. The AA's food division, the...
Getting to Grips with the Second Screen
The television's role at the heart of the living room has been under threat for some time, so broadcasters and brands must embrace the concept of the second screen, writes Nicola Clark. In the good old days the ad break in Coronation Street would...
Helen Edwards on Branding: Virgin Modesty
Sir Richard Branson's brand escapes public anger because it understands the nation's petty envies. The British have a contradictory attitude to wealth. When just two individuals recently shared a pounds 160m capital gain, and paid not a penny in...
Jogging along Nicely
The proliferation of discount retailers, both on the high street and online, has helped this sector hold up well during the downturn, writes Jane Bainbridge. As we approach Olympic year, our relationship with sport is complex While there had been...
Levi Roots
Will the revelation that the founder's sauce-origin story was fictional hit sales, asks Rachel Barnes. Few brands have truly authentic personality, but when Levi Roots burst onto our small screens, his charm winning over the audience of Dragons'...
Marketing Mole: We'll Call You - eBay
Mole's a fiend for auction sites: in fact, you could call us a Power Buyer - if it's BNWT, we're there. So we were thrilled to think eBay might be hitting the high street (Having listened to an automated list of options, none of which is relevant...
Marketing Mole: Who Does Google Think You Are? - Oliver Rudgard, Marketing Director, Tyrrells
- The first link is to a profile of Rudgard in The Grocer. - The second link is to a story in Marketing about his appointment. - The third reference is to a search-results page from Marketing, including a link to a profile of Rudgard. - The...
Marketing Promotion: Print's Powerful Return
Brands are playing to print's strengths in this era of integration Marketing association PrintPower brought industry experts together to tell us how and why. Print is the new cool, if a meeting of marketing minds brought together by Marketing and...
Marketing Promotion: The Thinkboxes Winner for Sep/Oct 2011 - Pure TV Brilliance from Yeo Valley
The winner of the September/October Thinkboxes is Yeo Valley with 'Boy band'. The dairy brand's spot featuring rapping farmers provided one of last year's most memorable ads, and it was keen to build on that success. As part of its strategy to make...
Opinion: The Marketing Society Forum - Do Shock Tactics Such as Benetton's Latest Campaign Still Work in 2011?
The brand's 'Unhate' campaign, which depicts world leaders kissing, marks a return to the spirit of its advertising in the 90s, but some doubt that such images can have the same impact today. YES - STEPHEN ROBERTSON DIRECTOR-GENERAL, BRITISH RETAIL...
Profile: Steering Ford into a New Age
Anthony Ireson, marketing director at Ford of Britain, brings a breadth of experience to his push for new-car sales. Interview by Alex Brownsell. For a man in a senior role to wear a tie in the workplace is hardly unusual, but the fact that Ford...
Sales Agencies Stake a Claim to Digital Prize
Sales promotions agencies are evolving beyond on-pack activity as they push their credentials for online work. Sales promotions agencies are seeking to storm the world of social media and acquire a reputation for work that extends beyond merely...
Sennheiser: A Commitment to Research Has Helped the Brand Produce a Long Line of Successful Audio Products
Audio pioneer Dr Fritz Sennheiser, who died last year, was renowned for producing professional and personal audio equipment, a significant legacy for a man who had initially wanted to be a landscape gardener. Sennheiser chose electronics and engineering...
The Chinese Are Co Ming
Exclusive research shows that awareness of Chinese brands in Europe is low, but experts say that is about to change. By Rachel Barnes and Sarah Shearman. The business and financial worlds seem to be obsessed with China, but consumers in Europe are...
The New Face of Retail
As shopping in a social context takes off, brands are starting to experiment, writes Adam Woods. If digital trends are quantified by the comment they generate, the explosion in popularity of Facebook stores would already seem to be a pretty hot...
The Week in Marketing
- Suisse exhibits app Credit Suisse has launched an app to run alongside its sponsorship of The National Gallery's exhibition 'Leonardo da Vinci: Painter at the Court of Milan'. The app, created by Euro RSCG London, allows users to explore a 3D...
Thomas Cook Launches Crisis Ads
Thomas Cook has rolled out a consumer campaign to reassure the public that their holidays are 'in safe hands', as the tour operator attempts to cope with a 'deterioration' in trading. The travel brand hit the headlines last week as it struggled...
Ultimo to Enter FMCG Arena with Beauty Line
Lingerie brand Ultimo is making its first foray into FMCG products with the launch of a branded beauty range. MJM International, which owns the brand, is developing beauty products that include face cream and fake tan. The range is set to arrive...
Virgin Media to Launch Targeted TV Ad Service
Brand plans to offer addressable ad platform up to 12 months before rival Sky. Virgin Media is set to unveil an addressable advertising service in the second quarter of 2012, thus beating its rival Sky to the punch. The service will allow ads...
What It's Really like Inside: Telefonica Multinational Solutions
- How does the team come up with fresh marketing ideas? We work with 250 customers; a relatively small number, but they are some of the world's biggest corporations. Our challenge is to communicate Telefonica's value proposition to them in a convincing...