Marketing

Articles from February 15

Adwatch: Marketing's Unique Weekly Analysis of Advertisement Recall in Association with Tns
MCDONALD'S The chain's coffee-range ad is charmingly understated and underpins its brand position Russ Lidstone, Chief executive, Euro RSCG London I was lucky enough to spend many days locked in a darkened room last summer, overdosing on crap...
A Marketing Promotion: Why It's Time to Go Integrated
Case studies show that, with so many channels available, an integrated campaign can lead to excellent results. Social media, smartphones, tablets, QR codes and direct response TV have revolutionised how and where consumers interact with brands....
And Finally: We'll Call You - TripAdvisor
Mole was thinking of opening our surprisingly roomy West London burrow to paying guests. But can we be sure that local rivals can't sabotage our B&B's reviews? Mktg: I'm setting up a B&B. How would my business end up on your site? TripAdvisor:...
Beer
Despite an increase in off-trade sales and the growing popularity of low-alcohol products, the beer industry has been hit by a considerable decrease in revenues since 2006, writes Jane Bainbridge. Main players Chris McDonough, Marketing director,...
Brand Barometer
Last week's 'Social brand tracker' looked at RBS. Now, in 'Consumer voice index' we look at the high-street banking sector. Bonuses and honours-stripping have given RBS an unwanted high profile. Olympic sponsor Lloyds has a relatively small share...
Brand Builder: BrewDog
Will the brewer's upfront attitude work as well in its bars as it has for its beer, asks Gemma Charles. BrewDog, the attention-seeking Scottish brewer, is looking to extend its brand to the pub scene. The self-styled 'beacon of non-conformity' launched...
Guru
A marketer asked to produce a campaign guaranteed to 'go viral' is a marketer under pressure. There are options, however, says Will Harris, including a last-ditch attempt to talk your boss down from the ledge. Q. I'm head of marketing for an insurance...
Life after Clubcard
Clubcard was once the golden goose of marketing, but should Tesco re-evaluate what the scheme means to consumers, asks Alan Mitchell The headlines were shocking. 'Tesco crown slips'. 'Tesco shares crash' Yet, in all the coverage and analysis of...
Lose Control, Win Consumers
Brands are often wary of the uncontrolled nature of CRM conducted through social media, but, used properly, Facebook, Twitter et al can significantly boost the bottom line. As brands become more active in social media, the question is not just how...
Muji
From its supermarket origins to the Museum of Modern Art, good value and efficiency remain at Muji's core. Muji began life as an own-label range from Japanese supermarket Seiyu in 1980. The Mujirushi Ryohin (meaning 'No-label quality goods') offering...
Opinion
Advertising agencies in the habit of 'curating' ideas rather than creating them run the risk of doing themselves out of a job. Advertising agencies like to celebrate the creativity that defines them. It is why clients commit time and money, and...
Profile Builder: Who Google Thinks You Are ... Barnaby Dawe, Incoming Chief Marketing Officer, HarperCollins
- The first link is to Marketing's report of Dawe's appointment by HarperCollins. - The next two results relate to the same news, on publishing-trade sites. - The fourth link is to a further story on his appointment, on cmo.com. Verdict This...
Shift
The fusion of the online and offline world is a key trend for marketers, but, warns Nicola Clark, they should focus on what's real. You cannot rewrite history; you can however, edit your Facebook profile Drunken nights out, questionable outfits...
Sony Ericsson Boss Exits amid Relaunch
David Hilton departs handset manufacturer as it readies first Sony smartphone. Sony Ericsson UK & Ireland marketing director David Hilton has left the company, as the mobile firm starts to centralise its marketing ahead of its planned rebrand...
The Marketing Forum: Have Olympic Organisers Gone Too Far by Taping over Logos on Toilets?
London 2012 chiefs are masking corporate branding on facilities at stadia ahead of the Games. YES - VIKI COOKE, CO-FOUNDER, BRITAIN THINKS When I read this piece I had to check the date. Of course, sponsors have invested substantially and their...
The Marketing Interview: Will Orr
The British Gas marketing director and former adman is keen to promote the energy supplier as a positive force, writes Matt Chapman. Horror stories about pensioners being unable to afford heating this winter have again made the energy sector Britain's...
The Social Monitor: Brands Look for Love in Tough Times
Social media makes it easier for brands to capitalise on one-off events like Valentine's Day. The latest Social Monitor examines which brands are in the mood for love and which could be left on the shelf this year. Valentine's Day may occur only...
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. - Pepsi and Coke fill war chests Coca-Cola and PepsiCo have reignited the cola wars by reinvesting money saved through operational cost savings or...
Twitter's Branded Venture
The platform has launched its branded pages, but are they valuable enough to persuade companies to p art with pounds 25,000 for the privilege of operating one, asks Sarah Shearman. Twitter stepped up its brand charm offensive earlier this month...
VisitBritain Sets Its Sights on Tourists beyond the Olympics
The organisation is launching the 'Great' campaign worldwide, writes Loulla-Mae Eleftheriou-Smith. The government may be cutting back at home, but it's still spending abroad. Jeremy Hunt, secretary of state for the Department of Culture, Media,...