Marketing

Articles from February 23

Adwatch 23.02.11: Aviva
The insurance brand's latest Paul Whitehouse ad takes a disappointingly serious tack. In this commercial, Paul Whitehouse plays a man watching his family pack for a holiday. At various points we cut to close-ups of them wistfully missing their dad,...
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BA's Bumpy Ride
Airline marketer 'churn' may be a symptom of deeper malaise, writes Loulla-Mae Eleftheriou-Smith. British Airways is in a tight spot. The slow and steady build-up of negative press surrounding the airline, from allegations of price-fixing to long-running...
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Because You're Still Worth It
The country may be in the middle of an austerity drive, but consumers are still willing to treat themselves, writes Nicola Clark. There are very few marketers who would describe 2010 as a 'vintage year'. Yet this is exactly how Bernard Arnault,...
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Brand Manager of the Week: Al Cross, Brand Manager, Halewood
- Describe yourself in three words. Could try harder. - How would you define marketing? What is my point, and why should you care? - What would you be if you weren't a brand manager? Paranormal investigator or tailor. - What advice...
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Celebrity Loses Its Allure as Readers Desert Mags
Consumers' love affair with celebrities and reality TV stars is showing clear signs of waning, according to the latest ABC results. Bauer Media's Heat posted an 11.3% period-on-period decline in circulation, dropping to 370,132 from July to December...
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Don't Let Relevance Blind You to Privacy
The quest for truly relevant ads has driven brands to engage in stalker-style tactics rather than build consumer trust, writes Alan Mitchell. Consider these visions of the future of advertising. First, here is an extract from a recent speech...
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Dove Deodorant Launch Bolsters Beauty Appeal
Dove is expanding its deodorant portfolio with a product that it claims can improve underarm appearance, as it looks to further position itself as a beauty brand rather than a skincare range. Beauty Finish is the first product in the deodorant category...
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Editor's Comment: Kids' Health Needs NPD Agenda
Innovation is the lifeblood of brands. Without it, a brand - or, indeed, a whole sector - will find itself washed up on the shores of irrelevance. Right now, innovation is a particularly relevant watchword for the makers of food and drink products...
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Filter out the Social Trivia
Social networking brands will suffer if they do not enable us to streamline the updates we receive. Big news swept the world of social media last week: I was ousted as mayor of the Cumberland Pencil Museum, a post I'd held proudly since October....
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Guinness World Records Seeks Licensing Partners
Guinness World Records is to enter the UK licensing space, through a new commercial division. The brand, which has already spawned a range of books, games and TV shows, has created Guinness World Records Live! in a partnership with event management...
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Helen Edwards on Branding: Treats Are in the Thick of It
A study linking processed food to lower childhood IQ should not be ignored by the snack industry. Child obesity, Jamie Oliver on his high horse, lunchbox police at the school gates and the five-a-day mantra; just when it seemed things couldn't get...
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Marketing Mole: We'll Call You - T-Mobile
By calling on the very day when a T-Mobile store was closing and preparing to move in with Orange, Mole might have expected the conversation to be tense ... Mktg: Hi, I heard that you were closing today. I wanted to come and upgrade my phone. ...
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Marketing Mole: Who Does Google Think You Are? - Andrew Morley, Vice-President for Marketing EMERA, Motorola Mobility
- The first link leads to a search-result page on LinkedIn for 'Andrew Morley'. - The second link is to Morley's profile in Marketing. - The third pushes to the same profile on Brand Republic. - The fourth link is to a story on Brand Republic...
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Opinion: The Marketing Society Forum - Is the Government Set on Blaming the Ad Industry for Sexualising Childhood?
A recent online survey by the Department for Education put advertising in the firing line, but with question marks hanging over its research methods, many in the industry suspect a hidden agenda. YES - Andrew Nebel, Consultant, Hemgate, and former...
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Profile: A Glass-Half-Full Kind of Guy
Nick Fell, group marketing director at SABMiller, is sure of the value of local knowledge in the global market. Interview by Gemma Charles. Nothing seems to faze Nick Fell, SABMiller's confident group marketing director. When we meet, the City is...
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Refreshing Figures
In a market strongly associated with families, the main selling point for fruit juice and juice drinks is their contribution to a healthy diet. The fruit juice sector may have lacked innovation in recent years, but its strong association with breakfast,...
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The Big Society
The prime minister is battling to convince voters of his pet project's merits, writes Gemma Charles. Prime Minister David Cameron's attempt to relaunch his 'Big Society' is timely. The idea - of rolling back the state to empower individuals to take...
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The Week in Marketing
- Mini in 'updates' ad. Mini has launched a print, online and mobile ad campaign encouraging consumers to sign up for updates from the BMW-owned car marque. The 'Mini on your mind' ads, by Lida, feature the car's silhouette on unrelated images,...
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Thinking Inside the Box
Strict policing of the content of children's food is forcing brands to innovate, writes Nick Hughes. The news that Dairy Crest is to launch a children's cheese variant named Chedds, under its Cathedral City brand, as revealed last week (Marketing,...
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What It's Really like Inside: Carluccio's
- How does the team come up with fresh marketing ideas? The recipe we use is quite simple: first prepare by spending lots of time getting to know our customers, then throw in a little inspiration from Italian art, design, music and food. It is all...
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What Mobile Has in Store
Marketers can't ignore last week's pivotal Mobile World Congress in Barcelona - the biggest to date. If your brand isn't working on a mobile marketing strategy, it's time to rethink your approach. Last week, a record 60,000 people from 200 countries...
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