Marketing

Articles from February 22

Adwatch
Marketing's unique weekly analysis of advertisement recall in association with tns. Totaljobs.com Ad's central character lacks charm and deflects focus from the brand's message I remember the chill of reading creative jobs sections in trade...
And Finally: We'll Call You - Marks & Spencer
The retailer's Valentine's Day pounds 20 dine in for two deal gave Mole a chance to be romantic without expending great effort or thought, but disaster struck on the day ... Marks & Spencer Good afternoon, you're through to Marks & Spencer....
Brand Barometer
Producing content that consumers share is a cost-efficient way for marketers to amplify their messages. A recent study by Unruly suggests that consumers are more receptive to shared ads. It found that brand recall and association rose 7% among viewers...
Digital Killed the Marketing Star
With some Facebook campaigns now showing significant ROI, do recent cuts at Coca-Cola, PepsiCo and Procter & Gamble signify a shift away from traditional marketing, asks Eva MacIntosh. Against the backdrop of swingeing cost and staff cuts at...
Guru
How does a rapidly growing brand ensure that its marketing efforts in various countries are co-ordinated? By establishing a leadership team to look at the big picture, writes Mhairi McEwan. Q: We're growing quickly internationally, but aligning...
Htc
The smartphone-maker has lost momentum and failed to impress in the US, writes Matt Chapman. HTC has begun to falter as Samsung and Apple strengthen their stranglehold on the smartphone industry. The Taiwanese manufacturer posted a sales drop...
Jif Lemon
Packaging has been key to the brand's identity, now so established, it is synonymous with Pancake Day. The generic ingredients mixed together and then thrown into a pan on 'Pancake Tuesday' hardly stand out, but one brand is inextricably linked...
Major Brands Endorse Sun on Sunday Launch
Tesco, Ford, Morrisons and News Corporation-owned Sky are among the big-spending advertisers set to commit spend to The Sun on Sunday. The title, which publisher News International (NI) vows will have a greater 'family feel' than the Saturday edition...
Nokia Plots Location-Based Salvo in Smartphone Battle
Mobile handset manufacturer eyes revival as it pours investment into marketing. Nokia's fall from grace has seen it switch from being a powerhouse of the mobile industry to an also-ran. It now sits behind Apple and Samsung, after being too slow...
Opinion
Groupon's exponential rise to prominence raises the question of whether discounts alone can sustain a brand in the long term. A few months ago, Groupon was the poster child for the digital age, heralded by Forbes magazine as the 'fastest-growing...
Opinion: The Marketing Society Forum - Is It Worth Auditioning Authentic, Independent Brand Advocates?
Supermarkets are reportedly becoming jealous of the coverage given to Morrisons by independent blogger Steve Dresser. NO - JIM SLATER, MANAGING DIRECTOR, COSTA ENTERPRISES Brand advocates are the best friends your brand can hope for. These frequent,...
Profile Builder: Who Google Thinks You Are ... Jill Styring, Marketing Director, Huawei
- The first link is to a Marketing story about Styring's appointment by Huawei. - The next two are to mobilenewscwp.co.uk, one about her appointment, and the next an index of stories about her - The fourth result is to a report on mobiletoday.co.uk,...
Shift
If entrepreneurs can persuade strangers to invest in their projects on funding platforms such as Kickstarter, why can't marketers drive innovation in their own boardrooms, asks Nicola Clark. What do Osombie, an independent zombie movie about Osama...
Stella Shifts Focus from 60s Chic to Provenance
AB InBev focuses on more than 600 years of brewing history behind the Belgian lager brand. Stella Artois is shifting away from its 60s Continental-inspired advertising with the launch of a product-led marketing campaign intended to highlight its...
Surface Cleaning and Care
There has been an increase in sales of antibacterial and multipurpose products for the cleaning and care of hard surfaces as consumers seek good-value, germ-killing lines, writes Jane Bainbridge. MAIN PLAYERS Yilmaz Erceyes - Air fresheners and...
The 7 Sins of Content Marketing
Providing branded output has been one of the biggest priorities in marketing in the past two years or so, but are brands overestimating how much content consumers want? David Benady unveils the biggest issues in the marketplace and outlines the most...
The Marketing Interview: Jeremy Ellis
TUI Travel's marketing director is insistent its Thomson and First Choice brands have to 'stand for something', writes Loulla-Mae Eleftheriou-Smith. It's understandable that some consumers confuse Thomson with Thomas Cook, but Jeremy Ellis, marketing...
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. Foster's signs Partridge again Heineken UK is set to air a new series of Alan Partridge's Mid-Morning Matters through its Foster's comedy website,...