Marketing

Articles from June 13

Adwatch
Marketing's unique weekly analysis of advertisement recall in association with TNS. WALL'S SAUSAGE BALLS Using Alan the talking pug, in his ring box, is a brave but highly effective strategy. Another week, another campaign featuring a talking...
A Marketing Promotion: The Best of TV Planning 2012
The Thinkbox TV Planning Awards reward brilliant media thinking. Here are the brands and agencies that won the prizes in 2012 GRAND PRIX WINNER Why Adam & Eve won: This is not just the best use of sponsorship or content in this year's...
And Finally: We'll Call You - Trinity Mirror
Mole was concerned that the sacking of the editors of the Daily Mirror and Sunday Mirror might affect the price, distribution or political allegiance of the the titles. Trinity Mirror: Hello, can I help you? Mktg: Yes, hopefully. I am a bit concerned...
Avon
The cosmetics firm's new chief executive faces a struggle to stabilise the brand, writes Kim Benjamin. Cosmetics firm Avon's famous 'ding dong, Avon calling' ads of the 50s and 60s made it a household name, popular with generations of women, while...
Brand Barometer
Viral videos have given the lookalike industry a new lease of life The success of T-Mobile's royal wedding spoof last year, which showed 'Kate', 'Wills' and 'Harry' dancing down the aisle, brought the trend to the masses. In 'Ones to watch', Paddy...
Camelot Raises Stakes
Andy Duncan explains what's behind the National Lottery's good-causes push. The National Lottery comes of age in 2012, but its 18th year will be marked by a legal challenge to its rival The Health Lottery, founded by publisher Richard Desmond. ...
Chocolate Confectionery
Sales are up as cash-strapped consumers view chocolate as an affordable treat. MAIN PLAYERS DAVID RENNIE - Managing director, Nestle Previously marketing director for Nestle, Rennie was promoted to his current role in January 2009. He leads...
Editor's Comment: Welcome - Brands Can Win Gold in These Olympics
Another day and another national newspaper has a pop at 'corporates' for commercialising the Olympics. The cynical tone of a recent piece by Mail columnist Stephen Glover, in a rage at the idea of London 2012 sponsor brands' employees taking part...
Experiential Essays: Blackjack - A Seat at the Top Table
Experiential's stature has been enhanced by the core content it offers campaigns. The current state Experiential is again showing growth, according to 2012 figures. Digital continues to lead the way, while others decline, and more projects are...
Experiential Essays: Blazinstar Experiential - Integration Is Key
A new creative model shows how traditional channels can amplify brand experiences. Experience has become the preferred currency utilised by brands who create meaningful platforms for engagement with their target audiences, and innovative campaigns...
Experiential Essays: iD Experiential - Ten Reasons to Sack Your Agency
Plenty of agencies claim to be experts in the experiential field Here's how to make sure that yours measures up. It can't be easy selecting an experiential agency these days. The industry is booming, and, on the face of it, there is very little...
Experiential Essays: Marketer's View - Igniting People's Passion Leads to Brand Advocacy
Chantal Bindley, head of events at Betfair, believes the company's hospitality at Cheltenham is a perfect example of how to achieve a deeper level of interaction with its target audience. - Why does Betfair incorporate experiential as part of its...
Experiential Essays: TRO Group - Does Experiential Fulfil Its Promise?
Understanding human behaviour is the key to achieving amplification through your event activity. A lot of people are jumping up and down, gyrating in the streets, standing on their heads - and it's quite entertaining. But if that is all that experiential...
Guru
Applying global brands 'with a trowel' in different markets is outdated, writes Will Harris, but what do you do if your foreign boss doesn't understand UK consumers? Q: I've joined the UK operation of a US-owned brand, lured by its 'cool' positioning....
Make or Break for Market Research
With so many fresh sources of data on offer, the market research industry faces major threats and must adapt or die, writes Alan Mitchell. Be honest. When I say 'market research', what image does it conjure up in your mind? A middle-aged woman with...
Marketing Promotion: The Thinkboxes Awards for TV Ad Creativity - Pure TV Brilliance from Audi
Winner for March/April 2012 Car manufacturer Audi has always had a strong focus on innovation and technology, a concept that was brought to life in this ad, titled 'The Swan'. The spot represents how its cutting-edge concept cars of the 20s have...
MARKETING SOCIETY AWARDS for EXCELLENCE 2012: B2B Marketing
WINNER Brand: Orange Agency: Publicis Blueprint Mobile company Orange, part of Everything Everywhere, was the 'clear winner' of this category with its customer magazine Orange Exchange. The publication is used to build loyalty among its customer...
MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Brand Extension
WINNER Brand: Kenco Millicano Agency: JWT London Coffee culture in the UK has become increasingly sophisticated, with consumers demanding more from their coffee brands. Some drinkers recognise ground coffee to be superior to everyday instant...
MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Brand Revitalisation
WINNER Brand: Foster's Agency: Adam & Eve Heineken's relaunch of Foster's lager is one of the brand success stories of the past two years. A tired brand with an incoherent identity, old packaging and a 'No worries' proposition that had...
MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Cause-Related Marketing
WINNER Brands: Aviva and Railway Children Agencies: Hill+Knowlton Strategies, ZenithOptimedia, Balloon Dog Aviva's Street to School programme knits together the insurance brand's purpose of providing security to customers with the need to...
MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Content Marketing
WINNER Brand: British Heart Foundation Agencies: PHD and Drum The British Heart Foundation needed to raise the issue of heart attacks among the female population - the biggest killer among women - but found that only 11% thought themselves...
MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Customer Insight
WINNER Brand: Transport for London Agency: M&C Saatchi Transport for London's (TfL) high-impact campaign to cut road deaths and injuries among 11-15 year olds owes much to the insights gleaned from qualitative research. A poster campaign...
MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Customer Relationship Marketing
WINNER Brand: Skipton Financial Services Agency: 10 Associates Skipton Financial Services (SFS) believed that the financial advisory market was plagued by poor customer service and it decided to do something about this. In 2009 it launched...
MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Ecommerce
WINNER Brand: Johnlewis.com Agency: Rain Communications John Lewis has jumped headlong into the world of ecommerce, going from a virtually non-existent web presence to become a leading online retailer in just two years. The transformation...
MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Finance Directors' Award
WINNER Brand: Dr Pepper Agency: Zone Introduced for the first time this year, the finance directors' award is assessed by a panel of finance directors and is given to the work that judges believe best demonstrates the effective use of marketing...
MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Global Marketing
WINNER Brand: The Famous Grouse Agency: The Big Partnership In a category where judges praised the overall standard of entries, one campaign stood out. The Edrington Group, owner of The Famous Grouse brand, wanted to celebrate its 30 years...
MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Grand Prix
WINNER Brand: McDonald's Agency: Leo Burnett By 2006, consumers seemed to be falling out of love with McDonald's, which had entered a period of stagnation. The business needed to reinvent itself to entice back customers at a time when there...
MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Leading-Edge Thinking
WINNER Brand: ASOS Agencies: Bartle Bogle Hegarty, Carat Global, Independents United Judges said online retailer ASOS was a worthy winner in this category, for producing a number of campaigns that were entertaining and which 'stood out in...
MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Long-Term Marketing Excellence
WINNER Brand: McDonald's Agency: Leo Burnett London After several decades of growth, McDonald's had entered a period of stagnation. By 2006, the brand had to entice back customers who had gone off it. The company reviewed its entire marketing...
MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Marketer of the Year
WINNER Keith Weed - global chief marketing and communications officer, Unilever The Marketing Society Marketer of the Year award is decided by a select panel of judges. It recognises an individual for their achievements and contribution to the...
MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Marketing for Sustainable Consumption
WINNER Brand: Lafarge Cement UK Agency: McCann Manchester Market-leading cement manufacturer Lafarge wanted to highlight its genuine success in reducing C02 emissions, reducing waste and sourcing materials responsibly. However, the company...
MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Marketing Leadership
WINNER Brand: Symantec In 2009, the Europe, Middle East and African marketing function of software company Symantec was merely supportive of the sales function, implementing activities on its behalf. The firm realised that this needed to change...
MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Marketing on a Shoestring
WINNER Brand: Headway Agency: Abbott Mead Vickers BBDO When a cycle helmet saved James Cracknell's life following a bike accident, it spurred the former Olympic athlete to get the message out to other cyclists to wear helmets. With no marketing...
MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Marketing Teamwork
WINNER Brand: Thorntons Chocolate company Thorntons chose to involve its entire business in the marketing activity around its 100th birthday celebrations in 2011. The firm wanted to use the centenary to inject wonder and fun into the brand, raising...
MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Mobile Marketing
WINNER Brand: Hotels.com Agency: Fetch Media Hotels.com, the online hotel booking service, gave its mobile presence a rocket boost through a global marketing campaign developed with its agency, Fetch Media. The brand was looking to establish...
MARKETING SOCIETY AWARDS for EXCELLENCE 2012: New Brand
WINNER Brand: i Newspaper Agency: McCann Erickson i, the UK's first national quality daily newspaper to hit the streets in 25 years, overturns the conventional wisdom about the inevitable decline of newspapers. The quality tabloid's success...
MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Not-for-Profit Marketing
WINNER Brand: Barnardo's Agency: Bartle Bogle Hegarty Barnado's had to battle a steep decline in donations, fuelled by tough economic times, as well as an increase in competition, as other charities fought for a share of the public's purse....
MARKETING SOCIETY AWARDS for EXCELLENCE 2012: SME Marketing
WINNER Brand: FreestyleXtreme Agency: Zone FreestyleXtreme (FX) is a growing clothing brand for motocross participants and fans of extreme sports. Although the company sells online, its website was in need of updating in terms of its back-end...
MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Social Media Marketing
WINNER Brand: Dr Pepper Agency: Zone Dr Pepper's 'The Pepperhood' campaign showed that using games in social media can boost brand affinity, increase purchase among light users and drive trial. The basic insight was that young men love...
MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Sponsor's Statement - Carrying the Flame
Today (11 June) is day 24 of the Olympic Torch relay. That means there are 46 days to the start of London 2012. The nation has fallen head over heels for the myth and magic of that Olympic Torch as it weaves its way around our little island. The Daily...
MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Young Marketer of the Year
WINNER Heather Corbett - marketing manager, UK and Europe, Innovation First International In 2011, more than 1.5 million units of Hexbug, a range of toy micro robotic creatures, were sold in the UK, meaning that one in 40 people in Britain own...
McDonald's Triumphs at Excellence Awards
Fast-food chain takes top honours at Marketing Society Awards for Excellence. McDonald's secured the prestigious Grand Prix at the 2012 Marketing Society Awards for Excellence, held on Monday, for the role marketing has played in overhauling its...
Opinion
Fair pricing may be an alien concept, but when consumers become accustomed to it, it will create goodwill for your brand. Pricing is one of the most difficult tasks in marketing - one that will often pit your best instincts against your worst. As...
Opinion: The Marketing Society Forum - Should Brands Take a More 'Values-Led' Approach to Their Marketing?
Ben & Jerry's co-founder Jerry Greenfield has criticised brands for ignoring the 'common good' YES - RAY KIESER, Group managing director, Europe, Schawk and Anthem Worldwide For a brand to persuade someone to interact with it, it must inspire...
Profile Builder: Who Google Thinks You Are ... Chris Burggraeve, Chief Marketing Officer, Anheuser-Busch InBev
- The first link is to a profile of Burggraeve on the AB InBev site. - The next pushes to his LinkedIn profile. - The third result is a profile of Burggraeve on Forbes.com. - The next link is to a trade-press profile of him. VERDICT: This...
Shift
Brands that focus solely on the bottom line, at the expense of their employees, will struggle in the long term, writes Nicola Clark. An entrepreneur friend of mine who launched his business in the worst ravages of the recession recently reached...
Tech
The introduction of targeted ads in Facebook users' timelines will finally allow brands to access consumers' mobile gaps, writes Gordon MacMillan. With Facebook's share price sinking dramatically after its initial public offering last month, many...
Test-Driving Social Strategies
Until now, few car companies have used Twitter for more than PR announcements or customerservice messages. Some brands, however, are becoming more creative, writes Alex Brownsell. It was ever thus for car companies: whether to win hearts and minds...
The Marketing Interview: Anna Bateson - Youtube
The video-sharing site's marketing director EMEA has a clear vision of its role on the world stage as a real alternative to broadcasting. From launching the career of teen pop sensation Justin Bieber to bringing Ugandan warlord Joseph Kony to global...
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. - VW and Jaguar hire chiefs Volkswagen has appointed former Ford marketer Jurgen Stackmann to head global marketing at the car marque, writes Alex...
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. - VW and Jaguar hire chiefs Volkswagen has appointed former Ford marketer Jurgen Stackmann to head global marketing at the car marque, writes Alex...
Viral Hit or Miss?: EURO 2012 Special
Social video expert Unruly evaluates the latest Nike viral campaign Nike: Mario Balotelli and the Nike Barbershop 'Nike Barbershop,' starring hotheaded Manchester City striker Mario Balotelli, really is a cut above a lot of social-media video...
Wagamama
The brand, from restaurants to recipe books, is as famed for its minimalist aesthetic as its streamlined menu. Credited with creating the casual-dining experience popularised in the 90s, the first Wagamama opened in Bloomsbury, London in 1992. ...