Marketing

Articles from October 7

Adwatch 07.10.09: Morrisons
The supermarket's latest ads play by the rules, and as a result they lack distinction. After scouring this week's campaigns list I became convinced that the same commercial kept popping up. It featured an array of (mainly) frozen food packs against...
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Andrew Walmsley on Digital: Across Digital Lines
Online advertising's position at the top of the spending tree is not as clear-cut as it may seem. Another notch on the bedpost, and this time it's telly. Online adspend in the first half of this year hit pounds 1.75bn, comfortably ahead of TV at...
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Asda Lays Itself Open
The supermarket is turning to consumer wisdom to inform its business decisions. Empowering the consumer has become the fashionable strategy of 2009. In the past two weeks alone, Vodafone has unveiled its fresh 'Power to you' brand positioning and...
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Brand Manager of the Week - Sarah Hilliar, Senior Brand Manager, Kingsmill
- Describe yourself in three words. Driven, determined and approachable. - How would you define marketing? Identifying, anticipating and satisfying consumer needs. - What would you be if you weren't a brand manager? Writing the reviews...
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Commonwealth Logo in Overhaul
Commonwealth Games England (CGE), the body responsible for organising England's team at the Commonwealth Games, has launched a revamped logo and identity. The new look will appear at the next Games, to be held in Delhi in October 2010.It uses a...
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Co-Operative Group Expands Agency Review
The Co-operative Group has extended the review of its brand advertising account to a complete agency review across all marketing channels. The Co-operative Group, which has worked with various agencies including Pavilion Communications, TDA and...
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Editor's Comment: Honesty Is the Next Policy
Asda chief executive Andy Bond has a fresh focus on tuning into his customers' wisdom. First, he will widen his shopper panel and give a cash reward for a customer idea that is put into practice. He is also giving consumers unprecedented access...
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England Game Heralds Future of Sports on Web
Online sports coverage is gaining in popularity and revenues, writes Ed Kemp. This Saturday, football fans will be glued to their laptops rather than heading to the local, as England's World Cup qualifier against the Ukraine is shown exclusively...
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Evening Standard Eyes Free Circulation Boost
The Evening Standard will become a free newspaper next week, after more than 150 years as a paid-for evening title. Russian billionaire Alexander Lebedev, who bought a 75.1% stake in the title early this year for a nominal fee of pounds 1, said...
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Formula One
As the sport reels from yet another scandal, sponsors are beginning to get nervous, writes Ed Kemp. Just when one starts to think Formula One's reputation could not possibly get any worse, another catastrophe befalls the sport. A fortnight ago,...
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Guilt-Free by Association
For brands wishing to be sensitive to the current climate, tying up with a charity can be a winning formula, writes Becky Wilkerson. From BP to Tesco and Save the Children to the Victoria & Albert Museum it seems brands and charitable organisations...
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Helpline
We take the hassle out of finding the right product or service - you ask the question, we'll provide the answer. GEAR CHANGE Q: We want to take some clients on a team-bonding activity session, and thought it would be a nice idea to give out some...
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Marketing Mole: We'll Call You - Coca-Cola
Mole's get-up-and-go got up and went, but we have a busy schedule and it isn't always convenient to down a can of caffeine-laden pop. Can Relentless Shots help? Coca-Cola You're through to Coca-Cola, (name) speaking, how can I help you? Mktg...
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Marketing Mole: Who Does Google Think You Are? - Cheryl Toner, Strategic Marketing Director, AXA UK
- The first result takes us to the website of a wedding planner in the Caribbean. - The next is a LinkedIn profile for a Cheryl Toner at Lloyds TSB; the third is the LinkedIn directory for people of the same name. - Fourth is the Twitter feed...
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Mark Kleinman on Marketing and the City: Cadbury's Perfect Recipe
Strong brands allied to global reach has made the company a tempting prospect for potential buyers. London's investment banking industry has a lot to thank Irene Rosenfeld for. Starved of salivating mergers to get their teeth into during the financial...
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Mark Ritson on Branding: Burt's School of Pricing
Mr Lancaster's confidence in his own value as an actor provides a valuable lesson for marketers. One of my favourite movies is Local Hero. It is the story of a Texan oil firm that attempts to buy out a small Scottish town and turn it into an oil...
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Mixed Messages
Public-information work can easily go awry as Freeview's recent activity has shown. The raison d'etre of public-information marketing is to avoid the sort of headlines that were printed last week as the result of consumers' struggles to understand...
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Opinion: The Marketing Society Forum - Should Brands Include Negative Comments in Their Campaigns?
In a high-risk, but potentially ground-breaking move, First Direct is rolling out ads that include both positive and negative comments made by customers about the bank's services on online forums. NO - TOM HINGS, DIRECTOR BRAND MARKETING, ROYAL...
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Packed Agenda
Labour ministers' conference speeches included plenty to interest marketers. Election fever was in the air in Brighton, venue for this year's Labour Party conference. Many fringe sessions focused on how the party, which is lagging behind the...
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Profile: The Feel-Good Factor
Elizabeth Fagan, marketing director at Boots, is driving the retailer's focus on accessibility and community. Interview by Joe Thomas. Elizabeth Fagan has only been marketing chief of healthcare and beauty retailer Boots for just over two years....
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Slowing, but Steady
Demographic shifts in the target audience have put the brakes on the feminine hygiene sector's level of growth, writes Jane Bainbridge. It's hardly women's favourite time of the month, but nevertheless, sanitary products are an essential purchase...
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Sponsorship Leagues
The discipline is back on the rise after taking some tough hits from the media in the recession. Brands are looking forward to the London 2012 Olympics, as well as several other major events. Sponsorship has become distinctly unfashionable; today,...
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The Week in Marketing
- Tropicana Kids! in ads Tropicana Kids! has launched a print campaign featuring children's character Wally. The ads, created by DDB, feature Wally on a deserted beach, away from his usual crowded scenes, promoting the message that Tropicana Kids!...
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What It's Really like Inside - VSO
- Describe the marketing team in three words. Committed, hardworking, good-humoured. - How do you come up with new marketing ideas? By talking to those who volunteer with us, to find out what inspired them. Like all charities, we have a bit...
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