Marketing

Articles from June 29

Adwatch 29.06.11: Moonpig.Com
Simple but effective, the ad taps into rich emotional territory in a modern way. Mark Orbine, Creative director, VCCP I would have loved to have been around for the brainstorm on this company name. 'Right, what about cardsdesignedbyu.com? Uniquecards.com?...
A Game of Four Brands
Will Budweiser be able to stand out from the crowd of beers sponsoring domestic football competitions, ask John Reynolds and Gemma Charles. Budweiser's announcement that it is to become the title sponsor of The FA Cup means that there are now four...
Alan Mitchell Reinventing Marketing: Brands Must Share Data to Succeed
Marketers have long regarded customer data as their crown jewels, but the real riches may lie in giving it away for nothing, writes Alan Mitchell. Have you Noddled yet? Noddle is a new Callcredit service that gives consumers free access to their...
Andrew Walmsley on Digital: Social Media Is Not 'Busted'
The City may be getting sceptical about the future, but marketers must realise this doesn't matter. I wasn't going to write this article. I mean, the premise seemed self-evidently absurd; that social media is a busted flush. I've heard it now...
Aviva Seeks UK Chief after Price Departure
Aviva is searching for a UK marketing director following the departure of Gary Price amid a shake-up of the insurer's marketing department. Price, who left the company last week, is not believed to have another job to go to. He was appointed to...
Best Buy
The electricals retail chain has suffered heavy losses since arriving in the UK. When a major US business announces its UK launch, all eyes are on the management to see whether the hype equates to a hit. For US electricals retailer Best Buy, which...
Brand Manager of the Week: Bobbie Andrews, Marketing Manager, Cineworld
- Describe yourself in three words. I'm told: logical, persistent, square-shaped. - What would you be if you weren't a brand manager? At school I was voted 'Most likely to be a bin man', but I would have probably been a lawyer, like my dad....
Editor's Comment: Digital Brands Storm Cannes
This past week at those Oscars of the advertising world, the Cannes Lions International Festival of Creativity, a brand only 13 years old and not known for its big marketing budget surpassed giants such as Procter & Gamble and McDonald's to win...
Helen Edwards on Branding: The Big So What
The Big Society debacle provides a clear illustration of the difficulties of creating a sub-brand. You can see how former adman Steve Hilton came up with his Big Society idea. Socialist administrations are about big government; conservative ones,...
Marketing Mole: We'll Call You - Burger King
Moles normally eat such delights as worms, but our beau has a fast-food habit and a taste for Spam. Could The King be about to make his dreams come true? Burger King: Hello, (name) speaking. Mktg: Have I come through to customer services? ...
Marketing Mole: Who Does Google Think You Are? - James O'Shea, Marketing Director, Maxinutrition
- The first link is to James O'Shea's profile in Marketing. - The next is to Haystack Group's Minimart site. - The third and fourth references are to search results on mediaweek.co.uk. - The final link is to a conference preview on a health...
Mattel Questions Effect of Brands on Childhood
Mattel, the toy manufacturer that produces the Barbie doll, last week led a defence of marketing's role in childhood. Speaking at Marketing's 'Appeal to kids and sell to parents' conference in London, Ruth Clement, head of strategic insight and...
Opinion: The Marketing Society Forum
Will LOCOG tarnish its reputation by clamping down hard on non-sponsors? The 2012 Olympics organiser is running a campaign to inform brands about the rules on guerilla and ambush marketing around the event, and the penalties they could face if they...
Profile: A Firm Believer in Brand Power
Jonathan Mildenhall, vice-president of global advertising strategy at Coca-Cola, lacks no confidence in himself or his brand. Jonathan Mildenhall describes himself as a 'diagonal thinker' - when the left and right sides of the brain pull against...
Tesco Eyes Olympic Tie Via Clubcard Partners
Supermarket seeks Games association by supporting official 2012 sponsors. Tesco is looking to associate with London 2012 by supporting the Olympic sponsorship programmes of its Clubcard scheme's partners. Although Tesco is not an official sponsor...
The Week in Marketing
- Olay's pop-up clinic Procter & Gamble skincare brand Olay is launching its first professional beauty clinic as it looks to boost its cred-entials. The pop-up clinic in London's Mayfair is part of marketing activity to promote the launch of...
Top 100: PR Agencies
Agencies with public-sector clients have had a tough year, but a shift by brands to focus on consumer engagement, particularly via digital channels, has boosted PR, writes Andrew McCormick. The PR industry bounced back in 2010. The average growth...
Treatment Has Its Rewards
In a crowded sector, dominated by the big FMCG companies, the home-treatment category offers rare po tential for growth, writes Jane Bainbridge. Wayne Rooney's hair transplant may have transfixed his Twitter followers, but for most people, looking...
Von Furstenberg, Bottled
The launch of the fashion designer's first fragrance is seemingly well-timed, writes Nicola Clark. Diane von Furstenberg, the renowned designer of the famous wrap dress, is hoping her brand's entry into the perfume market will prove as enduring....
Waitrose
The supermarket brand has adopted an 'honestly priced' strategy to stand out from the crowd. Waitrose has stood apart from many of the ongoing price battles between the UK's biggest supermarkets. Instead, a savvy strategy has helped it gain market...
What It's Really like Inside: JML
- How does the team come up with fresh marketing ideas? We have a dedicated product development team. Its members attend trade shows around the world and study market trends and forecasts to determine new products on the horizon. Often suppliers...