Marketing

Articles from May 28

Adwatch: British Army - 'Army Pathfinder'
We're lucky enough not to have to deal with life and death in our industry. In fact, it is often something I remind myself of in the heat of the moment: at least no one's going to die. We're in the business of entertainment, which means we can't...
Andrew Walmsley on Digital: Digital Sends 'Campaigns' into Retreat
On 21 March 1918, Erich Ludendorff launched the Spring Offensive, Germany's bid to end World War I. In just five hours, the Germans fired more than 1m shells, and lightly-equipped storm troopers cut deep swathes into British lines. However, it was...
Brand Health Check: Bang & Olufsen
The luxury electronics brand is suffering as its design dominance is challenged by innovative rivals, writes Alex Brownsell. Few companies have felt the pinch of dwindling consumer electronics sales as acutely as Danish luxury brand Bang & Olufsen....
Brands Seek Functional Water Lift
As environmental worries hit bottled-water sales, brands are turning to functional variants to win back consumers. Soft-drinks companies are increasing their investment in functional water brands as they strive to breathe life into the bottled water...
Careers: Brand Manager of the Week - Annalee Combis, Brand Manager, Betty Crocker, General Mills UK
- Describe yourself in three words. Friendly, driven, loyal. - What would you be if you weren't a brand manager? A professional tennis player. Why let a complete and utter lack of talent get in the way? - What advice would you give someone...
Careers: What's It Really like Inside - Sony Ericsson
- How do you come up with new marketing ideas? Some come from our global team, some from our Western Europe regional team, but a lot from us; we are always looking for fresh, creative routes to market. - What is the main marketing challenge you...
Conference Preview: Go Green, Be Ethical, Stay Genuine
Brands ensuring their ethical credentials are central to their proposition are reaping the benefits. Book now to learn how green, ethical and healthy innovations can boost brands. Call 020 867 4011 As health concerns, green issues and ethical...
Editorial: The New Balance of Power
I am mightily glad to see the back of this year's Power 100, as it means a degree of sanity will return to the Marketing office. Over the past few weeks, we have spent countless hours taking counsel from experts and poring over the list to come up...
Helpline
Becky Charles takes the hassle out of finding the right product or service - you ask the question, she'll provide the answer. TURNING HEADS Q: We are launching a homewares product in department stores across the UK, and need a display method...
Marketing Mix: We'll Call You - ITV
The phone-in competition on This Morning certainly rings our bell, but are we being ripped off? We called ITV to find out. ITV Viewers' enquiries, can I help you? Mktg Hi. I was just speaking to one of your colleagues and the phone cut off. I...
Mark Ritson on Branding: Airlines Count Cost of One-Track Mind
They say that things come in threes. We should, therefore, not be surprised that Silverjet has now followed rival airlines Eos and MAXjet into financial difficulties. Things aren't looking good for the British business-class airline. A pounds 12.6m...
Media Analysis: Will Internet Radio Drown out DAB?
The platform is steadily building its listener base, leading brands to examine its potential, writes Alison Donnelly. The uncertainty surrounding the future of DAB has given a timely fillip to internet radio, which is slowly, but steadily, growing...
Microsoft to Offer Live Search 'Rebate'
Microsoft has stepped up its efforts to challenge Google's dominance of the online search market by offering customers financial rebates on purchases made via its search engine. Microsoft chairman Bill Gates has outlined plans for the Live Search...
News Analysis: In with the Sporting Crowd
The rise of mass-participation events is providing brands with an effective route to a broad audience. London is home to some of the biggest mass-participation sporting events in the world, including the leading triathlon, duathlon and, arguably,...
News Analysis: Whisky Faces Up to UK Woes
Diageo's revamp of Bell's is symptomatic of the dilemma facing Scotch brands domestically. Getting UK consumers to come around to the idea of enjoying a dram of Scotch whisky has been something of a thankless task in recent years. Younger consumers...
Opinion: The Marketing Society Forum - Is Provenance Important to Mass-Market Brands?
Diageo is phasing out its 'Aged 8 years' Bell's whisky and runs the risk of alienating its fans by replacing it with a more contemporary blend called Bell's Original. TOM GEORGE, CHIEF EXECUTIVE, MEDIAEDGE:CIA Yes. Using heritage to evoke quality...
Power 100
Power - difficult to attain, easy to lose. Here is our annual rundown of those in the industry who have it and will be doing their level best to hold on to it. Each inclusion on Marketing's annual list of the 100 most powerful people in the industry...
Profile: Local Instinct - Will Ghali, Marketing Director, Cobra Beer
Since he made the switch from soft drinks to the harder stuff last summer, Will Ghali has had a busy time of it. Taking Cobra Beer beyond its Indian restaurant heartland has been an all-consuming project for the ex-PepsiCo marketer ever since his appointment...
Raymond Snoddy on Media: Here - and There - Is the Local News
A battle is certain to break out between the BBC and the local newspaper industry over the Beeb's plan to launch local news services across 60 regions. Most observers thought that the BBC's 'less-than-hoped-for' licence-fee settlement would end...
Royal Mail's Batchelor to Leave
Royal Mail faces further upheaval with the news that marketing director Alex Batchelor is to depart, coming just days after it announced an operating loss of pounds 279m for last year. Batchelor will leave the postal operator at the end of next...
Sector Insight: Music and DVD Retail - High-Street Sales Fall Foul of Web
Downloads and lower prices from online rivals have stymied traditional music and DVD retailers. THE BACKGROUND High-street entertainment retailers have been hit by the growth of downloads, both legal and otherwise, especially in pre-recorded...