Marketing

Articles from May 27

Adwatch 27.05.09: The Co-Operative
This uninspired ad appears to be suffering from a lack of budget and creative freedom. The Co-op or, as it now seems to be calling itself, Co-operative, has made significant progress in the past couple of years regarding the quality of its stores,...
Amanda Andrews on Media: Pick a Name
UKTV's recent spate of channel overhauls demonstrates the hit-and-miss nature of rebranding. Many media groups have undergone major rebranding exercises in the past year as they seek to rise above the downturn. One of these was UKTV. Its decision...
Andrew Walmsley on Digital: On-Demand, Off-Budget
Video-on-demand is popular with consumers, but less so with broadcasters fighting for ad revenue. If you build it, he will come. The voice heard by Kevin Costner in Field of Dreams could have been the inspiration for a thousand dotcoms - companies...
Brand Manager of the Week: Denise Wild, Lifestyle Marketing Manager, UKTV
- Describe yourself in three words. Organised, impatient, honest. - How would you define marketing? The strategy and tactics used to promote your brand and influence people's preferences. - What would you be if you weren't a brand manager?...
C4 and Sky Weigh Up Ad Sales Team Merger
As the pair target cost-cuts, where does it leave advertisers? Channel 4 and Sky have emerged as the latest broadcasters to discuss merging their ad sales teams to cut costs as ad revenues decline. For both broadcasters, the appeal of a merger...
Editor's Comment: Power amid the Turbulence
Make no mistake: compiling Marketing's Power 100 is always a labour of love. This year the process was particularly taxing because there has been so much change in all areas of the industry. We are operating in a difficult market and any list of industry...
Helpline
Joe Thomas takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. MAKING A POINT Q: We want to plan point-of-sale for a consumer product launch. Is there anyone who can help? A: You could...
Marketing Mole: Who Does Google Think You Are? - Ed Culf, Marketing Director, General Mills UK
- The first reference is to a profile of Culf in Marketing, written when he was three months into his current role. - The second is a listing on business directory Spoke.com. - The third result brings up an article from 2008 announcing Culf's...
Mark Ritson on Branding: Ford's Clarity of Focus
The car-maker is better-placed than many rivals due to judicious streamlining of its brand portfolio. Ford chief executive Alan Mulally is famous for one of the first decisions he made after joining the automotive company in 2006. Barely three months...
Northern Rock in Retreat
By stalling its marketing, the bank is, perhaps deliberately, courting obscurity. The departure earlier this month of David Henderson, director of advertising at state-owned bank Northern Rock, is the clearest indication yet that the government...
Opinion: The Marketing Society Forum - Is Targeting Consumers Based on Their Class Still Relevant?
As Privilege car insurance targets the affluent 'new Joneses', and Strongbow aims its campaign at the UK's 'real grafters', marketing based on social class could be about to make a comeback. YES - WILL ORR, CHIEF EXECUTIVE, WCRS Anyone reading...
PC World Shifts Focus to Brand over Products
PC World is breaking away from its previous advertising strategy of showcasing individual products and deals to launch a brand-led campaign. The ads, which break this week, will aim to show how technology helps consumers indulge their passions. ...
Power 100
The past 12 months have proved just how quickly the mighty can fall. Here is our rundown of those who, so far, have weathered the storm. Marketing's annual list of the 100 most influential people in the industry is the definitive guide to who calls...
Profile: Direct Route to Digital Diversity
Chris Lawson, brand director of Absolute Radio, is shaking off its Virgin past and embracing a digital future. Interview by Sarah Johnson. When Virgin Radio was sold last year, its new owner was contractually obliged to create a fresh brand identity...
Setanta
A shaky 12 months has left the sports broadcaster on the ropes. Can it fight back? The tale of Setanta's origins is the stuff of folklore. Two Irish ex-pats living in London found they couldn't watch the Republic of Ireland vs Holland match in the...
Sun, Sea and Rebrands
Seaside towns are shaking up their image to lure newcomers and overseas visitors. UK seaside towns are getting a much-needed makeover in an attempt to attract cash-strapped consumers. Resorts including Blackpool, Southend-on-Sea and Brighton have...
The Power of the Press
The Telegraph's recent scoops have shown that newspapers are far from moribund. The Daily Telegraph's recent revelations on MPs' expenses have not only claimed the scalp of House of Commons Speaker Michael Martin and brought Parliament's reputation...
The Thinkboxes Winner for April 2009: Pure TV Brilliance from Comparethemarket.Com
Aleksandr Orlov shot to fame as the face of comparethemeerkat.com, the website he claims is consistently confused with price-comparison site comparethemarket.com, much to his annoyance. In this third spot in the acclaimed campaign by ad agency VCCP,...
The Week in Marketing
- Red Cross labels it. The British Red Cross has enlisted actor Dougray Scott to raise awareness of Refugee Week. The charity is asking people to change their online status, across social networks, instant messaging services and email, to 'label'...
Time and Cost Make a Mark
While shorter meal breaks are buoying sandwich chains, the recession is fuelling the revival of the packed lunch, writes Jane Bainbridge. How people spend their lunchtime varies considerably depending on where they live and what they do. While schoolchildren...
We'll Call You: Innocent Drinks
Last year's Village Fete was a hit with the family. Always keen to keep the nippers entertained, we were determined not to miss this year's event. Innocent Hello, this is the Banana Phone. Mktg Hi. I was looking to get tickets for this year's...
What It's Really like Inside: British Gas
- Describe the marketing team in three words. Very, very busy. - How do you come up with new marketing ideas? Nothing beats a great customer insight. - What is the main marketing challenge you face? There's always the danger of trying...