Marketing

Articles from August 12

Adwatch 12.08.09: EDF Energy
The campaign walks the line between unmemorable and environmentally hypocritical. Interesting. An ad promoting an event that happened more than a month ago - and a contentious one at that. EDF Energy's 'Green Britain Day' has been steeped in...
Andrew Walmsley on Digital: Too Many Twits
Brands that use Twitter clumsily can risk alienating the service's active and organised user base. Fame, praise, untold amounts of free PR and content 'going viral' - these are the glittering prizes held out to those who use social media effectively....
Black Sabbath
As circulations continue to fall, the future of Sunday papers could be in jeopardy. The traditional Sunday spent lazily mulling over newspaper supplements before falling asleep in front of the TV has been in decline for some time. Nonetheless, news...
Brand Manager of the Week: Maria Bailey, Group Marketing Manager, Northcliffe Media DMGT
- Describe yourself in three words. Enjoy the challenge. - How would you define marketing? It's at the heart of the business - covering everything from company culture and positioning to external advertising and promotion. It's the process...
Change of Flavour Needed
Restrictions on advertising to children and a shift to healthier snacks will force the sector to focus more strongly on innovation. Nostalgia brands have often done well in confectionery because people associate them with fond memories, comfort...
Consumer Data Gathering Has Changed from Top to Bottom
The proliferation of digital channels has provided a route to a rich seam of 'bottom-up' consumer information, forcing marketers to alter their approach to it accordingly, writes Alan Mitchell. As part of a reputation-building programme, drug company...
Editor's Comment: Organic Must Clarify Benefits
'Organic' is one of the most misunderstood words in the grocery lexicon. For some, it means cruelty-free. Others think it stands for nutrition. Some, wrongly, believe it is solely about crop spraying. Shoppers have been dumping organic products...
Experiential Leagues
This year, Marketing has introduced a separate league for experiential agencies, reflecting the transformation of consumer sampling into a sophisticated discipline of its own. Not long ago, the only face-to-face contact that brands had with consumers...
Field Marketing Leagues
Brands must work harder than ever to stand out in stores, so sales and merchandising skills are in high demand. This opportunity, however, is tempered by a downturn in NPD, writes Robert McLuhan. The recession has brought mixed fortunes to field...
Helpline
We take the hassle out of finding the right product or service - you ask the question, we'll provide the answer. WRITE AWAY Q: We want to give away branded pens for promotional purposes. Who could we contact about sorting some out? A: Try...
J&J Prepares Aveeno Push to Rival Jergens
FMCG group Johnson & Johnson (J&J) is planning to take on rival cosmetics firm Jergens with a major UK push for its 'natural' skincare brand Aveeno. J&J sells three Aveeno variants in the UK, for dry skin, cleansing and daily moisturising....
Marketing Advertorial: Insight - Influence - Sales
This recession is a strange one - in theory, at least, it is the worst financial slowdown our country has seen for 50 years or more. At the time of writing unemployment has reached an 11-year high. Yet I speak to many people who don't see this -...
Marketing Mole: We'll Call You - Very
Mole was once a regular customer of Littlewoods Direct, but it has changed its name. We rang to find out what else was different about the new brand. Very (Call answered by automated voice-recognition system, which takes more than a minute to navigate,...
Marketing Mole: Who Does Google Think You Are? - Tim Parkinson, Chief Marketing Officer, Umbro
- The first listing takes us to the website of British composer Tim Parkinson. - The second and third results are for Flickr pages of another Tim Parkinson, a photographer from Sheffield. - The fourth link pushes to a British Music Information...
Mark Kleinman on Marketing and the City: Split Personality
RBS must maintain a fine balance if taxpayers are going to see a return on their pounds 20bn investment. Stephen Hester, the chief executive of Royal Bank of Scotland (RBS), could not contain his irritation last week at the public flogging his company...
Mark Ritson on Branding: An Organic Conclusion
Consumers should beware studies funded by companies with vested interest in the results. The French philosopher Henri Poincare once observed that science is built from facts just as a house is built of stones - but he went on to note that an accumulation...
Opinion: The Marketing Society Forum - Is There a Future for Price-Comparison Advertising?
The recession and supermarket price wars have driven an increase in campaigns competing to offer consumers the lowest price, but advertisers using this tactic have incurred the ASA's wrath. YES - SIMON DAVIES, MARKETING DIRECTOR, MOLSON COORS ...
Organic's Bid to Grow Sales
Organic food producers must band together to promote a strong message, writes Gemma Charles. Once the darling of shoppers and supermarkets, organic food companies have been having a miserable time in the past few weeks, leaving industry-watchers...
Price-Comparison Sites Re-Evaluate Strategies
Comparethemarket's success has spurred its rivals to action. The success of the 'Comparethemeerkat' campaign for Comparethemarket.com has driven strategy reviews at leading price-comparison sites Moneysupermarket.com and Confused.com. The campaign,...
Profile: Cutting to the Chase
Phil Thomas, UK marketing director, household and personal care, at Reckitt Benckiser, has no time for ditherers. Interview by Amy Golding. Like The Office's Wernham Hogg, Reckitt Benckiser is now based in Slough. The household goods manufacturer's...
Staying in the Spotlight
Grabbing the interest of sports fans and the media is the easy bit; retaining it is harder. Marquee sporting events such as Wimbledon, the Grand National and the IAAF's athletics World Championships thrust their respective sports into the media...
The Cold Wars
Ice-cream sales are holding up, but the sector is hindered by a lack of innovation, writes Nicola Clark. Any product for which purchases are tied to the notoriously unpredictable British climate faces a huge marketing challenge. Like the recession,...
The Week in Marketing
- Strongbow in TV push. Strongbow has launched two TV spots that continue its 'hard graft' theme aimed at working men. Created by St Luke's, with media planning and buying through MediaVest, the ads, entitled 'Bakers' and 'Trawlermen', broke this...
Warburtons
A pounds 22m marketing push has failed to stop the bread brand losing market share. Last month, Warburtons, the UK's bestselling bread brand, parted company with Bartle Bogle Hegarty, its advertising agency for the past 12 years. The timing of...
What It's Really like Inside: CNBC
- How do you come up with new marketing ideas? Our target audience includes senior corporate executives, financial-services professionals and high net-worth private investors as well as advertisers and in-house communications departments which want...