Marketing

Articles from September 12

Adwatch
Marketing's unique weekly analysis of advertisement recall in association with TNS LADBROKES Although based on a strong strategy, the ad is cliched and potentially irritating Online gambling and dating have exploded over the past five years....
And Finally: We'll Call You - Channel 4
Mole became accustomed to ad-free sports coverage on the BBC during the Olympics. Did the Paralympics broadcaster go too far in the opposite direction? C4 (answers after Mole has navigated a series of automated menus and waited to speak to a person):...
Brand Barometer
So Facebook is cracking down on fake 'Likes' to prove to brands that it's a useful metric. This news comes just weeks after another story broke about celebrities and their phantom Twitter followers. Facebook said this policy would allow brands to...
Brand Manager of the Week: Mike Harper, Marketing Controller, Pilgrim's Choice and MU, Adams Foods
- Describe yourself in three words. Energetic. Laid-back. Never inbetween. - What would you be if you weren't a brand manager? F1 racing driver. - What advice would you give someone starting their marketing career? Use data to empower...
Brands Step Up Defence against Own-Label Lines
Coca-Cola and Unilever among those shifting strategies to retain brand equity. Coca-Cola and Unilever are among major brand-owners shifting their strategies to better differentiate themselves from own-label competition. Faced with mounting pressure...
Champagne and Sparkling Wine
Brands are battling bargain-hunters and a general decline in drinking, writes Jane Bainbridge. Main players Elsa Corbineau, Marketing director, Moet Hennessy UK Corbineau has held her role since early 2010, having previously been international...
Coalition Unveils Marketing Shift
The government's first annual marketing strategy outlines the make-up of marketing 'hubs', intended to cut duplication, and takes the bold move of projecting spend. As David Cameron sought to send a message to voters that his government 'means business'...
Editor's Comment: Welcome - Everything Everywhere Faces 4G Conundrum
The mobile market is the commercial battlefield where the bullets fly thickest. The latest mobile offensive is the rush to provide 4G services, and this week is 4G high noon in the UK, as Everything Everywhere unveils its fourth-generation brand...
Guru
Frustration at leading a marketing department that is sidelined in the general business is understandable, writes Mhairi McEwan, but you must be constructive to tackle the problem. Q: I've taken up a marketing director role and the reality is not...
Mobile: Huawei Takes on Apple
Can the Chinese brand's Ascend handset make a dent in the UK market, asks Kim Benjamin. Chinese technology brand Huawei, the second-biggest supplier of mobile telecoms infrastructure equipment in the world, has bolstered its presence in the UK....
M&S Gets Real
As Marks & Spencer unveils its latest campaign, ditching stars from its ads in favour of 'real women', Andy Nairn weighs up the strategy's risks. It's easy to forget that M&S began advertising on TV in earnest only a decade or so ago. The...
Opinion: Rapier's Demise Is Evidence of a Shift toward Using Specialist Agencies, but This Trend Presents Some Tough Issues
Rapier was always an unusual agency. In the mid-90s, it emerged from the world of direct marketing, where its reputation was strong, to take on advertising agencies at their own game. It therefore came at integration from the opposite direction...
Profile Builder: Who Google Thinks You Are - Philippa Snare, Chief Marketing Officer, UK Microsoft
- The first link is to Snare's LinkedIn page. - The second and third results are profiles of Snare, on the Women in Technology site and Brand Republic, respectively. - The fourth result is her Twitter profile. Verdict This is a very good profile....
Ricard
The French aperitif may not be ground-breaking, but its POS work is an exemplar of effectiveness. The quintessentially French drink Ricard was created as recently as 1932, but has become thought of as a traditional part of French culture. Home-made...
Tech
It's tough being in print in an ever-more digital world. At the 64th World Newspaper Congress, in Kiev last week, the world's press gathered to discuss the situation and explore the future. By George Nimeh. The World Association of Newspapers and...
The Age of Influence
With the rise of digital, personal branding has evolved. In the third instalment of Marketing's summer school, David Benady asks to what degree a marketer should focus on this area. Brand managers and marketing directors dedicate their professional...
The Marketing Interview: Roy Blanga, Groupon
The daily deals site's managing director has had to deal with questionable results and an OFT investigation. Now, the brand faces increased competition. After a tough year for Groupon, it seems reasonable to assume that the daily deals site would...
The Marketing Society Forum: Does the Paralympics Offer More Cut-Through Than the Olympics?
Some observers argue that Paralympians are a more attractive proposition for brands. NO - Nick Mercer Commercial director, Eurostar The Paralympics has provided a previously unparalleled opportunity for UK brands to use an association with the...
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. - Nokia unveils Windows devices Nokia's long-awaited joint announcement with partner Microsoft last week led to disappointment, with the lack of...
Time to Learn to like Facebook
The rise of Facebook, not to mention Google, is transforming the market research discipline, leaving insight agencies to alter their mindset from asking the questions to listening to the conversation. In an era of social media, brands are moving...