Marketing

Articles from September 19

Adwatch
Marketing's unique weekly analysis of advertisement recall in association with TNS. Toyota Ad for the marque's GT86 model offers thrills aplenty and is beautifully paced Steve Hastings, Planning partner, Isobel Back in the days when I could...
Aveda
The environmentally friendly haircare brand has enjoyed a startling rise since it was founded 34 years ago. Haircare brand Aveda's roots lie in using natural, environmentally friendly ingredients in its products. It was founded by hairdresser and...
Brand Barometer
While we media types all understood Channel 4's decision to sell advertising around the Paralympics opening ceremony, the general public were less than impressed. This week's 'Social brand tracker' on Sainsbury's shows positive sentiment toward...
Cinemas
Admissions and average spend per head have increased despite the recession. WINNERS AND LOSERS Vue - Its pounds 20m purchase of Apollo added 14 cinemas to its portfolio, taking its estate to 85 multiplexes and almost 800 screens across the UK....
Diary of a Games Maker
A McDonald's marketer says his role as a London 2012 volunteer taught him valuable work lessons. McDonald's marketer Ben Sherburn swapped head office for the Olympics and Paralympics, taking part in London 2012 as a Games Maker. Here, he talks about...
Editor's Comment: Welcome - EDF's Learning Curve Shows Value of Retention
Very crudely, nearly all marketing can be described as fitting into one of two categories: that designed to attract new customers and persuade them to use your product, and marketing to existing customers, encouraging them to use your product more....
EE Aims to Cash in on 4G Advantage
EE, formerly Everything Everywhere, will roll out 4G ahead of its competitors, but its Orange and T-Mobile brands are under threat, writes Lucy Jameson, chief strategy officer, Grey London. Finally, 4G is here, and with it, the iPhone 5. What a...
Guru
Clients charged with cutting costs during the recession must be wary of agencies pleading poverty, writes Will Harris. Q: I've just had a meeting with procurement, who want me to reduce the fees I spend on my digital agencies. I've already cut them...
Hotels: Travelodge Tackles Debts
The budget hotel chain is restructuring. From its financial restructure to its chief executive checking out, Travelodge has appeared far from turning its dreams of success into a financial reality in recent months. The debt-laden chain is the...
Mitchell on Marketing: Beyond Advertising
In the information age, measuring the return on consumers' investment of time is becoming more important than the ROI of traditional marketing campaigns, argues Alan Mitchell. In 2010, when VW was launching its Golf GTi in the US, it didn't do any...
Opinion
Most people involved in brand decision-making will see 'reason-blockers' in action. So how do you overcome these brick walls in discussions? Now that so many marketing teams take what is laughably termed a 'consensus approach' to major brand decisions,...
Profile Builder: Who Google Thinks You Are ... Lindsay Nuttall, Head of Marketing, BBC One, and Head of Drama, BBC
- The first link is to news of Nuttall's appointment in The Guardian's Media Monkey diary column. - The second and fourth also push to stories about her return to the BBC. - The third is to her LinkedIn profile. Verdict The content from news...
Shift
The smartphone has fast become indispensable to many consumers, but the value of switching off should not be underestimated, writes Nicola Clark. If the first thing you look at in the morning is your smartphone and not your significant other, then...
Special Report: Field Marketing - Back to the Field
Marketers' love affair with all things digital shows no sign of slowing down, but there is still no substitute for on-the-ground insight, writes David Benady. Marketers can spend all day in front of a screen checking on market research results and...
Tech
'The cloud' is not about technology, but economics, argues Graham Oakes. It requires a shift in organisations that use it, from managing efficiency to managing abundant computing resources. Clouds are grey fuzzy things that rain on you. So why have...
Tesco Nears 'Dream' of 3D Ecommerce Offering
Increase in domestic computing power brings 'fly-through' virtual shop closer. Tesco says it is now homing in on its ambition of creating a fully immersive virtual 3D ecommerce store as a result of increasing UK broadband speeds and the take-up...
The Marketing Interview: Martin Stead, EDF Energy
The utilities company's marketing director wants to instil love and two-way loyalty in its relationship with its customers, writes Matt Chapman. Love is not a word that springs to mind when you think of the energy sector. However, such unbridled...
The Marketing Society Forum: Should Marketers Try to Protect Brands beyond the Transaction?
Mars has issued a disclaimer regarding deep-fried Mars bars available from a Scottish chip shop. NO - Michael Sugden, Managing director, VCCP Mars wants the Carron Fish Bar to display a disclaimer saying Mars does not endorse its signature dish,...
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. - Bupa chief George exits Bupa's top marketer, Martin George, is to leave the health-insurance provider as part of a global restructure, writes Alex...
We'll Call You: Domino's Pizza
Mole might have a pizza problem, but we're hopeful our young pups will favour a healthier diet, which is why a TV documentary about Domino's worried us. Domino's: Good morning, Domino's, (name) speaking, how can I help? Mktg: Hello, I watched...