Marketing

Articles from October 24

00 Sold
With Daniel Craig reaching for a Heineken in the latest James Bond movie, Simon Kershaw explores the fragile relationship between brands and film. 'Bond. James Bond.' Welcome to the UK's most successful and long-running film franchise. Since 1962,...
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Adwatch
Marketing's unique weekly analysis of advertisement recall in association with TNS. Plusnet What's not to like here? The ad presents a simple message executed with charm There are too many character ads these days, but here is one that manages...
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And Finally: We'll Call You - Starbucks
Mole was keen to find out more after reading reports that the chain paid just pounds 8.6m in UK corporation tax over a 14-year period, and none in the past three years. Starbucks: Good morning. How can I help you? Mktg: I'm concerned about all...
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Brand Barometer
Some agencies refuse to contribute to the Adwatch column because they don't want to 'slag off' their peers. My protestation that the review can compliment, as well as criticise, falls on deaf ears. However, if they've been reading the column recently,...
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Brand Manager of the Week: Andy Havill, Marketing Manager - Acquisitions, Stena Line
- Describe yourself in three words. Outgoing, creative, Kiwi. - What would you be if you weren't a marketer? I did several hours (trying) to fly planes when I was younger, so probably a pilot. - What advice would you give someone starting...
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Brand of the Year 2012
Marketing's journalists, together with The Marketing Society, present their shortlist of brands that have stood out in this momentous year. Now, it's over to you, our readers, to help choose the winner by casting your vote. This has been a golden...
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Chequered Future?
The current F1 rumour mill highlights the risk of using brand ambassadors, writes Alex Brownsell. The unpredictability that comes with using celebrity ambassadors has never been plainer to see. Take the media storm that engulfed Nike over its support...
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Ecommerce: Etsy Plots UK Onslaught
The 'boutique eBay' is ploughing cash into UK expansion, writes Ben Bold. Etsy has come a long way since its debut in 2005 as a US-based marketplace for vintage and handmade products - a sort of boutique version of eBay. Today it serves 800,000...
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Editor's Comment: Welcome - the Risky Business of Bond, Brands and Films
Unique is perhaps the best way to describe the Bond film franchise As a UK-based series of productions, none can compare to the Bond movies' history, sexiness or global reach. Small wonder, then, that Heineken is one of the latest brands to fall under...
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Guru
Asking data analytics people to work out what the numbers actually mean is perilous, writes Will Harris, because they tend to have no practical connection to the real world. Q: Our data analytics agency insists on a 60-sheet PowerPoint presentation...
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Harley-Davidson
Once favoured by the likes of Elvis Presley, the US motorcycle brand is still renowned for its style and quality. In 1901, 22-year-old William S Harley completed the blueprints for a petrol-driven engine designed to fit into the framework of a pedal...
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Marketing's One Giant Leap
The success of the Red Bull Stratos project underlines a broad cultural shift in marketing where brands are attempting to improve society, not just their bottom lines, writes Nicola Kemp. It was a greater feat than any 30-second spot has ever achieved:...
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Opinion
The assumptions behind the Post Office's self-aggrandising TV campaign are suggestive of a deluded organisation living in the past. Downton Abbey has become our equivalent of the Super Bowl for showcasing blockbuster TV spots. In this season's opening...
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Profile Builder: Who Google Thinks You Are ... Jim Slater, Managing Director, Costa Enterprises
- The first link is to Slater's profile on the Whitbread site. - The next is to his LinkedIn profile. - The third pushes to a Q&A with Slater. - The fourth link is to a biography of him on The Marketing Society Awards site. Verdict...
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Shift
Are brands offering services online that they simply can't deliver offline, thus damaging their reputation, asks Nicola Kemp. Long-haul travel: three words with the potential to drive terror into consumers' hearts. Long waiting times, terrible food,...
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Tech
Charging for wi-fi? You might as well try to charge for air. Which is why brands from Virgin Media on the London Underground to my local barber are giving it away, writes John V Willshire. Over the past few weeks, I've been pleasantly surprised...
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The Marketing Society Forum
Does the Red Bull skydive prove marketers should take more risks? The energy-drink brand's association with Felix Baumgartner's dramatic leap has seemingly paid off. YES - JENNELLE TILLING, VICE-PRESIDENT OF MARKETING, KFC UK & IRELAND ...
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The Rise of Brand Houses
Companies from Cadbury to Puma are realising the power and potential of opening brand bases at major events, as a string of examples from the London 2012 Games proves, writes Rachel Bull. London 2012 provided one of the biggest platforms for global...
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Thierry Billot
Pernod Ricard's managing director of brands says creativity and innovation are central to success. Here he talks to Nicola Kemp about the potential of social media and the perils of price promotions Although Pernod Ricard owns some of the oldest...
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This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. - HSBC embarks on global review HSBC is reviewing its global creative and media agency requirements, potentially threatening its eight-year relationship...
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Vodafone Offer Targets Tech-Hungry Shoppers
Deal will enable consumers to switch to latest smartphones every 12 months. Vodafone will attempt to attract tech-minded consumers with a leasing service for mobile devices that will allow them to switch smartphones every 12 months. The brand...
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Yoghurts
The sector boasts rising sales, but price promotions are affecting value growth. WINNERS AND LOSERS Activia In 2011, Danone's brand extended its lead over Muller Corner, thanks to the strength of its Intensely Creamy and Greek Style ranges...
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