Marketing

Articles from November 7

Adwatch
Marketing's unique weekly analysis of advertisement recall in association with TNS. Costa Coffee Seemingly disembodied heads in a sea of coffee beans sing Kiss in this memorable ad. Ben Mitchell, Planning director, The Red Brick Road The...
BBC's Fight to Regain Trust
The organisation could suffer lasting damage from the Jimmy Savile scandal, writes Kim Benjamin. The BBC - affectionately known as 'Auntie', and long thought of as the UK's most-respected media organisation - has had a torrid time in recent weeks....
Brand Barometer
Water marketing fascinates me. While I'm sure the brands would argue otherwise, from Evian to Highland Spring, it all tastes similar. Consumers don't want to feel they are being duped as they pay for something that's free out of the tap. So, a strong...
Brand Manager of the Week: Taskeen Jamal, Digital Brand Development Manager for Heart Health, Unilever
- Describe yourself in three words. Motivated, organised and resilient. - How would you define marketing? Marketing is forming lifelong connections between brands and people. - What would you be if you weren't a brand manager? A Bodytalk...
Diageo Aims for Full Marks
Theories abound as to why the global drinks company has issued a 'shooting for 10' rallying cry, write Noelle McElhatton and Gemma Charles. When a big brand owner summons its agencies to a meeting at which the core message is 'more creativity please',...
Editor's Comment: Welcome - Diageo Declaration in Tune with Its Heritage
We've had Unilever's rallying cry to its agencies to bring more 'magic and less logic' to its marketing (Marketing, 25 October 2011) Now, Diageo is issuing a similar challenge to its creative agencies: shoot for 10 out of 10 and don't worry about scoring...
End of the 'Pink Pounds'
Trevor Hardy, founder of The Assembly, on what brands must consider when reaching out to gay consumers. There's a bold, new campaign from nursery retailer Mamas & Papas that includes pictures of single and same-sex parents among images of heterosexual...
JLP Brands Split over Christmas Ad Strategy
John Lewis and Waitrose have taken divergent approaches to ad campaigns. Waitrose's 'unglamorous' Christmas TV ad, in which it vows to donate pounds 1m it has saved in the production of the campaign to charity, has created tensions with sister retailer...
Lyle's Golden Syrup
The brand, which began as a chance discovery, has used the same design for its tins for almost 130 years. In 1881, Abram Lyle, a successful Scottish businessman, set about constructing a sugar refinery on the banks of the River Thames. His three...
Opinion
In a profession awash with talk of 'project phases' and 'target dates' instead of deadlines, decisive action is too easily side-stepped. The line between thinking and doing is fuzzy. Let this page serve as an example. Since this is a weekly opinion...
Opinion: The Marketing Society Forum
Is it practical to expect '10 out of 10' in every piece of creative marketing? Diageo chief marketer Andy Fennell recently urged marketers to avoid settling for 'seven out of 10'. MAYBE - Sara Bennison, Marketing director, UK retail and business...
Profile Builder: Who Google Thinks You Are ... Paul Trueman, Head of Marketing, UK and Ireland, MasterCard
- The first link is to an article about Trueman's appointment at MasterCard. - The second and third results push to his LinkedIn and Twitter profiles. - The fourth link is to Trueman's profile on Brand Republic. Verdict: Trueman's profile...
Shift
The brands that decided to use Superstorm Sandy as an opportunity to drive sales showcased the very worst kind of marketing, writes Nicola Kemp. For many of the 6m Americans who woke up to darkness just over a week ago, their landscape will have...
Sir Martin Sorrell
WPP's chief executive talks technology, emerging markets and the downturn with Noelle McElhatton. 'What planet are you on?' exclaims Sir Martin Sorrell, chief executive of WPP, the world's biggest ad agency group. He is responding to Marketing's...
Tech
The role of photo-sharing app Instagram in documenting Superstorm Sandy has greatly accelerated its already impressive growth, with important ramifications for brands, writes Gordon MacMillan. What is currently the biggest thing in social media,...
The New Innovation Agenda
It's time to stop blaming the recession for everything, ditch the analysis paralysis, and embrace the innovation agenda, writes David Benady. Start-ups have streaked ahead in the race to find the great transformative innovations of our times. The...
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. - Coke helps Brits work it out Coca-Cola GB has developed a 'Work It Out' calculator, an online tool to help consumers balance their calorie intake...
Toilet Care
Consumers are determined to spend as little as necessary on cleaning products, writes Jane Bainbridge. KEY TRENDS - Demand Toilet-cleaning products remain in demand, with an estimated 43m domestic lavatories in the UK. The market is estimated...
Watch before You Buy
As ecommerce and branded-content strategies converge, are brands at risk of focusing on content at the expense of selling, asks Suzy Bashford. The content sector has been one of the most buoyant in the marketing industry throughout the recession,...
We'll Call You: Royal Mail
Mole wants to send our beloved Aunt Mole a seasonal gift. When do we need to get the package in the post to make sure it arrives safely in Mexico by Christmas? Mktg: Are you expecting any delivery issues this Christmas? Royal Mail: We are...