Marketing

Articles from November 14

Adwatch
Marketing's unique weekly analysis of advertisement recall in association with TNS. Cow & Gate Come on Eileen-soundtracked ad is lovely and amusing, but leaves the viewer unchanged. Andre 'Dede' Laurentino, Executive creative director,...
Brand Barometer
We've taken a look at Red Bull this week in the 'Social brand tracker' (below) to chart the effect of the Red Bull Stratos mission. While the feat generated a spike, the brand's social-media reputation was so high that this wasn't as sharp as I'd...
Brand Manager of the Week: Ruth Start, Brand Lead, Very.Co.UK
- Describe yourself in three words. Creative, friendly, upbeat. - What would you be if you weren't a brand manager? In my fantasy, I'd be a novelist and TV drama writer, but in reality, I'd probably still be a B2C marketer - just with a different...
Editor's Comment: Welcome - Five Lessons from the Next Generation
Disenchanted, detached, demoralised. If that's your view of the next generation, you may be spending too much time with the Daily Mail The description is certainly at odds with Marketing's 2012 Next Generation (page 33). The 'D' you find here: dedication,...
Electrical Retail: Comet's Power Failure
Fierce competition has led to the retail chain's collapse. Comet, the second-biggest UK electrical specialist retailer, after Dixons, entered administration earlier this month, putting about 6000 jobs at risk. Comet was founded in 1933 as Comet...
Field of Data
The digital revolution has brought with it significant volumes of data, and new tools to handle it, but brands must do better to interpret and understand data from the field, writes Rob McLuhan. It may well be true that brands cannot move for customer...
Food Brands Commit to Public-Health Pledges
Government to unveil partners for next phase of Responsibility Deal initiative. The government is gearing up for the next phase of its 'Responsibility Deal' programme, partnering brands to encourage consumers to eat fruit and vegetables and discourage...
Guru
Working for a chief executive that hates Facebook is a tricky situation, but clever communications management can tackle the problem, writes Will Harris. Q: My chief executive loathes Facebook (one of her kids has been bullied on it, she says)....
Leica
This German opticals brand's high-quality compact cameras have become highly prized modern collectables. In 1849 Carl Kellner founded the Wetzlar Optical Institute in Germany, working on the development of lenses and microscopes; he died six years...
Marketing Design Awards 2012: The 2012 Design Winners
This year's Marketing Design Awards flew the flag for great British design in a year of unprecedented creativity, epitomised by the Olympics and the Diamond Jubilee. Winners covered a wide range of sectors, showcasing design at work at all levels...
Opinion
The existence of the licence fee insulates the BBC against the true, bottom-line impact of a dramatic shift in consumer sentiment. If the latest results from Primark tell you one thing, it is that consumers will reward brands that get it right....
Pizza
Retail pizza brands have struggled to overcome the rise of own-label offerings, writes Jane Bainbridge. KEY TRENDS - Demographics Britain's ageing population does not benefit the pizza sector, as only 44% of over-65s ate pizza in the past...
Power 100: Nxt Gen
Marketing, in association with Engine, profiles 30 of the brightest and best young marketers in the UK today. Suzy Bashford reports on how this next generation has already excelled in the discipline. The combination of youth and talent is a heady...
Profile Builder: Who Google Thinks You Are ... Khalil Younes
Khalil Younes, Senior vice-president for group sales, marketing and innovation, Carlsberg Group - The first link is to Younes' LinkedIn profile. - The next is to a comment from him on the Carlsberg Group's site, about the brand's UEFA campaign....
Pull the Heartstrings to Open the Purse Strings
Major UK retail brands have rejected big-name celebrities in favour of alternative strategies this Christmas, in an attempt to empathise with cash-strapped consumers, writes Simon Kershaw. Who can afford to be generous this Christmas? As if anyone...
Shift
It shouldn't take a natural disaster on the scale of a hurricane for brands to recognise that kindness, from corporations as well as individuals, really does matter to consumers, writes Nicola Kemp. At the moment 47,000 runners had been due to begin...
Tech
Brands such as Nike, McDonald's and Xerox have embraced gamification, not just for marketing, but to enhance areas of their business such as sales and customer service, writes Graham Oakes. Nike does it to sell running kit, McDonald's to build awareness...
The Marketing Interview: Zoe Howorth, Coca-Cola
Coke's GB marketing director guided the brand through an eventful summer, but 2013 will bring a different type of challenge. Zoe Howorth's biggest challenge since becoming the top UK marketer at Coca-Cola and taking charge of a pounds 1bn portfolio...
The Marketing Society Forum: Are Letter-Style Print Ads an Effective Way to Defend Your Brand in a Crisis?
HSBC, beset by criticism in the US, has issued a print ad intended to reassure UK customers. YES - Natalie Cowen, Head of marketing, East Coast Mainline Company In a crisis situation, customers want to know the facts, and that the organisation...
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. - Brixton pounds wins at Design Awards The Brixton Pound, a local currency launched in South London featuring images of local heroes including David...
Volunteer Marketer
From shaking hands with Oscar Pistorius this summer, as the London 2012 marketing director, to volunteering for the Obama grass-roots campaign, Greg Nugent tells Marketing about his experiences and lessons learned during the US Presidential election....
We'll Call You: Coca-Cola
Mole is losing a healthy-eating war with our offspring, and reckons the addition of a calorie-to-exercise counter on Coke's site sends an unhelpful message. Mktg: Hi, I read in the paper about the calorie-counter thing on your site, that tells you...