Marketing

Articles from November 28

Adwatch
Marketing's unique weekly analysis of advertisement recall in association with TNS. Currys/PC World The retailer's ad and the strategy that underpins it are both highly instructive This is a typical product and price-promotion ad. What's worth...
Brand Barometer
The latest British Heart Foundation campaign, created by Grey London and featured in 'Ones to watch', is a good example of combining above-the-line with social video. As well as the TV ad, an online component comprises a longer instructional video...
Brand Manager of the Week: James Lacey, CRM Assistant Manager, Nissan GB
- Describe yourself in three words. Chirpy, hopeful, perfectionist. - What would you be if you weren't a brand manager? I still hold on to that dream of being a train driver. - What advice would you give someone starting their marketing...
BT's Big Content Gamble
The telecoms brand has paid in the region of pounds 1bn for sports rights, signalling the start of a high-stakes battle with Sky that will have ramifications beyond the arena of pay TV, writes David Benady. BT has new-found grand ambitions for its...
Creative Design at the Top Table
Design is proving its commercial value, as illustrated by the array of brands that, despite not being traditionally associated with the discipline, have adopted a design-led approach. Mention 'design-led companies' and the likes of Apple, Dyson...
Do You Know the Family CEO?
Exclusive research by IPC Media demonstrates the considerable purchasing influence, power and optimism of members of GenerationYnot!, women aged 40 plus who act as the chief executive of their household. Earlier this year, publisher IPC Media began...
Editor's Comment: Welcome - BT's Lofty Ambitions to Topple Pay-TV King Sky
BT has the brand repositioning challenge of a lifetime on its hands, as it seeks to be considered an entertainment player and no longer the utility that many still regard it as. To his credit, BT's consumer marketing director, David James, is candid...
Facebook's ROI Tool
The site claims it has made a breakthrough in measuring return on investment. Proving return on investment has long cast a shadow over Facebook, as marketers strive to tie their ever-increasing social-media spend to solid commercial goals. The...
Opinion
Forget about outside the box - easyJet has demonstrated that marketers need to think inside it if they are to refocus on the basics in a way that boosts the brand. What's the story behind easyJet's up-and-away 2012 financial results? As ever, there...
Power Shift in the Energy Sector
The government's edict that energy brands must simplify their price tariffs and place all customers on the cheapest price plan for their needs will force a strategic rethink, writes Matt Chapman. Banning or restricting advertising is hardly new...
Profile Builder: Who Google Thinks You Are ... Nina Bibby, Global Chief Marketing Officer, Barclaycard
- The first link is to Bibby's staff profile on the Barclaycard website. - The second pushes to her LinkedIn page. - The third result is a link to a story about her appointment. - The fourth is her judges profile on the Marketing Society Awards...
Shift
Retailers splurging on festive advertising makes Christmas the UK's answer to the Super Bowl spot, but many retailers have revealed they are woefully out of touch, writes Nicola Kemp. We love Christmas in our household: mulled wine, mince pies,...
Steve Radcliffe
Great marketers stand out because of their 'energies', the leadership tutor tells Noelle McElhatton[QQ]. The 'L' word is back in the headlines, thanks to the leadership crisis at the BBC. Tony Hall, its incoming director-general, went to the heart...
Supermarkets: Morrisons Plays Catch-Up
The supermarket has struggled to differentiate itself in a tough, crowded market. Earlier this month, Morrisons, the UK's fourth-biggest supermarket by market share, posted a disappointing set of third-quarter results, revealing a decline in like-for-like...
TAG Heuer
A track record of innovation and quality underpins the watchmaker's status as a leading global brand. In 1860, Edouard Heuer opened his first workshop in St Imier, Switzerland. At that time, the company's work focused on pocket watches By 1876,...
Tech
Everyone involved in social networking - users, brands and the networks - is learning as they go, but it doesn't mean having to stick with one option if it's clearly not worth your while, writes John V Willshire. Social networks now have to prove...
The Marketing Society Forum: Should Senior Managers at Brands 'Back Off' So Innovation Can Thrive?
A former P&G development head says 'over-managing' is 'killing the golden goose' of innovation. NO - MATTHEW BARWELL, MARKETING AND INNOVATION MANAGER, DIAGEO WESTERN EUROPE On the contrary, it is imperative that senior management creates...
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. Stelios launches Fastjet Fastjet, the low-cost African airline backed by easyJet founder Sir Stelios Haji-Ioannou, last week announced its launch...
Thomas Cook Shelves Planned New Year Push
Travel company abandons brand campaign for 'repurposed' ad from Germany. Struggling tour operator Thomas Cook is facing a marketing crisis in the lead-up to the travel industry's busiest booking period. Marketing has learned that the brand's...
We'll Call You: British Airways
Mole is, by nature, a quiet creature, but has recently embraced Twitter, following a handful of brands. So we were startled by BA's retweet of a racist comment. BA Good afternoon, British Airways customer relations, (name) speaking How can I help?...
Wine
Rising prices have affected sales of the UK's most popular alcoholic drink, writes Jane Bainbridge. MAIN PLAYERS - Andy Fennell, Chief marketing officer, Diageo Fennell took the role of chief marketing officer in September 2008. He has had...