Marketing

Articles from December 5

Adwatch
Marketing's unique weekly analysis of advertisement recall in association with TNS. Argos The retail chain's Christmas ad campaign is well-branded, but lacks creative ideas. Matt Willifer, Executive planning director, WCRS A family of blue...
A Marketing Promotion: Brands Tackle the Content Conundrum
The growth of mobile and social media has made the issue of producing always-on content more complex than ever before, writes Stuart Derrick. Whatever time it is, somebody, somewhere is talking about your brand Nowadays, they might not be sharing...
Brand Barometer
We launched this section of Marketing at the start of the year to assess brands' activities across traditional and digital channels via a set of metrics provided by expert suppliers. I hope it has provided food for thought and has entertained as...
Brand Manager of the Week: Jodie Wickers, Senior CRM Manager, L'Oreal
- Describe yourself in three words. Passionate, bubbly and conscientious. - What would you be if you weren't a brand manager? Working in an elephant orphanage in Nairobi. - What advice would you give someone starting their marketing career?...
Brand of the Year: Procter & Gamble's Olympic Investment Was Rewarded by Its Peers for Setting the Highest Benchmark
Olympics sponsor brands dominated this year's Marketing Society Brand of the Year Awards, with Procter & Gamble winning a live vote on the night to hold off fellow Games sponsors EDF, BT and Sainsbury's. Guests at the event, held in London's...
Cheese
Cathedral City is the dominant brand in a sector experiencing strong sales growth. MAIN PLAYERS Sam Mitchell, Category and strategy director, EU cheese and grocery, Mondelez International (formerly Kraft Foods) Mitchell began his career as...
Editor's Comment: Welcome - Starbucks: Proof That PR Should Be Left to Marketers
Starbucks. Some people think that the brand should be renamed by changing just one letter (that T-shirt is available), especially since it emerged that - like Amazon, Google, Vodafone and others - the corporation has found ingenious, legal ways...
Gitanes
The French cigarette brand's associations with art, literature and motorsport have boosted its appeal. The Gitanes cigarette brand originated in France in 1910. Maurice Giot produced an art deco-style pack in 1927, the first in a long line of collaborations...
Insurance: Churchill Stalled by Clunes
The insurer has axed TV actor Martin Clunes and must plot a fresh ad strategy, writes Kim Benjamin. Insurance provider Churchill, part of the Direct Line Group being spun off by RBS, announced last month that it had ditched former Men Behaving Badly...
Integration: Chris Sloane, Ohal - Multiple Touchpoints Demand Smart Thinking
Agencies can deliver ROI in an integrated world only if they rethink their measurement approach. I have noticed that someone is following me. He was there when I waited for a bus this morning, and I glimpsed him at the station on the way to work....
Integration: Client View - Three Clients Take Three Routes to True Integration
But all our interviewees agree that agencies may need to be reminded that integration should be applied consistently to building business. Any consideration of the growing number of touchpoints that most modern campaigns cover leads to the conclusion...
Integration: Emily James, Rainey Kelly Campbell Roalfe/Y&R - Building Integrity
Brands should forget integration and develop a guiding philosophy that is broad and robust enough to be relevant across all areas of their business. Of all the brands in the world, Facebook has no excuse for getting communications wrong. With more...
Integration: Neil Henderson St Luke's - Set the Agenda. Mobilise the Business
Agencies can help clients discover and articulate core brand values that can galvanise an entire business. So integration just got interesting. Clients have decided that it is so important that instead of making it the responsibility of their agencies...
Integration: Richard Millar, Hill & Knowlton Strategies - Interconnected, Not Integrated
Brands will need ideas that connect, engage and inspire their audiences if they are to stay ahead of the game in today's all-seeing, connected world. My wife has a wonderful phrase to describe the village where we live: 'It's the sort of place in...
Integration: Roundtable Discussion - Plotting the Integration Journey
Integration is more important than ever, according to Marketing's panel of experts, and it should affect entire client organisations, not just their marketers. Welcome to the first co-branded Marketing/Campaign Essays on Integration. The collection...
Integration: Sally Laurie, Dr Kathleen Mortimer, Northampton Business School - Integration Demands Effort from Everyone
Client organisations need to be fully behind integrated marketing communications strategies if they are to have a chance of success. Integrated marketing communications (IMC) is becoming increasingly relevant and necessary in today's multichannel,...
Integration: Stephen Maher, James Middlehurst MBA - Don't Think Agency, Think Digitally
All our customers are inherently digitally integrated, so agencies that don't follow suit will be going the way of the dinosaurs. Integration in structure and execution has long been accepted as a solid approach. Integration that supports the business...
Marketing Promotion: The Thinkboxes Awards for TV Ad Creativity - Pure TV Brilliance from IKEA
Winner for September/October 2012. Furniture retailer IKEA wanted to demonstrate its understanding of the challenges people face every day in their homes, and its ability to provide practical solutions and inspiration. Its 'Playin' with my friends'...
Npower Marketing to Focus on Charity Ties
Energy company looking to swap sponsorships for 'community-led' initiatives. Npower is looking to shift its marketing strategy away from sport sponsorship in favour of partnerships with charities to improve its brand perception. The energy company...
Opinion
The wealth of research on the ritual of giving may provide clues about the reasons behind some consumers' reluctance to buy gifts online. In a recent piece of informal research - look, I asked a few people - the discovery was made that choosing...
Profile Builder: Who Google Thinks You Are ... Keith Moor, Director, Brand and Communications, Santander
- The first result pushes to Moor's LinkedIn profile. - The second is to an opinion article in the trade press. - The next links to an industry opinion video on The Marketing Society's site. - The fourth is to a piece in Marketing on Santander's...
Shift
The thorny issue of tax avoidance is not going to go away and, in these times of ultra-transparent business, brands that engage in the practice have nowhere to hide, writes Nicola Kemp. Like the Grinch who stole Christmas, the Starbucks tax-avoidance...
Taxing Issues for Marketing
From paedophile cover-ups to tax avoidance, corporate brands are learning that they must recognise public anger and act quickly to avoid repeating their mistakes, writes Jane Bainbridge. This Saturday, Brixton's Starbucks will become a play centre,...
Tech
Having a social-media strategy is pointless unless it is part of an overarching content strategy - whatever the platform, it's what a brand has to say that really matters, writes Gordon MacMillan. If 2012 has been about shaping and developing a...
The Marketing Interview: Elizabeth Fagan, Boots
The company's marketing director is juggling a change in creative strategy alongside the crucial Christmas period, writes Matt Chapman. Axing a long-running creative strategy is never an easy call for a marketer to make. It carries with it the risk...
The Marketing Society Forum: Do Digital Brands Need Bricks-and-Mortar Outlets to Be Successful?
Microsoft is pondering whether it might benefit from Apple's flagship-store retail model. NO - ANDREW WARNER, SENIOR MARKETING DIRECTOR, EUROPE, EXPEDIA The facts are simple. There are more ways to interact with brands than ever. Some are physical,...
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. - P&G scoops Brand of the Year Procter & Gamble has won The Marketing Society's 2012 Brand of the Year award, which is run in association...
We'll Call You: Sainsbury's
News of an increase to the minimum price of alcohol hit Mole hard, and we were anxious to know whether an early Christmas shopping trip would be prudent. Sainsbury's: Hi, you're through to the Sainsbury's care line, (gives name), how can I help?...
What Will Take off in 2013?
Marketers from across the industry look back on their digital successes of 2012 and reveal where they are putting their money in 2013. There's a confident air among senior marketers after a year in which one or two certainties have been established....