Marketing

Articles from January 9

13 Bad Marketing Habits to Ditch in 2013
After the excesses of Christmas, the traditional January purge kicks off in earnest. Nicola Kemp picks 13 common bad habits that marketers should forgo this year. 1. THE MIRE OF MARGINAL THINKING 'If you need a machine and don't buy it, then...
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Adwatch
Marketing's unique weekly analysis of advertisement recall in association with TNS. EE Kevin Bacon is excellent, but the ad fails to champion EE and 4G as it might have done. Tom Roberts, Managing director, Tribal DDB London There's a lot...
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And Finally: We'll Call You - BT
Mole likes to set easy-to-achieve New Year resolutions and first up was a vow to understand TV packages, now that BT has launched its first TV push for YouView. BT: Welcome to BT, the UK's most popular broadband provider. Which products are you...
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Bombay Sapphire
The premium London dry gin with a difference has used its distinctive blue packaging to memorable effect. Michel Roux of Carillon Importers developed Bombay Sapphire from Bombay Dry Gin in the 80s. The drink was based on a recipe from 1761, created...
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Brand Barometer
A look at the performance of Cadbury Dairy Milk in social media over the past four months. In association with yomego SEPTEMBER Cadbury tweeted congratulations to ParalympicsGB and offered the chance to win a personalised Dairy Milk bar, garnering...
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Brand Manager of the Week: Martin Jobin, Marketing Communication Content Manager, Infiniti Europe
- Describe yourself in three words. Passionate, hard-working, Canadian. - How would you define marketing? The science of creating perceptions. - What would you be if you weren't a brand manager? I would be a dairy farmer. - What advice...
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Editor's Comment: Welcome - Now Is a Not a Time for Resolutions, but Actions
It would be a tad patronising to spend this column talking about your New Year's marketing resolutions; while it can be a bit of fun, none of you needs to wait until January to resolve serious issues. There is, however, a lot to be said for standing...
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Health and Fitness Clubs
Providers are innovating to attract users in a tough, highly competitive market, writes Jane Bainbridge. MAIN PLAYERS Brian Waring, Chief marketing officer, Virgin Active Waring took up his role at Virgin Active last month. He was previously...
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Marketing Promotion: Outdoor Campaign of the Month - TENA Men
What was the idea? The idea was to raise awareness of male bladder weakness - a condition that affects more than 3.6m men in the UK. That's enough to fill Wembley Stadium 40 times over. The creative execution was a real first for TENA. We wanted...
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Martin Glenn Set to Depart Birds Eye Iglo
Frozen-food brand's private-equity owner has been seeking buyer for operation. Birds Eye chief executive and former PepsiCo marketer Martin Glenn is poised to leave the company after six years at the helm. Glenn's departure comes as the brand's...
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Opinion
Creativity is an elusive but essential quality in businesses, and requires bold thinking on a corporate level, as well as from the 'talent'. If this is the year you resolve to inject more creativity into your brand, who do you invite to get things...
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Profile Builder: Who Google Thinks You Are ... Chris Maples
Chris Maples, Vice-president, Europe, UK managing director and European sales director, Spotify. - The first result pushes to The Guardian's Changing Media Summit. - The next is to Maples' LinkedIn profile. - The third links to his Twitter...
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Shift
As the hangover from the excesses of the festive period recedes, marketers are struggling to predict the future. It's time to get off the fence, writes Nicola Kemp. There is one thing marketers would be loathe to give up as a new year's resolution:...
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State of the Nation
Andy Nairn, consultant and former chief strategy officer at Dare, examines the biggest trends from the latest census and how they will influence the country's marketers. January is a peculiar month. It is a time when we make resolutions - and then...
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Tech
Buying a television is no longer about screen size or resolution, writes John V Willshire, and manufacturers must strive to make their TVs as 'smart' as tablets and other devices. You might have been given a television for Christmas. Mind you, given...
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The Marketing Interview: Sarah Warby, Sainsbury's
The supermarket's marketing director must get to grips with its ecommerce expansion and intense competition in her first full year in the job, writes Matt Chapman. Sarah Warby may have spent a chunk of 2012 on maternity leave, but the marketing...
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The Marketing Society Forum: Can the Marketing Industry Match 2012's Heights in the Year Ahead?
The Queen's Diamond Jubilee, the Olympics and Paralympics made last year a hard act to follow. YES - SIMON ORPIN, JOINT MANAGING DIRECTOR, GETMEMEDIA.COM (and former creative solutions director at ITV) A lot of people will doubt that 2013 can...
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This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. - Aviva in global rethink Aviva has rolled out a fresh global marketing plan, in which its humorous UK advertising, starring comic actor Paul Whitehouse,...
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Travel Guides: Lonely Planet Up for Grabs
The BBC is understood to be selling the travel brand, writes Kim Benjamin. After the excitement of Christmas and ringing in the New Year, returning to work and an empty social calendar is enough to lower anyone's spirits, with many people's thoughts...
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Waitrose Drops Delia, but Retains Blumenthal
Waitrose is to drop Delia Smith from its advertising after three years, but will continue to work with fellow celebrity chef Heston Blumenthal. The supermarket brought in Smith and Blumenthal in March 2010 as part of a fresh marketing strategy intended...
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