Marketing

Articles from January 23

Adwatch
Marketing's unique weekly analysis of advertisement recall in association with TNS. Turkish Airlines The flag-carrier has achieved global reach with its light-hearted sports-stars ad Lucy Jameson, Chief strategy officer, Grey London Apparently,...
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Bailey to Praise Brands' Steps to Shield Children
The government's 'stocktake' of industry efforts to combat childhood sexualisation and commercialisation as part of the Bailey Review is set to applaud several of the steps taken by marketers. However, issues such as branded online games, or 'advergames',...
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Brand Barometer
Social brand tracker A look at the performance of SodaStream in social media over the past four months In association with yomego SEPTEMBER Conversation about SodaStream increased, as about 800 users entered Digital Spy's Twitter competition...
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Editor's Comment: Welcome - Lance Armstrong and Tesco Offer Lessons in Brand Trust
In the past week, we have written about examples at either end of the scale relating to how to manage a brand in crisis. Wags were quick out of the stalls with their predictable Tesco horse-burger gags. But this was no time for horsing around -...
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Forward Thinking: Digital IDM - Filling the Knowledge Gap
Marketers who reached senior positions before the digital revolution must be honest enough to admit the shortfalls in their skills and know-how, and brave enough to do something about it. The Oxford English Dictionary definition of 'education' is...
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Forward Thinking: Experience SapientNitro - Next Time It's Personal
Technological development has a long history of driving change in the retail space; now the use of individual and physical data can make shopping a truly interactive, responsive customer experience. The man in the hat ducks into a doorway and you...
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Forward Thinking: Global Trends - Strategy Dynamics Global SA - the Ownerless Economy
The proliferation of social media, mobile and digital has kick-started a process of change that will lead to an environment where solutions and experiences are key, and power rests with consumers. People have more choices than ever before and are...
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Forward Thinking: Interview - Kiddicare's Multichannel Masterplan
Alison Lancaster, the retailer's chief marketing officer, explains how she is orchestrating onand offline marketing to support the brand's aggressive store-opening programme. Kiddicare is a brand that bucks the current retail trend in several ways....
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Forward Thinking: PR - Weber Shandwick - Breaker's Dozen
2013 is the year when brands that fail to integrate their marketing offering to build meaningful engagement with consumers - particularly via digital and social channels - will be left behind. Here we are in 2013: make or break time. At Weber Shandwick...
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Forward Thinking: Radio RAB - Realise Radio's Mass Reaction
The reach of linear broadcast media makes it the most effective platform to achieve brand success, and with high levels of engagement and emotional influence, radio can help deliver this. Future-gazers often fall into the trap of concentrating on...
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Google+ Boss Dismisses Facebook Search Tactics
Marvin Chow insists Google+'s strategy not to push 'single destination' is right. Google has shrugged off the potential impact of Facebook's Graph Search feature, unveiled by the social network last week, after claiming its closed media environment...
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Healthy Eating: Change4Life Check-Up
The NHS-backed healthy-eating scheme's latest ad has attracted mixed reviews, writes Kim Benjamin. New Year, new you: January tends to be the time of year when most people's thoughts, however reluctantly, turn to losing weight. The Change4Life...
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Open-Source Comes of Age
Marketers must embrace open-source marketing for brands to prosper, as the rise of social media and digital means that hierarchies no longer trump good ideas, writes Suzy Bashford. We have long heard that 'an idea can come from anywhere', but various...
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Opinion
The food industry is fair game for critics on issues such as food waste, but researchers and consumers are not subject to the same level of scrutiny. In a recent quiet news week a report was launched claiming that between 30% and 50% of all the...
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Shift
The sympathetic response to the unexpected death of young internet activist Aaron Swartz underlines the growing acceptance of open data and transparency, writes Nicola Kemp. Aaron Swartz (pictured) committed suicide on 11 January. He was 26 years...
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Smeg
Best known for its bright, retro fridges, the Italian appliance brand has employed some big-name designers. Although it is often associated with a rather Scandinavian aesthetic, domestic appliance manufacturer Smeg is an Italian company. This...
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Table Sauces
Nearly all consumers buy table sauces - and they want to try new flavours, writes Jane Bainbridge. Key trends - Popular products Almost all consumers keep a regular supply of table sauces on hand at home (95% penetration, or approximately...
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Tech
Technical progress being made by brands, from small specialists to big names such as Panasonic and Google, means that frictionless augmentation is getting closer to becoming reality, writes Mel Exon. Buried among the vocal criticism and glut of...
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The Last-Mover Advantage
Some companies grab the headlines by being first to market, but how can brands make the most of the undeniable benefits of following in the footsteps of well-known pioneers, asks Jane Bainbridge. There is a well-entrenched marketing rhetoric that...
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The Marketing Interview: Giles Gordon, Kao UK
The toiletries and haircare company's marketing director is dedicated to innovating and engaging its brands' audiences, whatever the platform, writes Nicola Kemp. Boxes line the floor of Kao Corporation's gleaming new offices on London's Shaftesbury...
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The Marketing Society Forum: Is It Damaging for Premium Brands to Introduce Cheaper Types of Products?
Apple is developing a lower-end iPhone to strengthen its position against Samsung. NO - KRISTOF FAHY, CHIEF MARKETING OFFICER, WILLIAM HILL Apart from the pure luxury brands, you would hope that most well-run brands could introduce cheaper products...
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This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. - Coke addresses US obesity Coca-Cola last week responded to the growing debate about its products and obesity with a US ad campaign promoting its...
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