Marketing

Articles from January 30

2013: The Year of Being Single
Singletons' rise to be the biggest consumer group is a shift brands must respond to, writes David Benady. One of the biggest social trends to emerge from the 2011 census is the huge rise in the number of single people living in the UK. For the first...
Adwatch
Marketing's unique weekly analysis of ad recall in association with TNS. Comparethemarket The lack of meerkat mascot in the comparison-site's ad could prove to be a stroke of genius Hiding amid the usual flurry of January sales ads, I spotted...
Brand Barometer
VIRAL HIT OR MISS? Social video expert Unruly evaluates the latest Nike viral campaign Nike Golf - No Cup Is Safe With all the adrenaline, excitement and action of the average game of Scrabble, golf seems an unlikely sport to feature in a...
Brand Manager of the Week: Chris Owen, Senior Brand Manager, Mattessons, Kerry Foods
Describe yourself in three words. Curious, determined, creative. What would you be if you weren't a brand manager? An entrepreneur of some sort - taking one of my daft ideas and making it big. What attracted you to your current job? ...
BrewDog Founder Slams Traditional Advertising
BrewDog, the self-styled 'punk brewer', plans to launch a US TV show about craft beer, in line with its belief that editorial exposure is '1000 times more worthwhile' than advertising. The publicity-hungry brand's founders, James Watt and Martin...
Editor's Comment: Welcome - Rising to the Challenge at a Tough Time for the Industry
When it was announced just before Christmas that I was taking over as editor of Marketing, a friendly blue-chip chief executive sent me an email spelling out what he considered my challenge. There's never been a more exciting time to work in marketing,...
Football for Sale
As sponsorship revenues play a bigger role in club finances, such tie-ins are reaching new levels on the world stage. What are the implications for brands seeking to sign up, asks Richard Gillis. It's not only the fans who are questioning the cost...
Marketing Promotion: Product of the Year - 2013 Winners Revealed
This year's triumphant brands prove that it pays to innovate, while research highlights the added consumer appeal of lines that display the Product of the Year logo. A recession can be the killer blow to brands that fail to innovate. The news from...
Opinion
Reports of the death of the written word in marketing have been exaggerated: in fact, wordcraft has never been more important to brand communications. This month's launch of agency Holmes, Hobbs, Marcantonio prompted some warm smiles. It was the...
Profile Builder: Who Google Thinks You Are ... Alexander Von Schirmeister, Vice-President of Marketing for Europe, eBay
- The first link is to von Schirmeister's LinkedIn profile. - The next is a Q&A on Marketing Week's website. - The third is to a thought piece on Brand Republic. - The fourth result is an eBay European office-comparison video on Marketing's...
Shift
In the era of the 'fourth space', where home and work are becoming ever-more amalgamated, brands need to rethink their strategies, writes Nicola Kemp. First Coca-Cola's Jonathan Mildenhall coined the term 'work-life integration'; now Facebook executive...
Sports Marketing Body Could Face Axe at Birth
Sir Keith Mills admits British Sports Marketing Bureau struggling to win support. The proposed umbrella marketing body set up to pool commercial rights across UK sports will be 'killed off' if it does not attract major sporting associations, according...
Tech
The Hollywood film studios have been heavily promoting 3D movies; TV manufacturers have added 3D functionality to their sets. But is it a technology without vision, asks John V Willshire. In a previous column, I mentioned that I believe 3D remains...
The Guardian
The mouthpiece of the Left has kept up with the times via redesigns and a bold approach to digital delivery. For a newspaper that sells only about 200,000 copies a day, The Guardian is a brand that punches above its weight. Since its launch in 1821...
The Influencers: Sir Keith Mills
The Air Miles and Nectar founder, knighted for his work in bringing the Olympic Games to London, tells Judy Attwell about his sports ventures and the challenge of securing sponsorship. Never let it be said that Sir Keith Mills shirks a challenge....
The Marketing Society Forum: Should HMV Be Rescued and Can a Model Be Found to Ensure Its Survival?
Restructuring specialist Hilco took effective control of the music, DVD and games retailer last week. YES - NICK MERCER, COMMERCIAL DIRECTOR, EUROSTAR While there is no doubt the music and entertainment sector has been dominated by the supermarkets...
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. - BK and Waitrose join burger row Burger King and Waitrose have become the latest brands to become embroiled in the horsemeat scandal. Both companies...
Travel Agents
High-street travel agents have been hit hard by online research and booking, writes Jane Bainbridge. Winners and losers Virgin Holidays Has gone from 49 retail stores in February 2011 to 100 in June 2012, often in the form of concessions within...
Travel: The Dreamliner Nightmare
Boeing's future hangs on its cutting-edge aircraft, which are all currently grounded. Problems with an electrical battery and fuel leaks are just some of the issues that have plagued the much-hyped Boeing Dreamliner 787 aircraft in recent months....