Marketing

Articles from February 6

Adwatch
Marketing's unique weekly analysis of ad recall in association with TNS. Furniture retailers Going cold turkey on 'in your face' sale ads is the only way to avoid harm to brands' health. Richard Alford, Managing director, M&C Saatchi ...
Automotive: Honda Stalls in Europe
The Japanese car-maker's Swindon plant has been hit hard by weak demand, writes Kim Benjamin. Honda has not had a good start to 2013. A slump in demand across Europe has forced the Japanese car manufacturer to slash the workforce at its Swindon...
Brand Barometer
Social brand tracker In association with yomego A look at the performance of Nintendo in social media over the past four months OCTOBER Following weaker-than-expected sales in the first half of the 2012 fiscal year, Nintendo confirmed that...
Brand Manager of the Week: Kelly Hill, Senior Marketing Manager, TUI
- Describe yourself in three words Direct. Determined. Fun. - How would you define marketing? It's the business equivalent of Derren Brown - getting into your valued customers' minds to understand their inner needs and desires, and providing...
Cooking/pasta Sauces & Stocks
NPD and value perceptions are key in such a tough, well-established market, writes Jane Bainbridge. MAIN PLAYERS Jon Goldstone, Vice-president, brand-building, food and ice cream, Unilever In September 2012 Goldstone joined Unilever from Premier...
Editor's Comment: Welcome - Experiments to Evaluation: Social Media Gets Serious
You might notice there's something of a theme to this week's issue We spotted it too, and decided to embrace it with a flash on the front cover: Social in focus. It would be satisfyingly neat to claim it as a carefully planned editorial strategy,...
From Clicks to Yardsticks
In the IPA's Advertising Works 21, Mindshare's Simeon Duckworth reveals the pitfalls of digital measure ment and how marketers can avoid misinterpreting data. The most common mistake made in digital measurement is simply to quote the number of fans,...
GLA Struggles to Secure Brand Backing for Sport
London 2012 sponsors have been accused of abandoning their commitment to the Olympic legacy, with the Greater London Authority (GLA) struggling to raise funds for sports-participation projects. City Hall has committed to investing pounds 7m in grass-roots...
Marketing Promotion: Outdoor Campaign of the Month - Microsoft Windows Phone
Diane Perlman, Windows Phone UK marcoms lead, Microsoft. - What was the idea? The Windows Phone was relaunched in November with a celebrity-endorsed campaign to show how it's reinvented around you - unique, personal and designed to keep you closer...
Marketing Promotion: The Thinkboxes Awards for TV Ad Creativity - Pure TV Brilliance from John Lewis
Winner for November/December 2012 For a UK retailer, Christmas is the advertising equivalent of the US Super Bowl, when ads are judged to be 'winners' or 'losers'. For John Lewis, the ad output of which has won multiple awards in recent years...
Nike and Morrisons Target 15m Mobile Users Via Weve
Brands plan simultaneous campaigns as Vodafone joins EE and O2 on mobile ad platform. Nike and Morrisons will be the first brands to run mobile marketing campaigns simultaneously across the Vodafone, EE and O2 networks via the Weve joint venture....
Nine Rules of Engagement in the Validation Economy
Consumers have become reliant on the validation that social networks can provide. Nicola Kemp asks what the implications of this development are for the marketers shaping brands' digital strategies. Last October, a 27-year-old woman from the Netherlands...
Opinion
Measurement is a marketing essential, but 'vanity metrics' help no one. What's needed is a system that leads to action and adds value for customers. Imagine a multi-disciplinary team at a 'brand health' debrief. Marketers are around the table in...
Profile Builder: Who Google Thinks You Are ... Jo Kenrick, Marketing Director, Homebase
- The first link is to Kenrick's LinkedIn profile. - The next is to Kenrick's appointment announcement in Retail Week. - The third result is to an interview with The Marketing Society. - The fourth is to Kenrick's speaker profile on Brand...
Shift
Research revealing that teens are more irritated by online advertising than offline types suggests that it is time for marketers to reappraise analogue marketing, writes Nicola Kemp. There is logic and then there is love. We are in the process of...
Tech
An unfocused social-media strategy is a waste of money, time and effort: key to effectiveness is ensuring that your brand is active in the most appropriate spaces, writes Gordon MacMillan. If 2011 and 2012 were about first experimenting and then...
The Marketing Interview: Marvin Chow, Google+
The Google+ global marketing director believes that its latest social-media offering will give it the edge over its longer-established rivals, writes Matthew Chapman. Marvin Chow's LinkedIn profile captures the swagger of a man who made his name...
The Marketing Society Forum: Is the Consumer Mood Deteriorating amid Triple-Dip Recession Predictions?
Asda Income Tracker data paints a bleak picture of continued pressure on family income. NO - JOE CLIFT, DIRECTOR, CWA MARKETING Everyone accepts that it's a tough world, and nothing we have heard so far in 2013 has made us feel better. However,...
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. - RIM relaunches as BlackBerry Research in Motion (RIM) has rebranded to BlackBerry and appointed singer Alicia Keys as its global creative director...
Winsor & Newton
The art materials brand has been providing the world's artists with tools and inspiration for 180 years. William Winsor and Henry Newton founded their art supplies business in 1832 to offer a wide choice of permanent colours to painters. Earlier...