Marketing

Articles from August 22

5 Skills You Can't Succeed Without
Gone are the days when a marketer's job title alone engendered respect. Suzy Bashford unveils the must-have skills for the digital age. Digital has democratised the workplace, smashing traditional hierarchies. In the process it has created an interesting...
Adwatch
Marketing's unique weekly analysis of advertisement recall in association with tns. Barclays Ad is simple and memorable, but strikes the wrong tone for a bank seeking to regain trust Jon Howard-Spink, Strategy and planning director, Quiet Storm...
And Finally: We'll Call You - Beiersdorf/Nivea
Mole was horrified by reports that the skincare brand had dropped our favourite songstress because her 'raunchiness' clashed with its brand values. But did it? Mktg: Hi, I'm calling because I've a question about Rihanna. Beiersdorf Right. ...
Brand Barometer
While the days of the 'Pepsi challenge' have long since departed, this week's 'Consumer voice index' shows that people still enjoy comparing Coke with Pepsi. However, in a sign of the times, it is Diet Coke, not the regular variant, that dominates...
Brand Manager of the Week: Daianna Karaian, Brand Strategy Manager, EDF Energy
- Describe yourself in three words. Focused, bold, reliable. - How would you define marketing? A promise made, and kept. - What would you be if you weren't a brand manager? A food critic. - What advice would you give someone starting...
C4 Paralympics Slots Attract Big Advertisers
Tesco and Apple believed to be leading interest, but some brands remain wary. Tesco, Apple and Google are among more than 50 non- Olympic-sponsor brands understood to have bought ad packages around Channel 4's coverage of the London 2012 Paralympic...
Cakes and Cake Bars
Brands are focusing on new formats and flavours to fight own-label dominance. WINNERS AND LOSERS Fabulous Bakin' Boys With a wider variety of formats and flavours for its cakes, FBB achieved strong growth - up more than 17% between 2010 and...
Editor's Comment: Welcome - Paddy Power Shows Some Serious Intent
Where do we stand on Paddy Power? The betting brand attracts views ranging from 'cheekily irreverent and fun marketer' to 'tasteless troublemaker'. If your opinion falls into the latter bracket, it would be tempting to badge Paddy Power as the betting...
Guru
'Unlucky' 2013 will be a battle of the planners, writes Will Harris, particularly in categories that have gone a bit stale, such as furniture retailing. Q: Is there a way of marketing my furniture retail brand to overcome the predictable sense of...
Luring the Chinese
Will an pounds 8m investment boost be enough to attract more tourists, asks Loulla-Mae Eleftheriou-Smith. The image of Brand Britain has never been stronger on the world stage Now Culture Secretary Jeremy Hunt has set the tourism bodies, which strive...
Mitchell on Marketing: Olympic Legacy: Inspiration That Sticks
As the dust settles on London 2012, Alan Mitchell talks to key Olympic sponsors to find out how their Games went, and what lessons can be learned. As the country, and especially London, looks back on the Olympics, sponsors enter the hardest part...
Opinion
The time has come for commercial sites that rely on user-generated content to admit the model's flaws and move on. When scholars come to write about the meteoric rise and subsequent decline of user-generated commercial content, they will seize upon...
Profile Builder: Who Google Thinks You Are ... Julia Goldin, Global Chief Marketing Officer, Revlon
- The first and third links are to profiles of Goldin, on Brand Republic and the Business Week websites respectively. - The second pushes to her LinkedIn page. - The fourth result is a video interview. Verdict: This is an interesting, varied...
Sharp 'Inventor' Shift Fails
Brand's repositioning has not stemmed its heavy losses. Japanese brand Sharp Electronics' heritage of innovation - the company started off making belt buckles and invented the mechanical pencil - is a far cry from its current situation. The value...
Shift
The Big Brother generation has run out of steam. Brands need to get behind real heroes to better connect with consumers, writes Nicola Clark. For me, it was easily the standout achievement of London 2012; Oscar Pistorius, who grew up with no lower...
Tech
Brands must opt for the spectacular and compelling if they hope to use technology to get consumers' attention, writes John V Willshire. The most underwhelming email I've received this year contained these words: 'Ford is now offering free 3D holograms...
The Branded Games
The Paralympics, which starts on 29 August, extends to brands a range of opportunities - and challenges - that the Olympics could not, writes Richard Gillis. Ginger Rogers did everything Fred Astaire did, only backwards and in high heels. The...
The Marketing Interview - Christian Woolfenden, Paddy Power
The Irish bookmaker's marketing director is staunch in his defence of its mischief-making as he steps up its international growth activity, writes Gemma Charles. Paddy Power never set out to wind people up, insists Christian Woolfenden as he seeks...
The Marketing Society Forum: Do Brands That Defy Motherhood Cliches Gain More Cut-Through?
Imperial Leather brand-owner PZ Cussons' latest ads aim to 'subvert perfect mother stereotypes'. YES - ALISON HOAD, JOINT CHIEF EXECUTIVE, RKCR/Y&R Why should parents be different from any other audience when it comes to cliched campaigns?...
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. - 'GREAT' ads hail Olympics The government last week issued an impromptu campaign under its 'GREAT Britain' banner to thank athletes, volunteers...
Yorkshire Tea
The brand has been successful since its launch in 1977, with fans including Prince Charles and Noel Gallagher. Yorkshire Tea's heritage dates back to the 1800s. Charles Edward Taylor set up Taylor & Co, a tea-importing business, in Leeds in...

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