Marketing

Articles from November 25

Adland Rides the Waves of Change
Global clients are driving major changes in ownership and structure of ad agencies. The trend toward greater consolidation looks set to continue in 2000, reports Conor Dignam The globalisation of the advertising business continues apace, with several...
Bacardi Puts [Pounds]7m into Harder Image
Bacardi, the world's best selling spirits brand, is ploughing [pounds]7m into a new ad campaign that attempts to give its white rum a more macho appeal and emphasise its Cuban heritage. Maurice Doyle, marketing director of Bacardi UK, said he was...
Back from the Amazon
Chris Ketley is possibly one of the most eager to please people I have met. The managing director of Zenith Media's newest division, Zenith Interactive Solutions, Ketley does his best to put me at my ease, organising tea and toast and happily passing...
BT Hit by First Strike in UK Call Centre Industry
BT became the first major company to be hit by a strike by call centre staff this week, in a dispute which the Communications' Workers Union claims poses major questions about the future of the telemarketing industry. The strike by up to 4000 CWU...
Call Centres Widen Their Field of Vision
Telemarketers are reinventing themselves as all-round communication experts as a result of technological demands. Identity crises are a feature of the marketing services industry. Agencies start off in one discipline, expand and broaden their offering...
Camelot Backs 2000 Draw with Direct Push
Camelot is backing its millennium lottery game, Big Draw 2000, with a [pounds]6m below-the-line campaign, its biggest direct marketing push since the launch campaign for the National Lottery in 1994. As part of the drive, Camelot will give away...
Centralise PR for a Cohesive Brand
Holly Acland discovers how three companies handle their global brand management Procter & Gamble has about five billion global customers, British Airways flies 40 million people around the world annually, and ISP World Online has close to one...
Century's Winners Have Succeeded in Keeping Promises
What do Coca-Cola, Nike's swoosh and Forrest Mars all have in common? Well if you turn to page 22 you'll see they are among those named this week as Marketing's Masters of the Century. Masters of the Century is a celebration of those people,...
Comment
No job security, little chance, if any, of training, no promotion and no company benefits...hardly an attractive career prospect. And yet the freelance market continues to increase. When left university more than five years ago with an MA in marketing,...
Common Sense Loses out to the Current Tool Fad
There is little excuse nowadays for being an ignorant buyer. And this applies as much to consumers as to their professional counterparts in companies. Knowledgeable consumers can use access to an avalanche of information on things like product comparison...
DM and SP in Urge to Merge Talents
The direct marketing and promotional disciplines are becoming more intertwined and the traditional distinctions are blurring. Our tables, reflect this coming together. This is the first time that Marketing has compiled a table combining direct marketing...
Expertise Shapes New Media Boom
E-commerce is only starting to take off but there is already a thriving new media agency sector which is growing rapidly. Honing skills may prove to be the key to success Many new media agencies are enjoying a boom that started in 1998, accelerated...
FMCG Marketing Ploys Don't Work for Retail Brands
The major brewers currently stand accused of not understanding the difference between a beer brand and the name on a lot of beer. Indeed, most pub retailers -- which is what brewers have become -- do not always understand the difference between...
Goodbye to the Ambassador, Hello Apologetic Hostess
Ferrero Rocher's ads were so bad they were a joke, but will the new ads raise profile? Ferrero Rocher has finally abandoned its excruciating 'ambassador's reception' advertising, and its new campaign, through Banks Hoggins O'Shea FCB, has entered...
Growing Business of Field Marketing
Field marketing may be a small sector but despite moves toward a greater reliance on technology, face-to-face contact is becoming a sought-after technique. Field marketing is the smallest of the services covered regularly in Marketing league tables,...
ISBA Backs Barcodes to Verify Posters
The Incorporated Society of British Advertisers is to test the use of barcodes on posters, to raise accountability in outdoor advertising to the standards of other media. Outdoor is the only advertising medium lacking an effective verification system....
ITV Winter Schedule Is Dominated by Dramas
David Liddiment, ITV's director of programmes, hit out at criticism of the channel's decision to ditch News at Ten as he unveiled the programming schedule for Christmas and winter 2000. He said that over one million more people were now watching...
Job Interview
Name Steve Boocock Job title Head of retail marketing Company Q8 Petroleum (GB) How did you get into marketing? I had designs on a career in marketing when I left university in 1986 and applied to several FMCG manufacturers for junior marketing/brand...
Let's Try to Learn from Errors of the Past in the Next 1000 Years
I fear many of us are far too enmeshed in thrilling futuristic matters such as the internet to spare so much as a glance at the past. In fact, as we near the (bloody boring) millennium, I wonder how much marketers -- but especially advertisers --...
Letters
Opting out will hurt poor most So the government is pressing banks to "service poorer sections of society" (Marketing,November 18). This is, of course, entirely consistent with its policy on social exclusion. I am, it seems, forever reading articles...
Lloyds TSB Tests Link with Post Office
Lloyds TSB, the UK's biggest bank, is piloting a scheme that could see it offer a basic business banking service through the 15,500 Post Office branches in England and Wales. Lloyds TSB struck the deal with GiroBank, the retail bank which operates...
Marketing HELPLINE SERVICE
E-mail: marketing@haynet.com Q We are an electrical products company looking for a medium-sized agency in the Bristol area to provide an integrated campaign aimed at establishing our brand. Ideally it would have experience in the DIY and home improvements...
Media on the Edge of Transformation
Media planning and buying agencies are trying to guide clients through the digital revolution, but at the same time facing a huge shake-up in their own market. By Conor Dignam Take a good look at this league table of media agencies and their respective...
Millennium Drives a Focus on Design
The new millennium is making UK business think hard about its image and branding. This new interest in corporate image is fuelling a boom in design. It can be no coincidence that the group of design consultancies showing the steepest growth in the...
National Push for Local Press
Will the future of advertising be in local papers? By Jane Bainbridge The regional press has suddenly become big news. The combination of a high profile marketing campaign, courtesy of The Newspaper Society, another set of relatively stable ABC...
New Year Revolutions
The digital age has arrived. On the web, via interactive television, or even the digital telephone, consumers now have greater power than ever before, to quickly decide which brands and services to support. Today's consumer demands speed, quality,...
Online Book Shop Opens Music Site
BOL, the Bertelsmann-owned online bookshop, this week begins selling CDs for the first time backed by a multimillion-pound advertising campaign. The shop is to provide half of the 500,000 CDs that will be on sale, with accompanying 30-second audio...
Pen Portrait
Amanda Walsh, managing director of ad agency Walsh Trott Chick Smith, spent 12 years at WCRS, working her way up to become managing director in 1993. She left in March 1995 to become a co-founder of Walsh Trott Chick Smith This writer has so many...
PR Hits the Highest Points of Success
Public relations agencies are undergoing fast transformations fuelled by new media, a spate of takeovers, and a serious approach to corporate reputations at board level. Three major themes dominate developments across the agency sectors. In no particular...
Research Sector Takes World View
The demand for an international perspective and the rising costs of research are fuelling consolidation in this sector, to benefit from the economies of scale and global reach. The advertising-to-PR communications group WPP is a bit like Procter...
Rising Marketing Costs Hit Camelot
Camelot blamed the rising cost of marketing the National Lottery this week as a key reason for a 40% slump in profits in the past six months, while sales continue to fall. The lottery operator blamed waning public enthusiasm, a down-turn in high-street...
Shelter to Boost Millennium Fundraising with Three Million Household Door-Drop
Shelter, the charity for the homeless, will run its biggest fundraising appeal to date over the millennium period, with a three million household door-drop through direct marketing agency WWAV Rapp Collins. The campaign, 'Millennium Plus', is being...
Telecom Rivals Line Up for WAP War
The launch of the first multimedia mobile phone package from Orange this week heralds a new era in communication for UK consumers. Apart from simple phone calls, a range of services will be available by dialling a few buttons on your handset, including...
The Century's Masters
Marketing asked some of the industry's leading figures to pick the brands and marketers that have had a profound impact on business in the 20th century Brand of the century: Coca-Cola Coca-Cola has won the top prize because of the longevity of...
The Defenders of News at Ten Must Refocus on a Replacement
Those who have a limb removed sometimes report phantom pain the the area for years, as if it had never gone. It's a bit like that with News At Ten. It may have gone, but for some people, especially those who used to work on the programme and politicians...
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