Marketing

Articles from March 30

Adapting to Africa
Harriet Marsh on how a product designed for the African market found greater success in the developed world A lack of electricity must surely be a major barrier to consumers in the developing world accessing the global communications network. Or...
Banned by the ITC, but Tango's Still an Adwatch Winner
The ITC may have banned the new Tango ad, but not before it had an impact on viewers. Here's a first. An ad appearing in Adwatch which you will never see on the box again because it has already been banned. But the recent Tango ad, by HHCL &...
Camelot in [Pounds]29m Vow Even Lilt Loses Lottery
Camelot has committed itself to spending as much as [pounds]29m a year on marketing, even if it loses the battle for the next National Lottery licence from 2001. Speaking this week at the launch of a new [pounds]1m TV ad campaign, Camelot marketing...
Company Cv
Company facts Imperial Chemical Industries (ICI) was formed in 1926 by the merger of four British chemical companies. The ICI Group is one of the world's largest coatings, specialty chemicals and materials companies. It has more than 200 manufacturing...
Directwatch
Business-to-business direct mail advertising picked up sharply in January 2000 following the usual seasonal slump, with almost 1000 different creatives tracked. This was 71% up on the previous month's 561 campaigns and 17% up on January 1999. Business...
Dotcoms Gain Real Presence Outdoor
Dotcoms are using outdoor ads to give their brands physical substance. Fate is a funny thing. Just as the outdoor media sector is deprived of tobacco advertising revenue, it lights up thanks to the dotcom boom. The oldest medium in the world begins...
Even Superbrands Can Benefit from a Little Brand Heresy
What have Coca-Cola and McDonald's got in common? Of course there are the obvious attributes: they're American superbrands, iconic in status, global in outlook, dominant in their markets. But they have something else in common, too; they are both seriously...
Exploring Iceland
Alan Shepherd Marketing director Iceland Alan Shepherd knows how to behave like a gentleman. As a man who was, in his own words, "invited to seek alternative employment" by Somerfield last year, he might have some interesting things to say about...
Feel like Chicken Tonight? Just Press the Red Button on Your TV
With digital, there is the danger of providing more interactivity than anyone wants Very old hands will remember how, years ago, Time Warner used to have a super-duper cable system in Orlando, Florida. The odd $100m worth of the latest technology...
Job Interview
Name Debbie Wosskow Job title Joint MD Company Mantra What was your motivation for leaving Brunswick to set up Mantra? While at Brunswick I realised that no one agency was providing the full spread of marketing and PR requirements of new...
Letters
Where's the personal touch? Mike Ganley, Marketing Consultancy and Training, Heywood, Lancashire The Cruickshank report into banking, published last week, shows that public concerns about banks exploiting their positions and power are real and...
Marketing Principles Hold True in Web Age
Delegates at last week's ISBA conference listened to the established brands tight their corner in the dotcom age. In a week that saw a share price 'correction', if not a full-blown burst of the dotcom bubble, delegates to the Incorporated Society...
Misbegotten Mergers' Mailings Are Little but Self-Satisfied Pap
This is a team with an instant track record of self-serving waffle I recently received a big envelope from CGU and Norwich Union, which I opened to discover why they were merging. What fun for them! To be more exact, what fun for the self-satisfied,...
M&S Data Won't Help It to Predict Trends to Come
Look for the larger patterns because shifts in human taste are not fixed Amid all the noise surrounding last week's announcement by Marks & Spencer of its new identity, there was a snippet in one of the papers that brought a sense of unease....
New Skoda Branding Aims to Lose the Joke
Skoda is focusing on quality with an image shake-up and bid to be a lifestyle brand. How do you double the value of a Skoda? Fill it with petrol. What do you call a Skoda with no wheels? A skip. For us Brits, Skoda has symbolised everything that...
Online Shopping Raises the Value of Brand Images
Internet shopping for everyday supermarket products is having a tantalisingly long gestation period. Technology being the limiting factor, internet shopping will be considered born only when it provides the consumer with a visual representation of...
Quality Controller
Centrica chairman Sir Michael Perry talks to Conor Dignam about successful marketing Interviewing Sir Michael Perry has been likened to taking tea with a nervous Bishop. The former Unilever chairman certainly isn't a natural interviewee. He eyes...
Red Bull Fights off E-Mail Saboteurs
Red Bull is defending its product from a malicious e-mail campaign, in which consumers have been sent anonymous messages claiming the drink could cause serious damage to drinkers' health. It is the latest example of a brand facing the threat of...
Sainsbury's Trials Green Section in London Store
Sainsbury's is trialling a new 'store within a store' concept branded Wellbeing, which brings together organic foods with other green products, including household goods. The retailer has imported the idea from the US, where its Shaw's supermarket...
Time to Market Is NPD's Top Priority
Speed is now, more than ever, king of new product development. In the 50s, Haagen-Dazs founder Reuben Mattus spent six years perfecting his strawberry ice cream before launching it on the market. Next month, the company will unleash four new flavours...
When Is It Right to Use Shock Ad Strategies?
Public cynicism about the ad industry is leading to a major rethink on 'shock' ad techniques. False compassion in these compassionate times needs striking down. The advertising industry is under the spotlight in a time where consumers demand truthfulness...
Whitbread Youth Focus for GB Lager
Whitbread is planning a multi-million pound launch for its new GB lager brand, which will take on Carlsberg and Foster's in the on-trade, and be poured from a distinctive tap-shaped pump. The new lager will launch on May 1, with Mother and Motive...
Who Wants to Be the New Mr ITV?
With an ITC report waiting in the wings and unhappy advertisers complaining about higher prices, it is little wonder ITV has had difficulty replacing its chief. If industry gossip is to be believed contestants are not queueing around the block at...
Why Dixons Helped Build a School
Electronic retail giant Dixons funds a Bradford school, while other brands are exploring educational sponsorship with backing from the government. Marketers getting involved with schools has always been a touchy area. Remember the stink caused by...
Why Sponsors Are Great Fans of Sport
From football to Formula One, the sports licensing business is now booming. Andy Fry looks at this growth market Between now and October, sports fans have plenty to keep them glued to the television. They have already-witnessed a sparkling start...
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