Marketing

Articles from June 27

Adwatch: Heinz Ketchup 'Seed'
Scanning the Adwatch table this week, naturally, I started at the top of the tree with Sheila's Wheels. The execution is part of a long-running campaign, gaining in scale with each iteration, but maybe I've seen one too many Aussie apocalypse movies...
Andrew Walmsley on Digital: Social Networks Are Here to Stay
Back in the bad old days of the dotcom boom, to give your stock a boost all you needed to do was to append the.com suffix to your company name. Everyone was doing it, from oil companies to greengrocers; not joining in made it look like you didn't get...
Brand Health Check: Friends Reunited
It was once the place to be seen, but the original social network is trailing in the wake of stickier sites, writes Nicola Clark. In little over a year, Friends Reunited has gone from being a site that could go on to bigger and better things to...
Careers: What's It Really like Inside - Krispy Kreme
Do you have endless supplies of Krispy Kremes in the office for hungry workers? Not quite endless, but they do appear several times a week. - Krispy Kreme was set up in the US in 1937 and opened stores in New York City in 1996 and California...
Editorial: Long Arm, Deep Pockets
I feel frighteningly well-informed. This week I have learned that the police are cracking down on kerb-crawling and that I am at risk of losing my driving licence and a humiliating public expose should I suddenly decide to engage in the practice. ...
Helpline
Becky Charles takes the hassle out of finding the right product or service - you ask the question, she'll provide the answer. GREEN KEEPER Q: We are holding a summer event and want to give away a bag of goodies Who can supply us with quality,...
Marketing Digital Report: Search - A User-Driven Revolution
Search, and the technologies behind it, have utterly transformed the way we use and understand the internet as consumers, brand owners, and, of course, as marketers. True, sometimes it might feel as if the search engines are trying to shape our online...
Marketing Digital Report: Search - Find the Perfect Partner
Picking the wrong search provider can cause untold harm to a brand, but by asking a few simple questions at the pitch stage, it can be avoided. As search continues to dominate digital adspend and more consumers use search engines to find services...
Marketing Digital Report: Search - Is It Worth Getting in a Bidding War?
Getting attention through searches is vital. But is it better to spend big on keywords or focus on making your site the most search engine-friendly, asks Simon Brooke. The concept behind web search is simple: to ensure consumers can find your brand....
Marketing Digital Report: Search - Just What Brands Are Looking For
From shopping to jobs, the next generation of search services are allowing advertisers to better hone their activity. Suzy Bashford reports. When consumers look for something online, they don't want to waste any time. So it's no surprise that search...
Marketing Digital Report: Search - Pocket Sized Answers
Mobile search remains a comparatively small and untapped market, but advances in technology are expected to fuel both consumer and advertiser take-up, writes Gareth Jones. UK consumers are waking up to the fact that they no longer need to be in...
Marketing Mix: We'll Call You - Cunard
Mix always fancied a cruise on the QE2. But now it's going to become a hotel in Dubai, are we too late to book a trip? Cunard: Welcome to Cunard Line. How can I help? Mktg: Hi, I was wondering when the QE2 will stop sailing and if there are any...
Mark Ritson on Branding: Ban Won't Choke Big Tobacco Profits
In four days' time England's smokers will be officially banned from lighting up in pubs, restaurants, offices and any other enclosed public space. The ban will almost certainly have an impact on cigarette consumption. This week, about one in every...
Media Analysis: Storm Brews over C4's Plus-One
Channel 4's time-shift launch promises to galvanise ITV's clamouring against the restrictions of CRR. The revelation that Channel 4 will this summer become the first broadcaster to launch a time-shifted version of its core terrestrial channel across...
News Analysis: Diageo Dealt Harsh NPD Lesson
Diageo has found out the hard way that success relies on more than a hefty ad campaign. Diageo's new product development strategy looks to be in tatters. Last week it announced that it was to withdraw fruit-based alcoholic drink Quinn's less than...
News Analysis: Round One to Blu-Ray
Sony has an early lead over Toshiba in the latest disc-format skirmish, but the war is by no means over. Consumers still struggling with the prospect of high-definition digital TV are about to get a lot more confused. Just as they have started to...
Opinion: The Marketing Society Forum - Is Barclays Right to Consider Dropping Its Eagle Logo?
As Barclays seeks to tie up a merger with Dutch bank ABN Amro, the future of its logo is rumoured to be in doubt over fears that potential customers might attach Nazi connotations to its iconic eagle motif. ALLYSON STEWART-ALLEN, DIRECTOR, INTERNATIONAL...
Profile: Chilled Champion - Richard Tolley, Group Marketing Development Director, Dairy Crest
Richard Tolley is not your average dairy marketer. He has no interest in golf, and has never played on the rather odd mini-course on Dairy Crest's grounds, but did organise club nights at Manchester's legendary Hacienda as a student; he has also cycled...
Raymond Snoddy on Media: Captivity Doesn't Mean Engagement
If anyone was going to launch ads on the luggage doors above passengers' heads on aircraft, it would have to be Ryanair's Michael O'Leary. On Ryanair flights, travellers can now see ads for Meteor, an Irish mobile company, Red Bull or ING, depending...
Sector Insight: Health and Fitness Clubs - Health Surge Lifts Market
Margins may be tight, but with more people looking to get fit, growth opportunities are ripe. THE BACKGROUND - Once the domain of body-builders with bulging biceps, gyms have, over the years, changed their image from sweaty weights rooms to high-tech...
Smoking Ban: Stubbed out or Burning Bright?
With just days to go until the smoking ban comes into force in England, brands in a host of sectors are either frantically devising strategies to minimise the impact on their profits or plotting how to capitalise on the predicted upswing in their market....
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