Marketing

Articles from May 9

ADWATCH: DTLR Goes for the Shock Treatment in Road Safety Ads - the Department of Transport Aims to Highlight the Danger of Driving When Tired in New Think! Work
The Department of Transport (DTLR) has used shock tactics to highlight the fatal consequences of driving when tired in its latest road safety campaign. The 30-second spot, created by Abbott Mead Vickers BBDO, enters the Adwatch chart at number 20,...
ANALYSIS: The Quest for Superbrand Status - How Does a Business Brand Build Itself Up to Become a Superbrand? Mark Tungate Looks at Some Examples
Are business brands more powerful than the government? Well, they're certainly more trustworthy, according to an NOP poll commissioned by the Superbrands Organisation. Even Microsoft is considered more transparent than New Labour - with 21% of respondents...
BATTLING FOR A 3G FUTURE: In a Saturated Mobile Market, a Slice of the 3G Action Is Worth Fighting for. James Curtis Investigates
The relaunch campaigns of BT Cellnet as O2, and One 2 One under the global T-Mobile name, signal a turning point for all brands in wireless communications, as they ask fundamental questions about how they want to look and what they want to offer in...
BRAND HEALTH CHECK: Heineken - Can Heineken Refresh Its Premium Offering?
Heineken is aiming to challenge the likes of Stella Artois when it launches its premium global beer in the UK. Can it compete with the top brands or will it fall flat, asks Tania Mason. Just when you thought the UK beer market had reached saturation,...
BRANDING: Brand Design Awards - Time to Aim for the Top in Brand Design Awards
Everyone wants a piece of the brand action these days - and rightly so. At client firms, it is not just marketers who are interested and involved in the brand, but chief executives, finance directors and investors too. At agencies and consultancies...
CAREERS: Company CV - AA
The Automobile Association (AA) is a wholly owned subsidiary of Centrica providing roadside and personal assistance to its members, as well as insurance and financial services and other related services and products. It was established in 1905 by...
Consignia Group Brand Chief Leaves Company
The marketer behind the Consignia brand has left the company ahead of confirmation by the group's chairman that the name is to be scrapped. Ali Moore, has left her role as head of group branding for personal reasons following a period of maternity...
CRM AUDITING: How CRM Impacts on the Bottom Line - CRM Can Add to Share Value, but Success Is Down to a Change in Company Culture
Seven out of ten customer relationship management programmes bring negative results; and a similar number of companies destroy value by handling customers badly, according to an annual report published this week by OgilvyOne-owned consultancy QCi Assessment....
CUSTOMER LIFETIME VALUE: Judging the Lifetime Value of Customers - Some Firms Are Trying to Get More for Their Marketing Investment by Focusing on the Most Profitable Customers
Heard the one about the Swedish bank that analysed the profitability of its customer base and found that older people were costing it money to service. As a result, the bank redesigned the entrances to its branches, making them difficult for old people...
DIRECT: Sainsbury's to You Site Makes Ad Debut on TV
Sainsbury's is to advertise its home shopping operation on TV for the first time as it looks to compete more aggressively with rival Tesco.com. The number two supermarket chain is launching a TV ad for Sainsbury's To You in the Central region this...
EDITORIAL: Providing Answers Is How ITV Will Start to Repair Its Brand
With a line now drawn under, and through, ITV Digital it is time for ITV and its shareholders to show a little more humility. The resignation of ITV chief executive Stuart Prebble is an important gesture, although it does appear to be just that...
John Smith's Ale Picks Comic as Face of Brand
Scottish Courage is to introduce stand-up comic Peter Kay as the face of John Smith's in a campaign forming part of a pounds 20m marketing spend for the brand this year. The campaign, which kicks off during the Champions League final on May 15,...
MEDIA: ITV DIGITAL CRISIS - Advertisers Approve of Pragmatic ITV Changes
The decision by Granada and Carlton to replace ITV chief executive Stuart Prebble with two of their own executives has been generally well received by the UK's leading advertisers. Prebble fell on his sword last week following the closure of ITV...
MEDIA: ITV DIGITAL CRISIS - Great Ads, but ITV Digital Was a Flawed Offer
When we met ITV Digital a year ago it was clear that the digital TV market was entering a crucial stage. Growth was slowing and the prospect of a zero-sum game developing between the protagonists loomed large. Sky had few weaknesses, apart from the...
OPINION: Awards Ceremonies and Client Surveys Take a Lot of Believing
A very odd thing happened in the past week or so. There was the Montreux Golden Rose Festival where the Brits swept the board in the entertainment stakes - not just the BBC or ITV, but Channel 4 as well. The only party pooper was Channel 5. Perhaps...
OPINION: Inside-Out Conception of Brand Triggered ITV Digital's Downfall
The birth and death of ITV Digital is a classic tale of branding woe. Marc Sands, the director of brand marketing, who was part of the launch team in 1998, described the start of the venture as a 'beautiful dream'. Wolff Olins in to provide the brand...
OPINION: Keep an Eye on the Potential for Process Patents
According to a recent report, IBM has become the first US company ever to have collected 3000 patents in a single year. And that is almost 20% higher than the number the company registered in 2000. That's because over the past decade it has been...
OPINION: Marketing Society - Market Research Must Be Pushed at a Senior Level
'Why should we go on measuring customer satisfaction when our scores keep going up and our market share keeps going down?' A lot of companies commission market surveys without seeing any measurable commercial benefits from their activities. Why...
Services Helpline
Puccini project Q: Who can create a CD of classical music for a promotional project affiliated to the World Cup? We would like to include all the tracks that have been used to represent the World Cup on television - 'Nessun Dorma' from 'Turandot'...
TELEMARKETING: Entrusting Calls to Sector Specialists - Companies Can Get Added Value from Using a Call Centre with Solid Experience in Their Sector
Most telemarketing bureaus have a variety of clients across different sectors. That's at least partly because many companies have reservations about sharing an agency with rivals, for fear that valuable information may leak. But the value of marketing...
WORLD CUP 2002: Ambush Marketing - How to Steal the World Cup. It Costs a Small Fortune to Be an Official Sponsor of the World Cup, So Here Are 11 Ways to Get Noticed for a Fraction of the Price
It costs up to pounds 20m to be an official sponsor of the World Cup. For that, your brand is displayed prominently around grounds during the tournament, you receive between 200 and 250 tickets per match to use for corporate hospitality and promotions,...
WORLD CUP 2002: BBC vs ITV - the War for Ratings. with the Beeb and ITV Warming Up for Another Titanic Match in the Competition for World Cup Ratings, Adam Leyland Weighs Up the Two Squads and Their Marketing Match-Fitness
Let's face it. It's no contest. The BBC always wins the war for World Cup ratings. Whether it's the absence of ads, or the team of presenters and pundits, or the sets or music, the BBC historically outscores its commercial rival by between 2-1 and...
WORLD CUP 2002: Beckhamwatch
Marketing and media brands using Beckham Q: Are there any adverts Beckham isn't in? (Not these ...) Brand Tie-up Relevance rating Pepsi...
WORLD CUP 2002: Commercial Cup - A Step Too Far?
Has the FIFA World Cup become far too commercial for its own good? Mark Kleinman charts the development of the tournament's marketing and takes a look at its future as a commercial vehicle. 1966 was an important year for football. Apart from being...
WORLD CUP 2002: Desk-Bound Office Staff to Do Their Country Proud
'I've broken my metatarsal bone, and won't be coming to work until the end of June.' This and other lame medical excuses are likely to be doing the rounds during the World Cup, as more than one in ten workers plan to 'throw a sickie' in order to watch...
WORLD CUP 2002: Digital Media - Let the Games Begin. Which Will Emerge as the Client Marketers' Champion at the World Cup - Digital Media or Text? David Butcher Judges Their Merits
For the World Cup, official sponsors such as Nike and Sony will be keen to make the most of their investment by running smart online campaigns. Wait: something's wrong with that sentence. Neither Nike nor Sony are official FIFA sponsors. Of course,...
WORLD CUP 2002: Global Marketing - Bud the Wiser. with Anheuser-Busch Set to Re-Use Its One World, One Game, One Beer Theme, Adam Leyland Looks at the Global Marketing Strategy That Underpins It
As an official FIFA sponsor since 1986, you might expect Anheuser-Busch to be a well-oiled machine with its World Cup marketing. And this is not a company to mess up. But it's not all plain sailing for the world's biggest brewer. 'Manic' is how...
WORLD CUP 2002: Global Marketing - Hyundai Joins the Squad. Hyundai Is Sponsoring the World Cup for the First Time. Adam Leyland Finds out Why
As one of the new sponsors of the FIFA World Cup, Hyundai is a surprise partner. It's rubbing shoulders with the world's biggest brands - the likes of Coca-Cola, Gillette and Adidas - but surprise is precisely what it wants you to feel. Surprise to...
WORLD CUP 2002: Global Sponsorship - Team Marketing: The Golden Egg
The top teams competing in the World Cup will be supported by a dizzying array of sponsors. Which team and which brands have benefited most? Sam Solley and Adam Leyland report. Once upon a time, sponsorship of the national team was a simple affair....
WORLD CUP 2002: Radio Coverage - Radio Days Are Here Again Early-Morning Kick-Offs for Many World Cup Games Provide a Great Opportunity for Commercial Radio Stations, Writes David Murphy
To British football fans, used to watching previous competitions in the evening at the pub, or at home with a six-pack and a takeaway, the early morning kick-offs for World Cup 2002 might come as something of a culture shock. For advertisers too, the...
WORLD CUP 2002: TV Advertising - Is the World Cup a TV Advertising Turn-Off?
In 1998, advertisers stayed away in droves as the price of TV ad spots was deemed too expensive. Now, ITV has the recession to deal with as well. And sleepy viewers. Daniel Rogers reports. At first glance, the World Cup looks like manna from heaven...
WORLD CUP 2002: Who Will Win Marketing's World Cup?
Three weeks to go. As the countdown to World Cup 2002 moves into weeks and days - a timeframe that actually means something to the billions of fans worldwide - the excitement is beginning to build. But the players, teams, national and international...
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