Marketing

Articles from September 21

50 Years of Fame: A Network of Partnership
To keep a broad customer base updated on its wide range of services, BT found a natural ally in ITV, says BT group marketing and brand director Tim Evans. Few British companies can boast the instant recognition of BT, but the brand faces an ongoing...
50 Years of Fame: Beyond the Spot
The proliferation of digital TV has inspired many companies to adopt a whole-brand strategy, writes Andy Fry. Since the late 50s, a 30-second spot ad on ITV has been the most potent weapon in a UK advertiser's armoury. Even today, ITV1 is the only...
50 Years of Fame: Brandfame - Andrex
Cute, loveable, cuddly and memorable: not words usually associated with a toilet roll. Even so, Andrex has consistently managed to convey these associations through its TV advertising. For 30 years, the brand 'spokesman' has been a playful Labrador...
50 Years of Fame: Brandfame - Ariel
Compared with other clothes washing detergents, Ariel entered the TV advertising arena fairly late. Having watched the 'soap wars' of the late 50s and early 60s from the sidelines, Ariel aired its first ad on ITV in April 1968. The campaign showed...
50 Years of Fame: Brandfame - Asda
Asda's emphasis on everyday low prices has been in place right from the start. Its first ITV ad in 1972 drew the battle lines for competitive shopping baskets and continues today with the firm's 'permanently low prices' strapline. Apart from a brief...
50 Years of Fame: Brandfame - Barclays
It says much about the strength and kudos of the Barclays brand that a raft of high-profile celebrities from Anthony Hopkins to Samuel L Jackson have starred in its TV ads over the years. In 1978 it became the only brand to persuade Peter Sellers...
50 Years of Fame: Brandfame - Birds Eye
A vital element in the success of Birds Eye has been the characters it has brought to life on TV. Although star names have appeared in its ads, it has been fish finger-loving Captain Birds Eye and young burger fans Ben and Mary who have been key for...
50 Years of Fame: Brandfame - BMW
BMW is not the biggest-spending car brand on TV, but its advertising has been some of the most effective. By the mid-90s it was estimated that the pounds 91m spend on advertising across all media since 1979 had generated pounds 3bn in extra sales....
50 Years of Fame: Brandfame - Boots
Boots may have started out as Jack Boot's herbalist shop in Nottingham more than 150 years ago, but today it has about 1400 stores and an extensive range of health and beauty sub-brands. The company has a sophisticated two-pronged approach to TV...
50 Years of Fame: Brandfame - B&Q
Anyone who has ever drilled into a power cable or put up a set of wonky shelves may have regretted being convinced that 'you can do it when you B&Q it'. That is the power of TV advertising. The phrase is regularly quoted in the mass media and...
50 Years of Fame: Brandfame - British Airways
The history of British Airways is a mixture of regulatory restrictions, unexpected hazards - such as the recent catering contractors' strike - and the revolution of low-cost travel. Advertising has played a key role in the company's response to these...
50 Years of Fame: Brandfame - British Gas
It wasn't a good year to be called Sid in 1986. British Gas was spending pounds 20m promoting its flotation with a heavy TV schedule that meant its 'If you see Sid, tell him' ads could not be missed. The ads urged viewers to tell a fictitious wannabe-investor,...
50 Years of Fame: Brandfame - BT
A clear indication of a brand's fame is the whether the public remembers its TV ads. By this measure BT has a greater stature than most. Campaigns such as Buzby, the cartoon bird voiced by Bernard Cribbins who told us to 'make someone happy' by...
50 Years of Fame: Brandfame - Budweiser
Any brand entering the UK from another market needs to make sure it takes local sensibilities on board. In 1984, when Budweiser arrived in the UK, it knew it needed to adopt a different advertising approach. At the time, the US ad market was dominated...
50 Years of Fame: Brandfame - Burger King
About 40m Whoppers are sold in the UK every year; not bad for a brand that opened its first UK outlet only in 1977 and ran its first TV ad in 1982. The chain, which now has 650 outlets, is a committed TV advertiser, spending most of its pounds 10m...
50 Years of Fame: Brandfame - Cadbury
Few brands have created so many ads that have become ingrained in the national consciousness as Cadbury. From the dare-devil Milk Tray man to the sexy Flake girl, the company has produced some of the most memorable TV ads to have hit UK screens. ...
50 Years of Fame: Brandfame - Coca-Cola
In 1931, Coca-Cola created an image of Father Christmas dressed in red and white for a campaign that was designed to encourage sales of Coke in the cold winter months. It was the start of something big. The image of the Coca-Cola Christmas has...
50 Years of Fame: Brandfame - Ford
The UK's biggest car brand has consistently used TV advertising to stay ahead of the chasing pack. Ford has the distinction of being the first marque to run a UK TV ad, featuring in ITV's first ad break 50 years ago, although the spot focused on...
50 Years of Fame: Brandfame - Gillette
The strapline 'The best a man can get' is indelibly associated with Gillette. Now 20 years old, it first hit UK TV screens as part of the campaign to launch the Sensor razor. Even prior to this, Gillette had been a strong TV advertiser and much...
50 Years of Fame: Brandfame - Guinness
Guinness was in at the start of ITV, one of the select group of brands that appeared in the first commercial break. The first ad plundered a successful poster campaign, featuring comedian Charlie Naughton from The Crazy Gang as a zookeeper with...
50 Years of Fame: Brandfame - Halifax
People have been at the heart of the Halifax brand right back to its humble beginnings of 1853. The former building society was set up by a group of friends who used to meet regularly in the Old Cock Inn in the West Yorkshire town from which the company...
50 Years of Fame: Brandfame - Heinz
Heinz's history of memorable TV advertising began with the screening of its first commercial on 24 September 1955. It was the first ad to run on the new ITV weekend service. Initially, the brand stuck with the '57 varieties' slogan coined by Henry...
50 Years of Fame: Brandfame - Honda
Honda's current stellar performance is evidence of the ability of TV to change consumer attitudes. The company has been selling cars in the UK for 40 years and had a solid reputation, but too many consumers thought the brand a little dull. All that...
50 Years of Fame: Brandfame - HSBC
In 1999 the high street said goodbye to the Midland as a new name in banking arrived in the UK. 'The listening bank' was replaced by HSBC. TV would play a big part in persuading UK consumers that the new name was a good thing, and in just six years...
50 Years of Fame: Brandfame - Introduction
These days everyone wants to be famous. Posh Spice's autobiography revealed her ambition to be more famous than Persil, although new research from ITV shows she still has some way to go. And just as fame for individuals can translate into a fabulous...
50 Years of Fame: Brandfame - Johnson's Baby
In the 70s, when Johnson's Baby ads debuted on ITV, babies were not always the stars. Those early campaigns targeted women, while today's ads are aimed at mums whose children are aged under three. Although the brand flirted with an animated approach...
50 Years of Fame: Brandfame - Kellogg
Back in 1982, Kellogg's then marketing manager, David Sharpe, summed up the company's attitude to TV advertising in the Financial Times: 'We spend rather a lot on advertising, so it's important it's well spent.' That mantra, combined with a consistent...
50 Years of Fame: Brandfame - KFC
KFC's image of southern US hospitality, and a treat to share with friends, has long been at the heart of its TV ads. Although the brand faced difficulties in the 80s and 90s, it is now in rude health. Despite the tricky climate for fast food, KFC's...
50 Years of Fame: Brandfame - Kit Kat
After 47 unbroken years, the strapline 'Have a break ... have a Kit Kat' was finally given the finger in 2004. While 99% of the adult UK population recognised it, Nestle Rowntree decided that the brand needed to change. Kit Kat's latest campaign...
50 Years of Fame: Brandfame - Levi's
Nestled somewhere in the subconscious of women in their 30s is a memory that can be recalled in a heartbeat: in a 50s launderette, Marvin Gaye's Heard it Through the Grapevine is playing and Nick Kamen has stripped down to his white boxer shorts. ...
50 Years of Fame: Brandfame - Mars Bar
It took four years for Mars to create the slogan that defined it for nearly 50 more. An early convert to TV advertising, at first it signed up celebrities such as Petula Clark and Bob Monkhouse under the strapline 'Stars love Mars'. But in 1959,...
50 Years of Fame: Brandfame - McDonald's
The often vitriolic media coverage that McDonald's has received recently might have led the average consumer to believe it is a brand in crisis. But although the brand has vocal critics, McDonald's' most recent global figures showed a 5% increase...
50 Years of Fame: Brandfame - Nescafe
The British public loves nothing more than a good gossip, especially where romance is concerned. Nescafe has been serving up coffee with love since 1987 when it introduced the 'Gold Blend couple'. The caffeine-powered TV romance also delivered new...
50 Years of Fame: Brandfame - Nokia
Nokia, now Scandinavia's biggest company and the world's leading mobile phone manufacturer, has come a long way from its humble roots as a wood pulp mill. The company, which is named after the Finnish town in which it was founded in 1865, is no...
50 Years of Fame: Brandfame - Oxo
The humble Oxo cube is one of the select band of 24 advertisers that ran spots on ITV's opening night in 1955. Fifty years of commitment to TV advertising and a consistent message putting Oxo at the heart of family life have helped the brand secure...
50 Years of Fame: Brandfame - Pepsi
Pepsi is the king of big budget, star-studded commercials, and TV has always been at the heart of its strategy. From Michael Jackson to David Beckham, the aim has been to ensure its ads are as talked about as the TV shows around which they appear....
50 Years of Fame: Brandfame - Persil
It is a sign of the power of Persil that former Spice Girl Victoria Beckham has admitted her early ambition was to be more famous than the laundry detergent. Launched in 1908, Persil has always been positioned as a caring brand, emphasising both...
50 Years of Fame: Brandfame - PG Tips
PG was the first tea brand to exploit the medium of TV advertising, and the impact was almost instant. In the two years following its first ad, the Brooke Bond brand rose from number four in the tea sector to become market leader. For many people,...
50 Years of Fame: Brandfame - Pringles
The first pack of Pringles was only popped as recently as 1991 in the UK, but just 14 years later it has become the country's number two potato snack brand after Walkers, according to ACNielsen. The launch TV ad 'Popping in the park', which featured...
50 Years of Fame: Brandfame - Renault
Renault's TV advertising has always set out to achieve fame outside the ad break. Its track record shows that, more often than not, it has succeeded in creating campaigns that cross over into the cultural chatter. A prime example is its 'Papa and...
50 Years of Fame: Brandfame - Royal Mail
The past decade has been a testing time for Royal Mail, and with the postal market set to open up to competition even more during the next few years, it is likely the venerable institution will find the future equally challenging. For most of its...
50 Years of Fame: Brandfame - Sainsbury's
The strapline 'quality perfect, prices lower' would not sound out of place in today's retail ad environment. In fact, the line came from the mouth of John Sainsbury when he launched his grocery business 135 years ago. From humble beginnings selling...
50 Years of Fame: Brandfame - Sony
Sony began advertising on UK TV in 1968 - the year before the ITV network began broadcasting in colour - and went on to sign up comedian John Cleese to front some memorable campaigns in the 70s and early 80s. However, the battle of the video formats...
50 Years of Fame: Brandfame - Stella Artois
Anyone who doubts the power of TV advertising has only to compare perceptions of Stella Artois in the UK with those on the continent. A premium brand in the UK, across the Channel, Stella is everyday fare. The brand has achieved its premium perception...
50 Years of Fame: Brandfame - Tesco
In the days of 'pile it high, sell it cheap', a classy brand campaign was about as useful to Tesco as 20ft-high shelves. By the mid-80s, however, change was afoot. Tesco wanted to become the UK's biggest supermarket and needed to reposition itself...
50 Years of Fame: Brandfame - Toyota
Toyota's drive up the UK motor chart has been turbo-charged over the past decade thanks to TV. Although the Japanese manufacturer has been selling cars in the UK since 1965, it had been badly affected by import quotas. Following the abolition of...
50 Years of Fame: Brandfame - Vauxhall
Given the ignominious record of UK car brands over the past 50 years, it is no small achievement that Vauxhall remains the last truly mainstream British marque. The General Motors-owned brand is currently the second-biggest manufacturer by volume...
50 Years of Fame: Brandfame - Vodafone
Remarkably for a brand with 55m customers, Vodafone only started signing up mobile users 20 years ago. While major corporate deals such as the takeovers of Germany's Mannesmann and Japan Telecom have played their part, the brand's emphasis on TV...
50 Years of Fame: Brandfame - Volkswagen
Volkswagen is the marque car manufacturers watch for a masterclass in how best to use TV advertising. In an era when functional benefits are no longer seen as a differentiator, VW has successfully positioned itself as a 'cut above the rest' and...
50 Years of Fame: Brandfame - Walkers
When UK consumers have a snack-attack, the chances are that Walkers crisps will be their nibble of choice, with 11m people a day munching their way through the company's products. Sales of Walkers crisps increased by 12% in 2003 to pounds 535m,...
50 Years of Fame: Brandfame - Weetabix
TV advertising has always been key to communicating the idea that Weetabix is filling, good for you and a great way to start the day. The brand has been a constant feature on our TV screens since 1960, when it made its debut on ITV promoting not...
50 Years of Fame: Brandfame - WH Smith
The highlight of WH Smith's TV advertising has been the campaign featuring Only Fools and Horses star Nicholas Lyndhurst. Over five years the actor played members of the same family, including a mum, her teenage daughter and seven-year-old son. ...
50 Years of Fame: Brandfame - Woolworths
Woolworths' 30-year TV advertising history is characterised by a range of approaches, concepts and strategies - not to mention a host of celebrities. But for all the famous names that have fronted its ads, it is the slogan coined for its first ITV...
50 Years of Fame: Brands That TV Built
The TV platform's ability to launch brands remains undiminished, despite changing viewing habits, writes Clare Goff. Television advertising has come under increased pressure during the past five years. Most terrestrial channels can no longer command...
50 Years of Fame: Digital TV - the Power to Connect
Interactive TV allows advertisers to entertain and inform viewers at the same time, writes Steve Hood, marketing director, Ford of Britain. As a TV viewer, I want to be entertained and informed, so why shouldn't I demand a similarly multi-tasking...
50 Years of Fame: Fantasy Formats
Robert Gray handed eight marketing directors a notional budget of pounds 1m each and asked them to devise a TV format that would benefit their brands. WORKING LIFE Jayne O'Brien, British Airways head of marketing, UK & Ireland, would put...
50 Years of Fame: Great Programmes, Great Audiences
Commercial TV can allow viewers and advertisers alike to broaden their horizons, says Raoul Pinnell, chairman of Shell Brands International. For a free and democratic society to operate, companies need to have access to markets, and organisations...
50 Years of Fame: Interactive Opportunities
Digital TV and broadband are bringing consumers within reach of brands and marketers, writes Andy Fry. TV is on the cusp of a revolution, thanks to advances in digital and interactive media. After 50 years of being told what to watch and when to...
50 Years of Fame: ITV and the Consumer Society
Through 50 years, ITV has acted as a fulcrum of change in British society, helping brands and retailers shape the consumer's consciousness. In the autumn of 1955, when ITV opened for business, the rate-card price of a 60-second peaktime spot was...
50 Years of Fame: ITV and the Great British Public
Not only for the people, but also starring the people, ITV is a truly populist channel. For a channel so often categorised as populist and mass-market, ITV's first few hours on air could easily be described as elitist. It all began at 7.15pm on...
50 Years of Fame: ITV's Extended Digital Family
A suite of branded digital channels now complements ITV's core terrestrial service, strengthening its offering. After a difficult debut in the digital marketplace, ITV can now boast a successful family of channels. ITV2, which launched seven years...
50 Years of Fame: Looking Back
This supplement is a celebration of 50 years of television advertising on ITV. It's not about how clever or funny the ads were, but how they have played a key part in the continuing success of our customers. We have focused on 50 of the most famous...
50 Years of Fame: Looking Forward
Television has been the dominant marketing medium of our time. The challenge for the industry is to ensure that it stays that way. Proliferation of media channels and the shift toward integrated multimedia campaigns mean that we need to fight harder...
50 Years of Fame: Marketing the TV Medium
The days of TV companies sitting back and waiting for brands to spend their multimillion-pound marketing budgets on the medium are over. Gemma Charles reports. Throughout the 90s, media channels proliferated to the point where marketers could communicate...
50 Years of Fame: Partners in Fame
Reality shows offer more than televised humiliation - they can attract broad audiences and provide branding opportunities, writes Clare Goff. Fortunately for ITV there is no shortage of celebrities who are willing to humiliate themselves on national...
50 Years of Fame: Rebuilding Relations
ITV is taking an innovative route to achieve a more positive dynamic between itself and advertisers. The 50-year relationship between ITV and the advertisers that fund it is akin to an enduring, if sometimes stormy, marriage. Both sides vigorously...
50 Years of Fame: The Home of Brand Fame
John Sunderland, Cadbury Schweppes chairman, looks at the past and to the future as his brand's partnership with ITV hits its golden anniversary. Cadbury Schweppes' 50-year relationship with ITV is so established it has often been described as a...
50 Years of Fame: The Perfect Partner
ITV has been the platform for the UK's most memorable advertising and sponsorship campaigns, helping to build Britain's biggest brands. From ad spots to interactive wizardry, here is a selection, chosen by some of marketing's biggest names. DAPHNE...
50 Years of Fame: The Shape of TV in 2020
The changing nature of how consumers watch TV has implications for advertisers. It's 5.25pm, 15 August 2020. Before leaving work you check your email and open a message, brought to you in association with a beer brand, reminding you that a new comedy...
50 Years of Fame: Top 10 TV Moments
From Gibbs SR's revolutionary appearance as the first advertiser on TV to the advent of interactive spots, ads have come a long way. 1. GIBBS SR MAKES HISTORY Gibbs SR went down in history when it became ITV's first advertiser. Its ad claimed...
50 Years of Fame: Top 20 ITV Shows
Our poll to discover readers' favourite ITV shows has revealed that marketers are remarkably criminal-minded, writes Jemima Bokaie. 1. INSPECTOR MORSE 1987-2000 After 33 shows, 13m television viewers tuned in to bid farewell to their beloved...
50 Years of Fame: Top 20 TV Ads
We asked you to vote for your favourite TV ad and you picked one that, according to rumour, boosted sales for a rival. Jemima Bokaie reports. 1. CINZANO COLLINS ROSSITER: AIRLINER 1978 The Cinzano series of commercials created an unlikely partnership...
Adwatch: Comet - 'World of Electricals'
The insight here is a good one: technology can be confusing, so if you want to buy something technological, you would like to be able to go to somebody who understands it and understands you. So we have a reasonable place to start. What we need...
Alcohol: Generation Gap
Whisky, port and gin brands trying to attract a younger audience have had little success. Is it time to give up, asks Robert Gray. Whisky, gin and port all have a grand heritage, but they also share a major problem: all three rely heavily on older...
Brand Health Check: Olay
The beauty brand is struggling to move off grandmothers' dressing tables and into younger women's lives. It has been seven years since Procter & Gamble changed the brand name of Oil of Ulay to Oil of Olay, yet it is not uncommon to still hear...
Careers: What's It Really like Inside - Nintendo
Are most of the Nintendo marketers avid games players? There's a hardcore who play almost every game we release, and most of those people are found in the marketing and PR departments. We also make a point of checking out our competitors' formats...
Conference Preview: An Experience to Remember
Marketing's Retail Sales conference will explore how in-store activities can make an impact on consumers. It is estimated that more than 70% of purchase decisions are made at the point-of-sale. It is no surprise, then, that as traditional media...
Directwatch: Norwich Union Direct - 'Let Us Quote You Happy'
A glance at this week's Directwatch table reveals a healthy industry, where spend remains robust and in many cases continues to grow. This is particularly true of financial services organisations, the direct mail industry's backbone, which occupy six...
Editorial: Leader - Drop Your Age-Old Prejudices
Gin, whisky, port - no, not the recipe for a punishing night out, but three drinks categories suffering from the same 'problem'. Their customers are predominantly the over-50s, while the younger generations have little time or taste for 'silver-surfer'...
Helen Dickinson on Retail: Employee Fraud Risk Is No False Alarm
You may have read that the Sainsbury's distribution centre in Hams Hall, in Warwickshire, was raided recently, resulting in the authorities arresting 59 suspected illegal workers. There is no suggestion that Sainsbury's was complicit in employing...
Helpline
Ed Kemp takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. DESIGN FOR LIFE Q: We are a start-up company with plenty of fresh ideas, but would like some guidance on the design of our...
Marketing Mix: We'll Call You - Andrex
We all know it's soft, strong and very long, so why is its new variant wet and a bit short-lived? Mktg I would like to know more about your Andrex Moistened product. I wanted to know what it's for. Andrex What do you mean? It's toilet paper....
Mark Ritson on Branding: Devil Is in the Detail for Sainsbury's
Sainsbury's new strapline, 'Try something new today', was launched on Monday with a blaze of PR and a 60-second TV ad from Abbott Mead Vickers BBDO. Is the strapline further proof of Sainsbury's continued recovery or evidence of its eventual demise?...
Media Analysis: System Error
BARB must rectify its discrepancy of ignoring out-of-home viewers in the latest review of its system. While England's long-awaited Ashes victory ensured Channel 4 ended its cricket coverage on a high, with the station achieving its biggest share...
News Analysis: Slow off the Grid
The first race of the A1 motor-racing season is around the corner, but sponsors are proving hard to find. In recent years, Formula One has come under fire for being too predictable, with a lack of overtaking and victories based less on the individual...
News Analysis: Will Money Solve Egg's Problems?
Egg's hybrid account claims to ease financial anxieties. How enticing will it be to consumers, asks Joanna Bowery. For many people in their 20s and early-30s, getting money out of their current accounts toward the end of the month involves crossed...
One to Watch: The Pure Package
Delivering nutritionally sound meals to customers' doorsteps, this brand has won approval in celebrity circles. Ruby Wax's desire to get herself into a size-eight dress for last February's Bafta film awards ceremony was very good news for Jennifer...
Opinion: Marketing Society - Get Your Pricing Right
Customers find it hard to pay the regular price for an item after they have seen it on offer at a promotional price. So they await the next promotion. But price promotions can damage long-term returns, particularly as many companies operate a flexible...
Profile: Mr Bean Abroad - David Hutchinson Marketing Director, Costa Coffee
David Hutchinson has been drinking a lot of coffee since the birth of his first child. Although at 18 months he is hardly a newborn, the little boy is still a handful and up at all hours of the night. But at least as marketing director of Costa...
Raymond Snoddy on Media: Lack of Flexibility Will Kill TV Revenues
Often the most interesting thing about a political speech is what the politician planned to say but unaccountably didn't at the last minute. A good example came from culture secretary Tessa Jowell at the Royal Television Society meeting in Cambridge...
Search Marketing: The Big Squeeze
As major brands embrace search marketing, will their smaller rivals be priced out of the nascent medium, asks Greg Brooks. Hype surrounds search engine marketing. From relative obscurity, the medium has become one of the most recognised ways for...
Sector Insight: Cheese - Snack Attack
The sector is shifting its focus to on-the-go products to appeal to both kids and time-poor adults. THE BACKGROUND Cheese producers have embarked on a number of new marketing initiatives over the past few years. New product development in snacks...
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