Marketing

Articles from June 10

Adidas
Following a sharp fall in profits, what should the sports brand do to restore its fortunes? It is 60 years since Adolf 'Adi' Dassler set up his sports shoe firm; it should, then, be a time for celebration. The folk in the brand's birthday ads certainly...
Adwatch 10.06.09: Bazuka
An unforgettable name and line make for an easy sell, even with a well-worn ad format. It is time to give verrucas (or should that be verrucae?) a bit of an airing. It's a slightly unpleasant and somewhat clammy subject that plagues our household...
Amanda Andrews on Media: Paying the Price
Should free-to-air commercial broadcasters fill the ad-revenue gap by charging for content? It is the question that has been asked time and again over the past decade by free-to-air commercial broadcasters. Should we be charging for access to digital...
Andrew Walmsley on Digital: Bing beyond the Bling
Microsoft's Bing search engine has received a positive initial reaction, but that may not be enough. It seems we have an innate tendency to support the underdog. From Eddie the Eagle (the British Olympic ski-jumper who famously finished last at...
Editor's Comment: Celebrating Excellence
This week, the industry celebrated the Marketing Society Golden Jubilee Awards for Excellence in association with Marketing. While we all love a party, particularly as we were also marking the Marketing Society's 50th anniversary, we must not lose...
Foster's to Emphasise Australian Provenance
Foster's will ditch its long-standing marketing focus on chilled beer in favour of advertising that highlights the brand's Australian heritage. A multimillion-pound campaign, which will span TV, cinema and radio, as well as digital and CRM activity,...
Golden Jubilee Awards 2009: Brand Extension
WINNER Brand: O2 Agency: VCCP Since the concept of turning mobile networks into brands first took hold in the early 90s, operators have viewed brand extensions as a diversion from the job in hand - namely growing customer bases as quickly...
Golden Jubilee Awards 2009: Brand Revitalisation
WINNER Brand: Hovis Agency: MCBD The rejuvenation of Hovis was the turnaround story of the year. The great British brand began 2008 in serious trouble, losing share to rival Warburtons at an alarming rate. Product quality had become ignored,...
Golden Jubilee Awards 2009: Brand Revitalisation B2B
WINNER Brand: BT Business Agency: Swarm@RKCR/Y&R A simple insight, articulated in a fully integrated campaign, has revitalised BT Business, and put the company in pole position to be the 'go to' brand for SME businesses. Ads starring...
Golden Jubilee Awards 2009: Brand Revitalisation (SME)
WINNER Brand: Dylon Agency: Coley Porter Bell Dylon has a long and colourful history in fabric dyes. Launched in 1946, the brand thrived in 'make do and mend' post-war Britain, successfully establishing worldwide distribution. By 2006,...
Golden Jubilee Awards 2009: Cause-Related Marketing
WINNER Brand: Pedigree Agency: TBWA\London At the heart of the Pedigree brand is the love of dogs, and it wanted to demonstrate this to consumers by backing up its beliefs with actions. The answer was The Pedigree Adoption Drive, which...
Golden Jubilee Awards 2009: Customer Insight
WINNER Brand: Sky Agency: WCRS This is the story of how an established brand appealed to a new audience by understanding that sometimes it is more powerful to get your customers to do the talking for you. To achieve its goal of 10m customers...
Golden Jubilee Awards 2009: Customer Relationship Marketing
WINNER Brand: More Th>n Agency: Stephens Francis Whitson The insurance market is hugely competitive. Consumers can choose between nearly 400 providers, and the explosion of price-comparison aggregators has led to heightened promiscuity...
Golden Jubilee Awards 2009: Digitally Led Marketing
WINNER Brand: UPS Agency: McCann Erickson UPS, the number-one shipping and logistics brand in the US, wanted to gain a stronger foothold in other regions such as Europe and Asia. It also aimed to boost its retention levels and re-engage with...
Golden Jubilee Awards 2009: Digitally Led Marketing (SME)
WINNER Brand: British Heart Foundation Agencies: Various The current obesity crisis is likely to cost the NHS pounds 50bn a year by 2050, according to a report by Foresight, and a key consequence of the pandemic will be an increase in heart...
Golden Jubilee Awards 2009: Ethical Marketing
WINNER: British Gas British Gas has the lowest carbon output per household of any major energy supplier. However, the company found that perceptions lagged behind reality. It wanted to create a campaign that would simultaneously demonstrate its...
Golden Jubilee Awards 2009: Grand Prix
WINNER Brand: Sainsbury's Agency: Abbott Mead Vickers BBDO The Grand Prix is awarded to the brand that has pushed the boundaries of what marketing can achieve, demonstrating a level of innovation, insight and effectiveness that puts it head...
Golden Jubilee Awards 2009: Internal Marketing
WINNER: McDonald's The word 'McJob' has become synonymous with the worst excesses of capitalism since the author Douglas Coupland coined the phrase to describe 'a low-pay, low-prestige, low-dignity, low-benefit, no-future job in the service sector'....
Golden Jubilee Awards 2009: International Brand Development
WINNER Brand: Ebookers Agency: Promise Corporation Ebookers operates in 13 European markets, and in 2006 its size and positioning varied hugely from country to country. The brand wanted to stand out in the European online travel market,...
Golden Jubilee Awards 2009: Leading-Edge
WINNER Brand: O2 Agency: VCCP Once again this year, the judges had the opportunity to award a special prize for the best original idea applied in a business context, if the quality of submissions was deemed worthy. This category could not...
Golden Jubilee Awards 2009: Marketer of the Year
WINNER: Pete Markey marketing director, More Th>n In the unglamorous world of insurance marketing, the More Th>n brand has emerged as a front runner when it comes to innovation and creativity. And Pete Markey, the brand's marketing director,...
Golden Jubilee Awards 2009: Marketing Achievement
WINNER: McDonald's There is no doubt that the return of the glow to the golden arches is a massive marketing triumph for this multinational company. McDonald's faced a huge challenge in revitalising its brand and business in the UK. It needed...
Golden Jubilee Awards 2009: Marketing Capability
WINNER Brand: Shell Agency: Brand Learning The growing global demand for energy and the pressing need to identify new energy sources are two of the biggest issues facing the world today. In line with the importance of this task, Shell's...
Golden Jubilee Awards 2009: Marketing Communications
WINNER Brand: Sainsbury's Agency: Abbott Mead Vickers BBDO 'Try something new today' has been at the heart of Sainsbury's success for the past four years. It works by giving people simple, achievable recipe ideas that earn the retailer a little...
Golden Jubilee Awards 2009: Marketing Teamwork
WINNER Brand: Learning and Skills Council/COI Agency: Various The award recognising marketing teamwork is a new category for this year's awards. It rewards organisations that have delivered outstanding results through the deployment of multidisciplinary...
Golden Jubilee Awards 2009: New Brand
WINNER: Freesat Freesat - the free-to-air digital satellite TV service from the BBC and ITV - faced a huge marketing challenge. Not only did the brand, which launched in May last year, need to develop the Freesat brand, it needed to convert this...
Golden Jubilee Awards 2009: New Brand (B2B)
WINNER: Thomson Reuters When Thomson Corporation acquired Reuters it had a unique opportunity to create a brand that would redefine business in its space. The two brands both had a rich heritage to draw on. Reuters is well respected for its fast...
Golden Jubilee Awards 2009: New Brand (SME)
WINNER: Fever-Tree With customers including Waitrose, The Ritz, Claridges and Hakkasan, it is clear that Fever-Tree has struck a chord with drinks buyers. The premium natural drinks mixer has pioneered a new drinks category among a growing number...
Golden Jubilee Awards 2009: Not-for-Profit Marketing
WINNER Brand: Transport for London Agency: WCRS Faced with a high number of cycling-related fatalities and injuries in the capital, Transport for London (TfL) endeavoured to take action. It was determined to make road travel safer, and aimed...
Golden Jubilee Awards 2009: Not-for-Profit Marketing (SME)
WINNER Brand: British Heart Foundation Agency: Grey London One in three heart-attack victims die before they reach hospital, often because they are ignorant of the symptoms - which are far more varied than people think. This ignorance contributes...
Golden Jubilee Awards 2009: Sponsor's Statement
Nobody needs to be told that the current financial situation is creating unprecedented challenges for businesses in every industry sector and every global market. As marketers, we are certainly in difficult times. Unfortunately, marketing spend...
Golden Jubilee Awards 2009: Young Marketer of the Year
WINNER: Cheryl Calverley marketing manager, Unilever With a wide-ranging brief at Unilever covering four of the UK's biggest food brands - Marmite, Bovril, Peperami and Pot Noodle - Cheryl Calverley is adept at managing a demanding workload. ...
Greener on the Other Side
Can Sky's green-button advertising service succeed where the red button failed, asks Fiona Ramsay. Sharwood's, the Premier Foods-owned Asian foods brand and film studio Warner Bros are the first brands to buy advertising on Sky's green-button service,...
Helpline
Joe Thomas takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. IN THE FIELD Q: We have often carried out our own field marketing, but want to find a specialist to help with a big project....
Marketing Mole: We'll Call You - Waitrose
Would the supermarket be able to reel in our future custom by reassuring us that the credentials of its fish sustainability policy are up to scratch? Waitrose Good afternoon, Waitrose customer service, (name) speaking. Mktg Hi, I'd just like...
Marketing Mole: Who Does Google Think You Are? - Beth Thoren, Marketing Director, Digital UK
- The first link is to a 2003 press release, announcing Thoren's move to head of digital marketing for the BBC. - The second result pushes Thoren's LinkedIn profile. - The third reference is to a 2007 awards ceremony at which Thoren presented....
Marketing Special Report: Field Marketing - at Your Convenience
Smaller multiples and convenience stores are notoriously difficult for brands to reach. Robert McLuhan examines the ways in which marketers can get the most from this fragmented retail sector. FMCG brands focus heavily on supermarkets, but cannot...
Marketing Special Report: Field Marketing - the Data Inspectors
Brands spend millions on advertising and branding exercises, but these will fall flat if the products being promoted are not in the shops. Robert McLuhan looks at how field marketers have risen to the challenge. Stock availability is a huge issue...
Marketing to Me
Marketers have long-hankered after true personalisation. Technological advances have now made it an affordable reality. Data from loyalty cards, postcode targeting and surveys have given marketers unprecedented insights into the way people shop,...
Mark Ritson on Branding: Has Google Met Its Match?
The arrival of Microsoft's Bing could lead to Google's perceived superiority being questioned. Despite all the bling that has been spent on Bing, few people are giving Microsoft's new search engine much chance of stealing away even a fraction of...
Opinion: The Marketing Society Forum - Do Consumers Want More Healthy Options at Fast-Food Restaurants?
KFC is responding to growing consumer demand for healthy foods by launching a trial of its first griddled chicken products in the UK market, at 17 restaurants in the Tyne-Tees area. YES - JENNELLE TILLING, VICE-PRESIDENT OF MARKETING, KFC I think...
Phones4U Boosts Focus on Core Youth Market
Latest campaign plays on people's obsession with popularity. Phones4U aims to capitalise on the more distinct target market positioning it has over principal competitor Carphone Warehouse with a new brand campaign that will ditch characters Jack,...
Profile: Putting It All on Red
Jeff Dodds, brand and marketing director at Virgin Media TV, is looking forward with a fresh vision for his channels. Interview by Sarah Johnson. He sits awkwardly on his chair, just tall enough to see over the table and with his face set with a...
Promotion: Consumers Taking Control
These are challenging times for FMCG brands, as consumers take a tighter grip on their shopping baskets. We invited category experts to debate the key challenges. Despite all the hyperbole surrounding the recession, it pays not to get too carried...
Something for a Rainy Day
Despite low interest rates and uncertainty surrounding financial institutions, the UK savings market is set to grow strongly, writes Jane Bainbridge. For any sector involved in or affiliated to financial services, the past year or so has been a...
Taking a Hike
A dramatic rise in air passenger duty has travel operators up in arms, writes Alex Brownsell. British Airways, Virgin Atlantic and Ryanair rarely agree, but government plans to raise the level of air passenger duty (APD) have the entire UK travel...
The Week in Marketing
- Viral anti-drinking ad. The Home Office has launched a viral ad aimed at changing drinking behaviour among 18- to 24-year-olds, as part of the government's wider 'Know your limits' alcohol-awareness campaign. The film, created by VCCP, shows a...
What It's Really like Inside: Virgin Games
- Describe the marketing team in three words. Dynamic, creative, driven. - What are the job perks? Working for one of the world's most recognised and respected brands is the best perk - as well as being able to play games online for a living....
World at Their Feet
Sponsors of the first FIFA World Cup to be held in Africa look set to reap the rewards. A win against minnows Andorra at Wembley tonight (Wednesday) will all but ensure that England qualify for the 2010 FIFA World Cup, to be held in South Africa....

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