Marketing

Articles from December 2

Adwatch 2.12.09: Weetabix
Opting for an old-fashioned approach has put the cereal brand onto a winner. Nestled amongst this week's jaw-droppingly awful collection of festive frivolity lies an oasis of common sense in Weetabix's latest ad, 'The Rigby Stakes'. Now, there...
Andrew Walmsley on Digital: What's Mine Is Yours
Making the most of a brand means avoiding being overly literal about notions of ownership. In a web 2.0 world, it's time to 'let go' and 'cede control to consumers'. We've all heard it before, and digital pundits love to repeat it. Yet, it wasn't...
Behind the Facade
Store revamps can boost footfall but should be backed by wider changes to the brand. Retailers are diverting portions of their marketing budgets to in-store refurbishments, rather than traditional advertising campaigns, as they strive to increase...
Digital Report: Bing Needs Critical Mass to Beat Google
Microsoft surprised many people when it announced the full launch of its search engine. Even if it offers a superior user experience, the challenge is to raise brand awareness, writes Adam Woods. Microsoft is not usually characterised as a plucky...
Digital Report: Search - Searching in Social Circles
Although it may appear to be a fuzzy science, the social-media sphere offers brands unrivalled potential for consumer interaction, writes Adam Woods. Brands participating in social media often evoke images of reluctant dancers at an exuberant wedding...
Dixons Ad Takes Festive Swipe at the High Street
Dixons.co.uk is following up a controversial ad campaign in which it mocked its high-street rivals with a push urging consumers to buy Christmas goods online, having researched them in department stores. Dixons said that there is a trend of consumers...
Editor's Comment: The Mum of All Focus Groups
I am almost scared to enter into the debate about Mumsnet.com, the networking site for parents. This is because over the past few weeks I have seen it described as weird, prescriptive, bullying, childish and vitriolic. However, it has also been described...
Helpline
We take the hassle out of finding the right product or service - you ask the question, we'll provide the answer. FOOTBALL STRIP Q: We sponsor a football club for kids and would like to get some mascot costumes. We tried making these ourselves...
London Weekly Raises Pounds 5.5m Launch Funding
Seemingly undeterred by the failure of News International and Associated Newspapers to run successful evening freesheets, a group of mystery investors plans to launch a weekly title early next year. Press buyers, however, are less optimistic. According...
Making a Smaller Splash
Increasing environmental concerns and the recession have combined to hit the bottled-water sector hard, writes Jane Bainbridge. Over the past few years there has been a growing backlash against bottled water. Questions have been raised about the...
Marketing Mole: We'll Call You - Hovis
Mole is worried about all the food miles his shopping trolley is clocking up, so when he heard Hovis was using British ingredients, he wanted to find out more. Hovis (Name), good morning. Mktg Is that customer services? Hovis Its marketing,...
Marketing Mole: Who Does Google Think You Are? - Scott Jefferson, Marketing Director, Greggs
- The first result takes us to the website of Christian writer Jefferson Scott. - The second and third links are to LinkedIn - the former is for Scott Jefferson at Greggs. - The fourth result is the CV of a US IT consultant. - The fifth link...
Marketing Promotion: Food for Thought
We invited marketers from across the food and drink industry to take part in a round table on regulation and finding the right marketing mix. Food and drink marketing used to be simple. Consumers would write a shopping list; marketers would aim...
Mark Kleinman on Marketing and the City: Bowed but Not Broken
Marc Bolland's decision to take up the reins at M&S does not necessarily spell disaster for Morrisons. Until a couple of weeks ago, and for the first time in at least a decade, all of the UK's 'big four' grocers were heading into the Christmas...
Mark Ritson on Branding: Stop This Wordplay
Researcher Forrester has become the latest entity to suggest a change to marketing terminology. Marketers really are morons. While workers in other disciplines build their knowledge base carefully over decades, our industry seems intent on destroying...
Not Just a Storm in a Teacup
Mumsnet.com may prove just as important to brands as it has been to politicians. It all began with a biscuit. Gordon Brown's apparent delay in revealing what he dunks in his tea during a webchat with users of parenting website Mumsnet.com caused...
Opinion: The Marketing Society Forum - Should Companies Embrace Slang Names for Their Brands?
McDonald's has attracted a lot of attention following its application to register its popular nickname, MaccyD's, as a trademark, raising the question of whether this brand strategy could work for others. YES - STEPHEN WOODFORD, CHIEF EXECUTIVE,...
Profile: System Addict
Guy Parker, chief executive of the ASA, is in his element as the body adapts to handle fresh responsibilities. Interview by Gemma Charles. While musing on his interests outside work, Guy Parker reveals that he is reading a book called Prehistory...
Public-Sector Values
The COI wants to standardise the assessment of government ad campaigns. Accountability is the watchword sweeping Whitehall departments as the government tries to tighten its belt in line with the tough economic climate. The COI is attempting...
Skoda
The car marque's quirky style seems to have been lost in a wave of generic ads, writes Jeremy Lee. The bakers from Skoda's 2007 Fabia 'cake' ad will need all the sugar they can get to sweeten the pill facing the brand's owner, Volkswagen Group....
Supermarkets' Inside Job
Despite the tightening of purse strings during the recession, private labels in the UK have experienced a slowdown in growth. That is not to say, however, their journey has come to an end, writes Mark Ritson. Seventeen years ago, Britain was a very...
The Week in Marketing
- Paddy Power activity Paddy Power has launched an ad campaign welcoming visitors to Ireland, with the exception of people named Thierry. The bookmaker has taken over the baggage hall in the arrivals area at Dublin Airport for the activity, which...
What It's Really like Inside: ASOS
- Describe the marketing team in three words. Dynamic, adaptable, committed. - How do you come up with fresh marketing ideas? We make sure we know what's going on in the world of fashion, who is the next big celebrity, what films are coming...
YouTube Eyes Lead in Web-Enabled TV Battle
The video-sharing site has set out its stall with its first ad push. YouTube is aiming to steal a march in the race to bring online content to TV in 2010, by launching its first advertising campaign. The push for the video-sharing site carries...

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.