Marketing

Articles from February 10

Absolute Radio to Run 'Honest' Breakfast Ads
Absolute Radio is to launch its first ad campaign since promoting its rebrand from Virgin Radio in 2008, as it tries to claw back almost 1m listeners. The push, which launches on 1 March, uses the strapline 'Faces for radio' and aims to highlight...
Adwatch 10.02.10: Directgov
Wall-to-wall celebrities are no substitute for a clear message about an important service. I love celebrities - I laugh with them, cry with them and invade their lives whenever I can to see what naughtiness they've been up to. I think they are...
Andrew Walmsley on Digital: Free Your Data
Organisations from mining firms to government bodies can benefit from opening up their data. A few weeks ago, the government threw open its doors, allowing public access to a wide range of data held by its departments and agencies. It amounts to...
An Olympic Task
Visit London faces several hurdles in its plans to lure Games-wary visitors in 2012. As we draw closer to the event, the 2012 London Olympics is never far from the spotlight; concerns over funding, its legacy and the ability of the capital's infrastructure...
Brand Manager of the Week: Helen Sears
Helen Sears, Group marketing manager and brand manager for Barratt, Henry Goode and Anglo Bubbly, Tangerine Confectionery. - Describe yourself in three words. Ambitious, passionate and loyal. - How would you define marketing? Right product,...
Editor's Comment: Low Prices Beat High Nostalgia
Anyone born before 1980 will remember Rumbelows, the electricals chain - once a familiar sight on UK high streets, and not alone in being a gone-but-not-forgotten retail brand. Back in 1989, for example, you might have popped into Rumbelows to buy...
Foursquare Seals First National Brand Tie-Ups
Debenhams and Domino's Pizza have become the first major UK brands to target consumers via the mobile social network and game Foursquare. The fledgling platform has become increasingly popular with urban dwellers in the US as a source of recommendations...
Game
Disappointing sales have dented the video-game retailer's pre-Christmas optimism. Like a child who has just been given the console of his dreams, Peter Lewis, chairman of video games and hardware retailer Game, was almost wide-eyed with optimism...
GM Backs First Electric Car with European Push
General Motors is rolling out a high-profile campaign to promote its first electric car, the uptake of which experts believe will be vital to secure the company's long-term success. The car manufacturer has appointed ad agency St Luke's to devise...
Marketer in the News: Chris McDonough, Muller/Molson Coors
- Why is McDonough in the news? Brewer Molson Coors has appointed McDonough as its marketing director He is expected to join the company in June, when he will inherit a portfolio of beer brands including Carling, Grolsch and Sol, as well as the...
Marketing Mole: We'll Call You - Toyota
Ma Mole is stuck at home, too scared to drive because she's worried that her accelerator might be faulty. Can Toyota put us on the road to sorting the problem out? Toyota: My name is (name). You're through to Toyota. How can I help? Mktg: I'm...
Marketing Mole: Who Does Google Think You Are? - Marc Allera, Sales and Marketing Director, 3 UK
- The first link takes us to Allera's LinkedIn page, where he has 128 connections. The third, his ZoomInfo entry, references 119 online sources. - Second is a page which has a picture of Allera and a brief description of his role at 3 UK. - Ranked...
Mark Kleinman on Marketing and the City: EMI Needs a New Groove
The music group's problems are deeper than cost-cutting and a shift toward digital channels can fix. Last week was not a good one for Guy Hands, the private-equity tycoon Not only did he reveal that his status as a tax exile was preventing him visiting...
Mark Ritson on Branding: Two Sides of Sponsor's Coin
Unlike Tiger Woods, reports about John Terry's private life will not damage his endorsement deals. Last December there were two big marketing scandals. First, there was Tiger Woods' fall from ice-cool sporting demigod to damaged love-cheat. Then...
Natural High
Despite scepticism about the effectiveness of some products, the market for alternative remedies is still growing strongly. Homeopathy tends to divide opinion. While many use it as a safe alternative to conventional medicine, others view it as pseudo-scientific...
Opinion: The Marketing Society Forum - Can Sustainable Marketing Produce a Measurable Commercial Benefit?
Last week at London's City Hall, senior industry figures spoke about their experiences at the launch of a Business in the Community report, entitled 'How can marketers build sustainable success?' YES - FIONA MCANENA, Brand director, BUPA Companies...
Profile: Keeping Virgin Firmly on Track
Sarah Copley, sales and marketing director at Virgin Trains, is focused on getting us off the roads and on the rails. Interview by Alex Brownsell. Compared with the glamour exuded by the Virgin brand, the London Euston headquarters of Virgin Trains...
Reinventing Marketing: The Golden Age of Branding Is Gone, but We Can Bring It Back
Brand arrogance has undermined consumer trust, but technology has re-established the balance of power and offers a chance to return to a win-win relationship, writes Alan Mitchell. Do you think there was ever a golden age of branding? Golden ages...
The Myths of Mobile Marketing
Just because your colleagues have an iPhone, that doesn't mean your consumers will, writes David Benady. Apple's iPhone has undoubtedly revolutionised mobile marketing over the past 18 months and branded games and utilities have stormed the app...
The Week in Marketing
- British Gas backs cut British Gas has launched a national campaign promoting itself as the provider of the 'cheapest standard gas and electricity' in the country, following last week's price cuts. The company announced it had dropped its prices...
Tighter Belt, Leaner Strategy
The DoH review of health marketing could have a big impact on its activities, writes Gemma Charles. Persuading the nation to lose weight, stop smoking and practise safe sex is a costly business. It is not surprising, therefore, that the biggest...
TV in No-Show Brand Fight
A ban on certain types of product placement will not be welcomed by broadcasters. The regulars at the Rovers Return can rest easy. Their favourite tipple - beer from the venerable, but fictional, brewer Newton & Ridley - is safe, for now. ...
Warburtons Plots Push to Fend off Rival Hovis
Warburtons is rolling out a multimillion-pound brand push and overhaul aimed at modernising its image and extending its sales lead over arch-rival Hovis. A pounds 10m ad campaign will introduce the strapline 'Warburtons. We care because our name's...
What It's Really like Inside: Cobra
- How does the team come up with fresh marketing ideas? Ideas tend not to be the issue - strong implementation is. We want Cobra to be seen as an essential part of every curry occasion. This gives a powerful focus for ideas. - What are the perks?...

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