Marketing

Articles from April 28

Adwatch 28.04.10: Wickes
Straightforward ad campaign for own-label products should help to build the brand. Call me old-fashioned, but I really like watching telly. Lately, I've been spending a little more time than is healthy relaxing on my couch and working my way through...
Andrew Walmsley on Digital: Media Agency Meltdown
The industry's business model is about to implode, and the agencies have only themselves to blame. The media industry has been through a lot recently. Assailed by digital, hunted by procurement, squeezed by the recession, media agencies have had...
Avoiding a Red Card
Unofficial brands should take care when running football-based pushes this summer. The tightening of the rules regarding advertising linked to FIFA's World Cup tournaments does not appear to have put a stop to ambush marketing. It is no surprise...
Biggest Brands
The latest BrandZ list of the top 100 global brands shows that established names have bucked the downturn and continue to outperform the stock market. Despite the past year's economic doldrums, the value of the world's top 100 brands still rose...
Brand Manager of the Week: Pamela Perianen, Brand Manager, Smirnoff Black, Diageo GB
- Describe yourself in three words. Ambitious, interesting, personable. - What would you be if you weren't a brand manager? A wine grower. - What advice would you give someone starting their marketing career today? Never be afraid to...
Cadbury to Stage Series of Mini-Olympic Events
Cadbury plans to recruit 2000 ambassadors to stage mini-Olympic Games-style events across the country as part of its sponsorship of London 2012. The confectionery company has signed a deal with charity Groundwork to run the multi-million-pound,...
Creativity in Numbers
Unilever is experimenting with crowdsourcing for ads on an unparalleled scale, writes David Tiltman. Keith Weed certainly knows how to make an entrance. The first major piece of activity signed off by Unilever's new chief marketing and communications...
Digital Report: Affiliates - Keep Your Affiliates Onside
Many brands have yet to discover the benefits of affiliate marketing, but marketers looking to use the channel for the first time must ensure they take steps to protect brand values and avoid duplicating other digital activity, writes Andrew McCormick....
Don't Underestimate the Super-Affiliates
Finance and utility brands are more likely to benefit from participating in price-comparison and voucher-code sites, but all advertisers should consider their potential, writes Andrew McCormick. One of the marketing success stories of the past 12...
Helen Edwards on Branding: Time to Get Touchy-Feely
The emotional bonding that is crucial to any brand's success cannot be built using metrics alone. The BrandZ top 100 is one of those annual rankings that hit brand owners whether they like it or not, boosting egos here, raising eyebrows there, plunging...
Marketing Mole: We'll Call You - Interflora
Mole was worried that the volcanic dust cloud might leave our wedding bouquet a bit denuded, so we called to find out whether we will be facing a flower shortage. Interflora Hi, (name) speaking. How can I help? Mktg I'm getting married on the...
Marketing Mole: Who Does Google Think You Are? - Lysa Hardy, Head of Brand and Communications, T-Mobile
- The first result is for LinkedIn. Hardy has 108 connections and six recommendations. - The second links to Hardy's 123people entry. - The third result takes us to an article on T-Mobile's plans to launch a user-generated music video ad. ...
Mark Kleinman on Marketing and the City: Airlines under a Cloud
The airspace closure was costly for carriers, but the reputation of some survived better than others. The Icelandic volcano Eyjafjallajokull will be difficult to forget for the world's aviation industry - and not merely because of its name. After...
Mothercare
The retailer suffered an unexpectedly dire fourth quarter and is in a state of flux, writes Jeremy Lee. As excuses for a poor sales performance go, the weather has been rather overshadowed by the wider global financial meltdown that has hit all...
Opinion: The Marketing Society Forum - Are Brands Going Too Far in Their Efforts to Appease Pressure Groups?
Asda has decided to consult influential online community Mumsnet on whether it should sell an item of children's clothing following a row over Primark's padded bikini top for seven-year-olds. NO - MICHELLE CLOTHIER, CO-FOUNDER AND JOINT MANAGING...
Pedigree Uses YouTube Push to Save Stray Dogs
Pedigree, the dog-food, events and pet accessories brand owned by Mars, is altering its family-friendly marketing strategy in favour of using shock tactics. The brand has partnered with The Petplan Charitable Trust (PCT) to tell the story of a stray...
Positive Vision
The rising numbers of people requiring optical correction means this sector will continue to experience strong growth, writes Jane Bainbridge. It is a familiar story to many specialist bricks-and-mortar retailers: a successful sector finds itself...
Profile: In the Name of the Family
Jonathan Warburton, chairman of Warburtons, is determined to conquer London and the South East. Interview by John Reynolds. Some brands spend years, and small fortunes, on new product development The approach of Jonathan Warburton, however, has...
Rewriting the Rules
Marketers in all sectors will be affected by draft guidelines on green ad claims. Advertisers, lobby groups and industry bodies have been busy poring over the government's draft guidance on green claims for marketers looking to build the environmental...
Social Networks Urged to 'Raise Ad Rates or Die'
Social networks will need to start charging brands a premium for ad slots if they are to survive, according to a report released today (Wednesday). Datamonitor's Business Insights study predicts that charges for advertising on social networks will...
The Week in Marketing
- Lucozade's uni push Luzcozade Alert Plus, the energy-shot brand, is targeting students through an experiential promotion devised by RPM. The 'One shot challenge' activity, which is based on US drinking game 'beer pong', will be rolled out in 14...
Up Close and Personal
Critics of outdoor have long cited the medium's inability to be truly targeted, but digital technology has the potential to revolutionise the industry, writes Suzy Bashford. There is no doubt that the outdoor advertising industry has been at the...
What It's Really like Inside: Moonpig.Com
- How does the team come up with fresh marketing ideas? We maintain a marketing strategy document that includes all the lessons that we have learned throughout the 10 years we've been running. It's a great read - fabulous successes interspersed...
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