Marketing

Articles from July 14

Adwatch 14.07.10: KFC
The fast-food brand's strategy may be correct for the times, but feels out of character. Being a South Londoner, KFC had a pretty special place in my upbringing. Who couldn't love a bucket of the Colonel's finest? Who wouldn't want for the joy of...
Alan Mitchell: Reinventing Marketing - Marketing Metrics Make Us Look in All the Wrong Places
Setting aside industrial-age concepts, such as 'product', 'brand' and 'consumer', frees us up to consider the value people add to their own lives and how it can be measured, writes Alan Mitchell. This is a plea to rethink how we use metrics. As...
Alcohol Brands Step Up Efforts for Drinkaware
Campaign to continue despite government pressure to merge with Change4Life. Alcohol brands and retailers are set to ramp up marketing in support of the pounds 100m Drinkaware responsible-drinking campaign, despite indications from the government...
Andrew Walmsley on Digital: Shifting Balance of Power
At Cannes all eyes were on the online media suppliers, but don't imagine mobile's out of the running. Last month's Cannes advertising hootenanny was the usual backslap-fest, with agency bigwigs flying in from all over the world to hobnob in front...
Breakdown Recovery
Fears the car market could not sustain a range of marques were misplaced, writes Alex Brownsell. The recent return to UK marketing by smaller automotive brands such as Saab and Chevrolet (Marketing, 7 July) appears to go against a long-held view...
Cross-Border Creative
The key to centralised global marketing is ensuring ideas are not lost in translation. Emerging markets have for some years been a key focus for brands seeking rapid growth. Now, with the trend toward centralised marketing, it should, in theory,...
Editor's Comment: Going Gaga
Two years ago, Stefani Germanatto was an unsung burlesque dancer from New York. Today, her pop-star alter ego, Lady Gaga, is one of the biggest brands on the planet. While hits including the infernally catchy Poker Face may have made Lady Gaga a...
Entering the Emerging Elite
As one of the world's major developing markets, China is a country in which many companies are seeking to establish a presence. But to have a chance of success, they must follow 10 simple rules. It is tempting to talk of developing markets as a...
From over There to over Here
An increased focus on streamlining brought about by the recession has brought global marketing to the fore, writes Suzy Bashford. As arguably the most-recognised brand in the world, with one of the most progressive marketing departments, whatever...
Helen Edwards on Branding: In with the In-Crowd
While involving internal stakeholders is often useful, it is crucial to avoid marketing by committee. Last week, Marketing reported on Chevrolet's decision to crowdsource a new TV ad, and speculated on its wisdom in doing so. There's no reason it...
Jeremy Lee on Media: X Marks the Spot
The survival of BBC 6 Music says more about commercial radio's failure than the power of Facebook. Perversely, given that they potentially have the most to lose from its success, no one is more guilty of consistently overstating the influence of...
Marketing Mole: We'll Call You - BT
Mole was confused by the slightly dreamlike BT Vision ad in which Adam fulfils his football fantasies, so we had to ask what it actually meant for Sky Sports fans. BT: BT Sales, you're through to (name), how can I help you? Mktg: I've just got...
Marketing Mole: Who Does Google Think You Are? - Michael Bates - Marketing Director, Morrisons
- The first result takes us to the Wikipedia entry for actor Michael Bates, the second to the site's disambiguation page for the name - none of those listed is the Michael Bates we are looking for. - The third is the IMDb page for the actor, while...
Morrisons Shifts Focus to Fresh British Produce
Morrisons will this week roll out changes to its marketing strategy after ditching famous faces from its ads. The supermarket says the shift is a response to rivals challenging its positioning, which centres on fresh food. The campaign shifts away...
My-Wardrobe.com Ads Target Designer Buyers
My-wardrobe.com, the online fashion retailer, is gearing up for its biggest marketing drive to date, following a pounds 6m investment from Balderton Capital. The venture capital firm, which also has investments in Betfair and LoveFilm, announced...
No Saving Grace
Pitifully low interest rates have made the job of attracting customers to savings and deposit accounts harder than ever, writes Jane Bainbridge. With banks and building societies having slashed their base rates in line with the Bank of England's,...
Opinion: The Marketing Society Forum - Could Digital Technology Breathe New Life into Loyalty Schemes?
The marketing director of Nectar has raised the possibility that it could use mobile technology to send cardholders targeted offers based on their location within retail partners' premises. MAYBE - TOM HUXTABLE, MANAGING DIRECTOR, 23RED Unfortunately,...
'Posh' Chocolate Wins Fans
Consumers are swapping their more indulgent luxuries for superior cocoa brands. Recession, what recession? If the chocolate market is anything to go by, consumers have not lost their taste for luxury. The latest entrant is Cacao Sampaka. Far...
Profile: Warming to Frozen Food
Leendert den Hollander, chief marketing officer of Findus Group, is on a mission to destigmatise the frozen aisle. Interview by John Reynolds. Leendert (pronounced 'Leonard') den Hollander, chief marketing officer at Findus Group, did not earn his...
Testing the Wisdom of Crowds
Brands are embracing crowdsourcing, but is it a viable alternative to the ad agency? When teen pop star Justin Bieber asked web users which country he should visit on tour next, it is unlikely that his management foresaw that North Korea would be...
The FA
The Association must find sponsors as it bids for the 2018 World Cup finals. Just weeks after England's ignominious ejection from the World Cup at the hands of old rivals Germany, The FA is already beginning to feel the consequences. Nationwide...
The Week in Marketing
- Spurs shirt tie-up Tottenham Hotspur FC has agreed a shirt sponsorship deal with software company Autonomy Corporation. The two-year tie-up, which is restricted to Premier League games only, will begin from the start of next season and is worth...
What It's Really like Inside: Habbo
- How does the team come up with fresh marketing ideas? Our parent company, Sulake, strives to understand its audience through research, polls and activities. This gives us an unparalleled insight into the minds of the millions of teenagers who...
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