Marketing

Articles from November 17

Adwatch 17.11.10: Giovanni Rana
Pasta ad charmlessly targets men with Tim Lovejoy, a sexy neighbour and easy-cook food. SAM WALKER, Creative director, Karmarama So, here we are in 2010. We've had balls bouncing down hills, horses running through waves and telephones turning...
Andrew Walmsley on Digital: Climb the Social Ranks
Brand battles to dominate search engine rankings are just as relevant on social network equivalents. When is a social network not a social network? When it's a search engine, of course. The search panel at the top of every Facebook page was introduced...
An Equitable Balance
Is private equity bad for brands, or are investors now taking a longer-term view, asks Jane Simms. Private equity (PE) has been getting a bad press. Its practitioners are often stereotyped as rapacious asset-strippers who invest the minimum in the...
Boots Promotes Health Web Portal with Ad Drive
Boots is preparing a New Year marketing drive for its health-advice portal BootsWebMD. The January push, its first for the site, will position it as the destination for people seeking advice when they feel unwell. The retailer - which has the...
Brand Manager of the Week: Nicole Oakley, Brand Manager, Apollo Cinemas
- Describe yourself in three words. Positive, inquisitive, thoughtful. - How would you define marketing? Conveying a specific message to a targeted audience in an efficient and engaging way. - What would you be if you weren't a brand manager?...
Direct Marketing: Special Report - Tag Team Tactics
Until recently, direct marketing seemed tired, but a slew of initiatives combining direct mail with digital marketing shows it still has plenty to offer, writes Kim Benjamin. Identifying 12 individual video bloggers on YouTube and then tracking...
Domestos Unveils App to Track Toilet Flushes
Unilever cleaning brand backs World Toilet Day with app to chart flushes' journey. Domestos, the Unilever bleach brand, has launched a quirky app that enables consumers to track the progress of their toilet flushes, in support of the World Toilet...
Editor's Comment: Ford Wants Us to Get Engaged
Ever since Procter & Gamble, Colgate-Palmolive and Lever Brothers decided to fund the first soap operas back in the 50s, the rewards for brands bold enough to invest in content have been clear. Of course, competition for consumer attention has...
Eurostar to Embark on Brand Overhaul in 2011
Eurostar is to undertake a root-and-branch brand overhaul next year to defend its position as the number-one cross-Channel rail operator, ahead of rival Deutsche Bahn's roll-out of services to Germany and the Netherlands in 2013. As part of the...
Feeling the Squeeze
The smoothie sector has many strengths, but its sales outlook remains subdued as consumers rein in on luxury items, writes Jane Bainbridge. At what point does a pounds 2 bottle of smoothie go beyond being an affordable health drink and turn into...
Flora
The soft spread is struggling to regain the crown it lost to buttery rival Lurpak, writes Rachel Barnes. It may not be the sexiest category in FMCG, but the world of butters and spreads has been ripe with sub-plots and name-calling in recent years....
Helen Edwards on Branding: The Emperor's New Chinos
Marks & Spencer has unveiled a nebulous positioning that relies as much on its history as innovation. Last week Marc Bolland, chief executive of Marks & Spencer, emerged from his six-month bunker session with management consultancy McKinsey...
Marketing Mole: We'll Call You - Manchester United FC
Moles are loyal creatures with long memories, so we were thrilled to learn that former sponsor Sharp was returning to Old Trafford. Did anyone tell the club? Manchester United: Manchester United, can I help you? Mktg: Hello, I am trying to get...
Marketing Mole: Who Does Google Think You Are? - David James, Marketing Director, Consumer, BT Retail
- The first and second links are to stories about James' appointment. - The third is to BT's business site, where there is a quote from a different David James. - Link four is to a story on BT's website about the crowdsourcing of the next 'Adam...
Marketing the High Street
With the web undercutting it on price and cash-strapped consumers wary of costly shopping binges, high-street retailers face an uncertain Christmas, writes Mary Cowlett. The news that consumers are set to spend an extra pounds 1.6bn this Christmas...
Not Only but Also
Marks & Spencer's latest strategy has echoes of the brand's past, write Rachel Barnes and Ed Owen. When Marks & Spencer unveiled its 'Your M&S' slogan in 2004, the strategy not only fended off a takeover bid from retail magnate Sir Philip...
Opinion: The Marketing Society Forum
Will the increase in VAT in January give retailers a bumper Christmas? The rate of VAT jumps from 17.5% to 20% in January, leaving retailers to guess whether consumers will try to offset the 2.5% rise by bringing their bargain hunting forward from...
Profile: Leading the Resurgence
Amy Howarth, head of marketing at Uniqlo UK, wants to make its ecommerce site its flagship store. Interview by Andrew McCormick. When Amy Howarth was studying fashion and marketing at Northumbria University, she drew up a list of 10 brands she wanted...
Renault Adds Simpsons Kangoo to Family Range
Renault has tied up with Twentieth Century Fox Consumer Products to launch a limited-edition version of its family Kangoo model, featuring branding based on the cartoon series The Simpsons. Piloted in Belgium, the car-maker will consider expanding...
Succeeding the COI
The government will struggle to convince many of the value of a UK Ad Council. Health Secretary Andrew Lansley provided a valuable clue to the government's thinking on public sector advertising in the summer. In a speech to the Faculty of Public...
The Week in Marketing
- Niketown reopens Nike has reopened its Niketown London retail outlet, which is now the sportswear brand's biggest store in the world. The store opening was attended by a host of sports celebrities, such as nine-time Olympic Gold medallist Carl...
What It's Really like Inside: Pendragon
- Describe the marketing team in three words. Driven, enthusiastic, innovative. - What is the main marketing challenge you face? Liaising with our manufacturing partners on collaborative campaigns so that we can both get the most out of them....