Marketing

Articles from January 19

Adwatch 19.01.11: Nespresso
Stylish ad could make you believe that God - well, John Malkovich - would drink it. Pitch black, sniffles, pickled expressions and the slow trudge of feet as if being marched across Siberia toward incarceration in a frozen Gulag. Yes, HNY: I'm writing...
Alan Mitchell: Customer Engagement - Want Consumers' Attention? First, Stop Trying to Grab It
A more useful measure of a market than share or value sales is the amount of time and attention people already pay to your brand, as this can help you engage more effectively, writes Alan Mitchell. How different would marketing be if we defined...
Andrew Walmsley on Digital: Group Theory Adds Up
There is value in the positive cash-flow model, as the revival in 'buying clubs', led by Groupon, shows. In the heat of the dotcom boom, group buying was all the rage Letsbuyit.com, Mobshop, Priceline and Mercata battled for a share of consumers'...
Brand Manager of the Week: Simon Johnson, Brand Manager, Gaydar.Co.UK
- Describe yourself in three words. Northern, on-brand, multitasking (men aren't supposed to be able to do this). - How do you define marketing? Smooth and consistent delivery of communications across multiple touchpoints. Ensure the customer...
Brands on Location
Marketers at three major brands assess the opportunities created by mobile payment. Following years of promises, in 2011, consumers will finally get access to mobile payment systems, as O2, Orange, MasterCard and Barclaycard attempt to make 'cashless...
Coca-Cola to Relaunch Online Loyalty Scheme
Coca-Cola is to relaunch its online loyalty scheme, Coke Zone, as it looks to drive customer retention with more personalised content. Digital agency LBi has been hired by the soft-drinks company to handle the redesign of the online hub for Coca-Cola,...
Editor's Comment: Brands Are Still Wary of Mobile
With the inevitability of a new-year surge in gym memberships, digital pundits are hailing the next 12 months as 'the year of the mobile'. This time, though, they are more confident in their predictions. Thanks to a fresh crop of 'supersmartphones',...
Helen Edwards on Branding: Howard Schultz's Tall Order
Starbucks' management may find extensions into entirely new markets will bring greatest success. On 19 March 2008, Howard Schultz, chief executive of Starbucks, announced to its shareholders that the company would be returning to its roots: 'all...
Kellogg Unveils Plan to Boost Global Marketing
Kellogg is shaking up its marketing processes as it looks to instil more consistent ways of working among its 400-strong global marketing force. Following a worldwide procurement pitch in which 10 providers participated, the cereal company has appointed...
Marketing Mole: Travelodge - We'll Call You
Mole always finds January a bit of a pecuniary struggle, but with Travelodge advertising pounds 19 rooms, even we felt a stay in London was affordable. Travelodge: Good morning, Travelodge, which hotel can I book for you? Mktg: Hi, I'm calling...
Marketing Mole: Who Does Google Think You Are? - Emma Woods, Marketing Director, PizzaExpress
- The first link is to Woods' LinkedIn profile. - The second is to a story on Barclaycard's website about its partnership with PizzaExpress. - The third and fourth links are to a feature and opinion piece on pizza marketing. - The final result...
Nick Clegg
The Lib Dem leader's pragmatic approach to coalition is costing his party votes. While the Liberal Democrats were not annihilated in the Oldham and Saddleworth East by-election last week, the result is still a disappointing one for the party's leader,...
Opinion: The Marketing Society Forum - Can Facebook Compete with TV as a Brand Communication Channel?
The social-media network is seeking to become the platform of choice for brand advertising, and is hosting a summit for UK digital agencies in an attempt to ascertain what brands require. NO - MARTIN BOWLEY, FORMER MANAGING DIRECTOR, DCM No,...
Profile: Thinking Small to Win Big
Vladimir Malugin, EMEA marketing director at HTC, has an ostensibly simple aim - to take smartphones to the masses. Interview by Ed Owen. HTC could become a textbook case study in marketing. Little-known for the best part of its existence, it has...
Proving Social Media's ROI
McKinsey's report on the value of Web 2.0 may hit home at board level, writes Sarah Shearman. When McKinsey announces breakthrough research, companies tend to listen So when the respected management consultancy last week headlined a report with:...
Scrubbing Up Well
The launch of hundreds of new products has acted as a catalyst to the sector, which has posted growth of 20% over the past five years, writes Jane Bainbridge. It's one thing to live quietly in squalor, with no one else knowing how untidy or dusty...
The Week in Marketing
- Microsoft in Bing viral Microsoft has unveiled a viral ad campaign to promote its search engine Bing, backed by microsite theartoftechnology.co.uk. The ads feature Facejacker comedian Kayvan Novak as the character Brian Badonde. In each five-minute...
Time for a Leap of Faith
Following a year during which marketers held their breath and hoped for the best, the next 12 months are set to be brighter for those seeking a new job challenge, writes Nicola Clark. As the traditional post-festive purge begins, many marketers...
Time to Sweet-Talk the UK
Hershey's faces a challenge if it is to establish a firm foothold on these shores, writes Nick Hughes. Hershey's decision to pick 2011 as the year to make its mark in the UK is interesting timing. After all, US confectionery companies are hardly...
Vauxhall Plans Ad Push to Build on Football Ties
Vauxhall is plotting a brand campaign to tie in with its estimated pounds 25m sponsorship of the home nations international football teams, as it looks to develop a greater emotional connection with consumers. Last week the General Motors-owned...
What It's Really like Inside: I and the Independent
- How does the team come up with fresh marketing ideas? It's a really open environment here. Everyone's encouraged to seek out opportunities and bring them to the table. Everything is discussed and anything we think might work is scoped out. ...
Yorkshire Tea Plots US Road-Trip Ad Campaign
Documentary-style spots will follow sampling van's visits to British expats in US. Yorkshire Tea is launching a pounds 5m, documentary-style TV campaign The brand, owned by Taylors of Harrogate, has sent a group of staff on a US road trip to meet...