Marketing

Articles from August 15

ADWATCH: Mercedes-Benz Eschews Overt Branding in Cinematic Ad - Mercedes-Benz Aims to Regain Its Luxury Status with a 'Movie Trailer' Approach to Its Ads, Says Jules Grant
Mercedes-Benz has pulled off one of the biggest PR coups of the year for the brand's luxury SL touring car by creating the ad that isn't. Appearing on screens as a movie trailer and containing no branding, the pounds 15m campaign aims to add a contemporary...
ANALYSIS: Winning the Net Survival Battle - Lastminute.com Has Had Some Ups and Downs but Is Now Set to Be One of the Few Success Stories of the Internet
Lastminute.com and its founders Brent Hoberman and Martha Lane Fox must have felt at times as if they had the entire weight of the internet economy on their shoulders. Their photogenic youth (the pair are still only 33 and 29 respectively), a media...
BIGGEST BRANDS: It's Been a Good Year for Beer, with Foster's Increasing Its Sales by Nearly 28% and Carling Growing by 25%. Jennifer Hiscock Reports on Data from ACNielsen
This year's annual Biggest Brands survey, compiled exclusively for Marketing by ACNielsen, shows that consumers are as happy as ever to put big-brand FMCG products in their shopping trolleys. In spite of the marketing slowdown, shoppers continue to...
BRAND HEALTH CHECK: Nescafe - How Can Nescafe Fight off Real Coffee Culture?
Nescafe is struggling to cut its falling sales in a sector where the public's ideas about 'good coffee' have changed. Ben Bold asks what it can do to revive its fortunes. Nescafe, it seems, is a brand that needs a shot of caffeine in the arm Its...
CAREERS: Company CV - Matalan
Matalan is one of the UK's leading retailers of clothing and homeware. The company has more than 150 stores, with an average of 30,000 square feet of space per store, selling brand name and private label merchandise. Although the stores were...
EDITORIAL: Lager's Success in the UK Reflects Top Quality Marketing
It's official. Britain really is a nation of lager lovers - for once the stereotype and the sales data tell the same story. Marketing's Biggest Brands report (page 20), compiled exclusively by ACNielsen, is the most comprehensive study available...
MARKETING MIX: Pen Portrait - Fran Cassidy, Carlton Television
Fran Cassidy is marketing director at Carlton Television. She began her media career at agency Valin Pollen. She has also worked at More O'Ferrall Adshel as marketing controller. She joined Carlton in 1992. Lively, vivacious, quirky and direct -...
MMA Strengthens Code on Junk Text Messages
The Mobile Marketing Association (MMA) has clamped down on junk text messaging, with a revision of its code of conduct that has wide ranging implications for marketers. The pan-European industry body has made it a condition for all 'permission holders'...
Nescafe Discards Self-Heating Cans
Nestle UK has abandoned Nescafe Hot When You Want, its self-heating coffee in a can, because it failed to get hot enough in cold weather. The company has stopped making the product in its current form and has commissioned Beverage Partners Worldwide,...
OPINION: An Unmeasured Partnership Can Hurt Both Brands
Sainsbury's announcement that it could be ending its tie-up with Boots when the joint venture comes up for review later this year is a sign that the once-tired retailer can move fast when it wants to. Under the deal, the Boots products in nine of...
OPINION: If the US Can Face the Hard Facts about Digital TV, Why Can't We?
When trying to convey something of the feel of what Ofcom, the super regulatory body, will be like, journalists tend to reach for US parallels. The shorthand phrase, 'a bit like' the Federal Communications Commission (FCC), easily springs to mind....
OPINION: Marketing Society - Will Consumers Rush to Take Up Premium SMS?
This summer has seen a breakthrough for the wireless marketing industry that could have a positive effect on the bottom line of media and marketing industries. Companies can now run 'premium SMS' campaigns across all four major UK networks, making...
OPINION: PR Must Improve Measurement Methods If It's to Prove Its Value
Of all the communication tools that a marketer can invest in, public relations is probably the most underrated. PR is relatively cheap and is a wonderful method of providing information on a brand, while avoiding the clutter that so often reduces...
Orange in Pic-Messaging Push
Orange is to encourage customers to send pictures through their mobile phones with an pounds 8m marketing spend. The UK's most popular mobile network is second to market behind T-Mobile with a picture messaging service. However, it will beat Vodafone...
PROFILE: Meeting of Minds - Lord Saatchi, Co-Founder, Saatchinvest
Lord Saatchi is incommunicado. The 56-year-old peer is holidaying on a yacht in the South of France and he won't be disturbed. In any case, his office assures me, he hates giving interviews. It is about as polite but firm a rebuttal as any journalist...
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Racing line Q: We are holding a corporate event at a large racing meeting in a few weeks' time and would very much like to give our guests useful gifts for it. We want to provide binoculars that we can brand for them to use during the day, and then...
Top League Clubs Call for First Division Deals
Executives at the Football League's top clubs are drawing up plans to separate First Division sponsorship from the lower divisions. The move would give the bigger clubs greater control over their commercial destiny - but could see the creation of...

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