Marketing

Articles from March 27

ADWATCH: Nestle Introduces 'Ski-Speak' to Back Yoghurt Relaunch
Nestle's yoghurt brand Ski is focusing on taste in ads showcasing a revamped range, reports Sam Solley. Nestle is promoting the relaunch of Ski Yoghurt with TV ads as part of an pounds 8.5m campaign for the second-ranked brand in the UK yoghurt...
Capital Radio Appoints Ex-Lastminute Director
Capital Radio has hired former lastminute.com marketer Carl Lyons as marketing director for the Capital FM network, as it seeks to create a brand with strong local roots. Lyons will report to managing director Andria Vidler and will head marketing...
CAREERS: Company CV - British Airways
British Airways (BA) is the world's biggest international airline. The company operates international and domestic flights - both scheduled and charter - as well as freight and mail. It flies to 216 destinations in 94 countries. In 2002, its 343...
EDITORIAL: Think Britain, but Act Regional Is a Sensible Strategy
There are 'man bites dog' stories and there are 'dog bites man' stories - conventional wisdom has it that the former makes headlines and that the latter, being an everyday occurrence, is hardly worthy of note. So what are we to make of the statement...
Fanta Outdoes Tango as Soft Drinks Spend Soars
Advertising spend on soft drinks brands leapt by 13% to pounds 96m in 2002, with varying levels of success for the most heavily supported brands, according to the latest 'Britvic Soft Drinks Category Report'. The high levels of support were most...
MEDIA: Discovery Spends Pounds 6m to Back Show Diversity
Discovery Networks is supporting a three- to five-year UK branding campaign that introduces the slogan 'Got to know' and encapsulates the channel's programme diversity, with an estimated pounds 6m worth of activity. The campaign, created in-house,...
OPINION: American Dream Could Prove a Nightmare for Future US Brands
The 90s were a golden era for both brands and the US. For US citizens, it was the Clinton era and the greatest decade in a golden century of unparalleled fiscal growth. It was also a remarkable period in the history of branding. It was the decade...
OPINION: Johnston Proves the Local Press Can Outstrip the Media Big Boys
Which European media company is performing best for its shareholders in the middle of the worst advertising recession for decades? No prizes for guessing it isn't Vivendi Universal and certainly not Granada or Carlton. The surprising answer is Edinburgh...
OPINION: Marketing Society - Give Staff Say in Strategy to Get More from Less
In any prison, there are three types of prisoner: the one who sits tight, does his bird and waits for his sentence to finish; the one who starts digging a tunnel through three walls and 100m of solid rock; and the one who sits down and thinks, 'How...
OPINION: Warehouses of Data Are No Use without Control
Here's an entertaining and instructive story that highlights just how easy it is to let too much data prevent you from seeing the wood for the trees. It concerns Ben & Jerry's, the ice-cream maker now part of Unilever. Last spring it began to...
PROFILE: Ticket Master - Jo Kenrick, Marketing and Communications Director, Camelot
If the marketing world was a jungle, Camelot's Jo Kenrick would be a chameleon, effortlessly adopting the colours of the brand she represents. While working as marketing director at George, she only wore George clothing, and as head of regional...
Tesco Reveals iVillage Brand Extension Plans
Tesco is planning to take the iVillage brand into magazines and books after seizing full control of the women's web site from joint venture partner iVillage US last week for an undisclosed sum. The supermarket, which invested pounds 12m in launching...
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