Marketing

Articles from April 8

Adwatch 08.04.09: Direct Line
Famous voices can't save this ad from the confusion caused by bad puns and weird visuals. Stephen Fry is fast acquiring National Treasure status, alongside John Lydon and the Queen Mum; Paul Merton approaches comedy genius on a regular basis; and...
Andrew Walmsley on Digital: Make Room for 'Me' Time
Marketers should not be embarrassed about applying their SEO skills to their own personal brand. If competition for the best jobs wasn't intense before, it certainly is now. But some people have an advantage in this battle for selection - they're...
Brand Manager of the Week: Patrick Singh, Online Services Marketing Manager, Microsoft
- Describe yourself in three words Adventurous, open-minded, caring. - How would you define marketing? Marketing is an effective process undertaken by organisations to provide products and services to consumers that delivers value and benefit....
Carbonates Hold Their Fizz
Soft-drink manufacturers are withstanding pressures of the health lobby by focusing on clear and more natural variants, writes Jane Bainbridge. Despite numerous other temptations vying for the money of young people, the lure of fizzy drinks has...
Editor's Comment: Army Opens Up on New Front
The idea that the British Army is putting experiential marketing at the heart of its latest recruitment campaign is bound to cause controversy in some quarters. There will no doubt be those who feel that inviting people to participate in some of the...
Helpline
Joe Thomas takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. OUTDOOR PLAY Q: We are planning an outdoor summer event and would like to make it child-friendly. What can you recommend?...
Maintaining the Green Agenda
In the current economic climate, marketers would be forgiven for thinking that environmental concerns must take a back seat to price, but to do so is counterintuitive, writes Claire Murphy. Will the environment be yet another casualty of the recession?...
Marketing Mole: We'll Call You - Lucozade
With swimsuit season just around the corner, we are keen to don our Speedos and flex our pecs. Would Lucozade's new drink help us muscle up? GSK Healthcare Good morning, GSK, how can I help? Mktg Hi, could I speak to the Lucozade customer helpline?...
Marketing Mole: Who Does Google Think You Are? - Kristof Fahy, Vice-President of Marketing, Yahoo! Europe
- The first result links to Fahy's LinkedIn profile for when he was brand director, EMEA. - The second listing is for a 2007 article from The Guardian on Fahy's move to Yahoo! - The third result is the official Yahoo! press release detailing...
Mark Kleinman on Marketing and the City: The Ins and Outs of M&S
Sir Stuart Rose's exit looks likely to be sooner rather than later but where is the obvious successor? Sir Stuart Rose must be wondering what he must do to get the City to love him.Last week's trading update, which revealed a fall in Marks &...
Mark Ritson on Branding: Colin Isn't a Load of Pollacks
Sainsbury's rebranding of an underrated fish shows how the supermarket marketing tide is turning. First, a sincere apology for last week's column. The OLOF spectacles that rendered all advertising invisible and Prail, the company behind the specs,...
Mini Faces Censure over CO2 Emissions Ad Data
Mini has come under fire from environmental pressure group We Are Futureproof for an alleged breach of Department for Transport (DfT) rules in its latest outdoor ad campaign. Under recently introduced DfT guidelines, environmental information on...
Next
The retailer helped define the 80s but is now fighting falling profits and a staid image. Few doubt that the gloomy economic climate is resulting in a profound shake-up on the high street, but the challenges faced by Next transcend the current slowdown....
Opinion: The Marketing Society Forum - Will Positive Advertising Cheer Up Recession-Hit Consumers?
Recent successes such as T-Mobile's 'dance' ad suggest that upbeat messages can cut through the financial gloom. But is such activity really enough to lift the spirits of cash-strapped consumers? YES - SCOTT JEFFERSON, GROUP MARKETING DIRECTOR,...
Out of Tune?
The music industry is facing huge challenges and is more open to brand partnerships than ever before, but brands need to beware of simply jumping on the bandwagon, writes David Benady. Music partnerships have often been the default strategy for...
Profile: How Two Have Become One
Paul Nevett and Matt Close, marketing directors at Unilever, are finding rewards in its streamlining strategy. Interview by Gemma Charles. Paul Nevett, Unilever's marketing director of food and ice cream, has grown accustomed to seeing Matt Close,...
Second Time Lucky?
BingoLotto is returning with a stronger UK retail strategy, but will it be enough, asks Joe Thomas. Despite having operated successfully in Scandinavia for more than 15 years, BingoLotto's first stab at the UK, in February last year, was a resounding...
The Week in Marketing
- Starbucks' Via debut. Starbucks has launched its range of instant coffee products, Via Ready Brew, in the UK. The powdered coffee, which comes in Colombian and Italian Roast variants, will be available in selected Starbucks outlets in London,...
The Writing on the Wall
Last week's OAA conference threw outdoor's problems into sharp relief, writes Sarah Johnson. In what must be one of the biggest cases of over-statement since Gordon Brown declared that he had saved the world, the chairman of last week's Outdoor...
Tories Plan to Overhaul English Tourism Bodies
The Conservative Party is proposing a complete overhaul of English regional tourism and branding if it wins the next general election. Shadow culture secretary Jeremy Hunt has vowed to abolish the Regional Development Agencies, which were introduced...
Weak Brew or Caffeine Kick?
Will Starbucks' instant coffee launch dilute the brand or shake up the sector, asks Alex Brownsell. At first glance, Starbucks' decision to launch its first instant coffee product, Via Ready Brew, is, frankly, illogical. Much like Marks &...
What It's Really like Inside: Kodak
- How do you come up with marketing ideas? As a global company we get the best of both worlds - global consistency coupled with local implementation. Many of the best ideas come from working closely with our UK suppliers and agencies. - What...

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