Marketing

Articles from October 6

Adwatch 06.10.10: Moneysupermarket
The change of tack with Omid Djalili works, but there is still much brand-building to do. It's no surprise that MCBD's latest ad for Moneysupermarket.com has hit the top prompted recall spot, following in the footsteps of its competitors, Confused.com...
Andrew Walmsley on Digital: Missing the Bigger Picture
The culture secretary's flawed vision of local TV services is symptomatic of the authorities' myopia. If you've read this column before, you might have spotted that, in general, I'm fairly sceptical about the ability of politicians, regulators and...
Asda and Cadbury Back PM's 'Big Society' Policy Promise
The involvement of brands to fund social projects is unveiled at the Conservative Party Conference. Prime minister David Cameron has secured Asda and Cadbury as the first brands to support his 'Big society' initiative to help people take control...
Brand Manager of the Week: Dawn Ratcliffe, Brand Manager, Airangel
- Describe yourself in three words. Over. Active. Imagination. - How do you define marketing? Delivering effective communications though various media and providing a voice for a product or service. - What advice would you give for someone...
Costa Coffee Launches Debut TV Ad Campaign
Chain steps up marketing battle against Starbucks with 'infinite monkeys' ads. Costa Coffee is ramping up its marketing battle with rival Starbucks by launching its first TV campaign. The ad, which will break tomorrow (Thursday), will focus on...
Editor's Comment: PM's Big Invitation to Brands
Mention the government's 'Big society' initiative and you're likely to be met with either a blank face expressing apathy or a knowing grin aimed at concealing state of intellectual befuddlement. Back in July, when the prime minister unveiled his...
FMCG Brands Increase Online Ad Expenditure
FMCG companies significantly increased their online adspend in the first half of 2010, accounting for pounds 240m of the pounds 2bn spent on the medium between January and June. Brands in the sector, which have not significantly invested in the...
Helen Edwards on Branding: The Toughest Audience
Marketers who are adept at engaging with consumers can struggle to communicate with colleagues. You know what's really hard about internal brand engagement? Everything Even experienced marketers - toughened in battles with rivals, wise to the capricious...
Jeremy Lee on Media: Asda vs NI: No-Score Draw
Even powerful companies have to back down from a challenge sometimes; they'll just never admit it. When News International locked horns with Asda last month over the supermarket's remuneration terms for sales of The Sunday Times, it was difficult...
Made with Love: The Enduring Power of the Limited Edition
Marketers may be more enthusiastic about temporary line extensions than consumers, but great product innovation can deliver sales, writes Nicola Clark. Eddie McAffer, distillery manager at Bowmore, knew he was onto something special when a routine...
Marketing Mole: We'll Call You - Hovis
Moles will always mourn the passing of a fellow mammal, so, when we heard about a mouse being baked into a Hovis loaf, we had to find out what happened. - Premier Foods: Hello, can I help you? Mktg: Hello. I read in the newspaper about the dead...
Marketing Mole: Who Does Google Think You Are?
Nigel Holland - Regional president, UK & Africa, Tata Global Beverages. - The first two links take us to news stories on Indian websites in which Holland is mentioned or quoted. The first, on financial news website sulekha.com, is about falling...
Opinion: The Marketing Society Forum - Should Upmarket Brands Price-Match Their Mass-Market Rivals?
Waitrose has launched a campaign promoting the fact that it now matches Tesco's prices on 1000 branded products, but has denied that the initiative will compromise its premium positioning. YES - ANDREW HAWKINS, MANAGING DIRECTOR, DCH Economics...
Opodo Refreshes Site amid Strategy Rethink
Opodo, the online travel service, is reviewing its marketing strategy as part of wider plans to differentiate its offering from rival web-based travel agents. The brand aims to highlight that its service is unlike those of other travel websites,...
Out of the Comfort Zone
The recession has hit this sector hard, but the surviving retailers are fighting hard for the attention of UK consumers, writes Jane Bainbridge. The depressed housing market can mean only one thing for furniture retailers: a drop in business. With...
PizzaExpress to Offer Breakfast in 'Living Lab'
PizzaExpress is introducing a restaurant format, which it will use to trial products and services, including its first breakfast menu. The first 'new generation' outlet, which the pizza chain describes as a 'living lab' to test food ideas and design...
Profile: A Numbers Game
Marc Allera, sales and marketing director at Three, hopes smartphones will help the brand double its market share. Interview by Alex Brownsell. This is the moment that Marc Allera, sales and marketing director at Three, has eagerly awaited for nearly...
Q&A: Marc Pritchard - Leading the Conversation
P&G's global head of marketing is embracing the worlds of sport and social networking. Procter & Gamble's 10-year deal with the International Olympic Committee is its biggest sports-sponsorship venture to date, spanning 38 categories, 50...
Sausage Rolls
The hot snack has lost its number-one position in the pies and pasties sector, writes Jeremy Lee. Consumers are relatively unwavering in their choice of hand-held meat product, so making sure that there are enough sausage rolls to go round is an...
Sponsorship Leagues
Despite disappointing performances and scandals on and off the pitch, sports sponsorship remains a key platform for brands, writes Ed Kemp. The past 12 months have been as tough for the sponsorship industry as for the England football team, although...
The Week in Marketing
- McEwan's Scots push McEwan's has launched a TV and outdoor campaign to demonstrate that the beer brand is an intrinsic part of Scotland's culture. It highlights Scots' fondness for using 'aye' in everyday conversation by adopting the colloquialism...
Two Become One
Why are so many global brands merging their marketing and PR functions, asks Jane Bainbridge. As Renault and Nissan become the latest brands to integrate their PR and marketing functions, several questions remain about the motivation behind such...
What It's Really like Inside: Yo! Sushi
- How does the team come up with fresh marketing ideas? We're so lucky to be heavily influenced by Japan, which we can tap into on a daily basis. - What are the perks of the job? Free sushi, working for the coolest restaurant brand, and the...
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