Marketing

Articles from July 28

Adwatch: BT - 'Snow'
I'd like to make a promise to all prospective clients out there on behalf of FCB London. When you give us a brief, we'll do our very best to answer it professionally. Not much of a sales pitch, is it? But surprisingly, BT seems happy to make the...
Amanda Aldridge on Retail: Retailers Must Play Their Loyalty Cards Right
Just the other week, I lost my purse. As anyone who has ever been through this experience will tell you, once the initial anger has subsided, the next task you have to face up to is cancelling all those credit and store cards. It's a tiresome task...
Brand Builders: Rapha
Being obsessive is at the very heart of this cycling apparel brand's bid to break away from the pack. There's something about cyclists - not your average trousers-in-socks-and-perhaps-a-weekend-pedal-along-the-towpath type of cyclist, but your leg-shaving,...
Brand Health Check: The Body Shop
Anita Roddick's cruelty-free beauty products blazed the trail for ethical shoppers in the 80s, but the brand has since lost its lead to non-specialist retailers. Rachel Barnes reports The Body Shop was set up in 1976 as a means for an idealistic...
Campaign Casebook: Lynx Pulse
One year on and Unilever is still buzzing with talk of this landmark campaign, writes Claire Murphy Lever Faberge is currently promoting this summer's Lynx variant - Touch - but it will have to work hard to emulate the success of last year's Pulse...
Careers: Brand Manager of the Week - Keith Byrne UK Marketing Manager, the North Face
Why did you get into marketing? I used to be in sales until I found that I could no longer lie. You are on a desert island with one person from the marketing industry. Who is it? The top marketer at Red Bull. They come up with some crackpot...
Careers: What's It Really like Inside - Harper Collins
Are the marketers at Harper Collins stereotypical bookish types? There are different types of people in publishing, but everyone has a passion for books, especially in the more literary marketing areas. Is the office quiet because everyone has...
Directwatch: Express Newspapers - 'Express Mailer'
The relentless mockery of my colleagues at the fact that I am a Daily Mail reader has finally become too much and I have recently found myself in the market for a new daily. However, I still maintain that my attachment to the Daily Mail had nothing...
Editorial: All Change, but Marketers' Power Grows
Where does real power lie in the marketing industry in 2004? Marketing's Power 100 list, often copied but never bettered, is now in its fifth year. The past 12 months, it is fair to say, have seen the greatest upheaval among those who wield power and...
Helpline
Samuel Solley takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. WELCOME MATS Q: As an internet services company, we'd love to send out some branded mouse mats, but we'd like something...
Marketing Mix: We'll Call You - Yakult
We rang Yakult to find out whether our flatmate's dubious attitude to food hygiene could be producing 'good' bacteria Recorded message Thank you for calling the Yakult information centre. If you would like a copy of the Good Bug Guide or Guide to...
Mark Ritson on Branding: Safe Bets Can Be Huge Brand Extension Gamble
My grandfather, the late Jackie Ritson, was a gambling man. Each week a significant proportion of his meagre state pension would find its way into the hands of the local turf accountants. Jackie, as I was to discover, was a spectacularly bad gambler....
Media Analysis: Sale of the Century?
BBC Worldwide won't lack for bids, but any transaction would be complicated, writes Colin Grimshaw The BBC says it is keeping its options open. But Rupert Gavin's resignation as chief executive of BBC Worldwide to lead a potential management buyout,...
News Analysis: Alcohol's Creative Crunch Looms
Ofcom's regulatory proposals could seriously restrict drinks companies' advertising options, says Claire Murphy So it's goodbye to slapstick humour, celebrities, sport, music, fluffy animals and laddish larking about. Creatives might be forgiven...
News Analysis: Right Thing, Wrong Timing
First came the consumer campaign, then the internal branding. Has British Gas got it back to front, asks Robert Gray It's not so much whether British Gas is 'doing the right thing' as whether it is doing it the right way around. More than half a...
Opinion: Marketing Society - Testing Is Worth Every Penny
Everyone has had to come to terms with tighter, more accountable budgets. As a result, we've had to do without some of life's little luxuries - expensive photography maybe, possibly a narrower media schedule, and maybe even fewer creative treatments...
Power 100
It's all change in Marketing's fifth Power 100 list as PepsiCo's UK president Martin Glenn and Tesco's Tim Mason are catapulted into the top two spots Marketing's fifth annual Power 100 list represents the most influential people in the UK marketing...
Profile: Breath of Life - Stephen Nelson Marketing Director, Sainsbury's
Stephen Nelson relishes a challenge; considering the media mangle Sainsbury's has been put through of late, that can only be a good thing. It takes a second glance at the final lines of his CV, though, to discover what truly lurks within. Interests...
Raymond Snoddy on Media: Truth Is, Little Digital TV Progress Can't Be Masked
There is a real art in writing ministerial statements, particularly when there is absolutely no good news to impart. Last Thursday's statement from culture secretary Tessa Jowell on the digital TV switchover amounted to a master class. You probably...
Sector Insight: Cigarettes - Smoke Signals
Fewer promotional opportunities mean tobacco firms must work harder to get messages across. THE BACKGROUND News that the government is considering following the example of California and Ireland by banning smoking in public places will have gone...
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