Marketing

Articles from May 4

Adwatch: More Th>n Pet Insurance - 'Man and Dog'
Isn't insurance a confidence trick? A nagging fear insists that you should be covered, so you pay out massive premiums year after year in case your house implodes or you loose a limb on holiday. But if some minor accident requires the policy to...
Brand Health Check: The Sunday Telegraph
The title's newly installed editor faces a struggle to grow its circulation without alienating its core readership. When Patience Wheatcroft eased herself into the editor's chair at The Sunday Telegraph two weeks ago, she must have been hoping that...
Careers: What's It Really like Inside - Denplan
Do all the members of the marketing team have pearly-white smiles? Not everyone's teeth are perfect, but we are definitely a smiley team. You were ranked 11th in The Times' 100 Best Companies to Work For 2006. Why is Denplan so special? Denplan...
Editorial: Banks Pay Price of Not Caring
Another week, another story drawing parallels between banks' record profits and the penalty charges they impose on customers. Six years have passed since Don Cruikshank, the former chairman of the London Stock Exchange, published his Treasury-commissioned...
Helen Dickinson on Retail: Stores Get Taste for Premium Food
Something interesting is happening in Dallas, Texas, with US supermarket Wal-Mart. To UK shoppers it probably represents the champion of pile-it-high, price-driven retailing, but in the oil state, it has created a 'laboratory' store with an unprecedented...
Helpline
Jemima Bokaie takes the hassle out of finding the right product or service - you ask the question, she'll provide the answer. POST HASTE Q: Our supplier has let us down and we need 5000 envelopes printed with our company logo quickly. Any suggestions?...
Marketer of the Year Poll 2006
Vote for who you think deserves to be named Marketer of the Year at The Marketing Society Awards on 19 June. Email topmarketer@haynet.com with your candidate from our shortlist of 16. NEIL CAMPBELL, GROUP VICE-PRESIDENT OF MARKETING PEPSICO Campbell's...
Marketing Mix: We'll Call You - McDonald's
We called the fast-food chain to try to glean some nuggets of wisdom about the nutritional value of its food and drink. McDonald's (Marketing on hold for three minutes.) McDonald's customer services, can I help you? Mktg My daughter loves your...
Mark Ritson on Branding: How Asprey Lost Its Sparkle
You do not need to be an expert in branding to realise that the rebirth of Asprey was a doomed venture. I have been exhorting my MBA students to visit the British luxury brand's flagship store on London's New Bond Street for the past six months because...
Media Analysis: Split Decision
Ofcom's adjudicator faces a tough task as advertisers and ITV remain at odds over the fate of CRR. Robert Ditcham's appointment by Ofcom as adjudicator in charge of contract rights renewal (CRR) (Marketing, 22 March), coincided with an address given...
News Analysis: Blending Heritage with Innovation
Whisky brands are attracting a new generation of drinkers with radical NPD, design and promotions. When market-leading premium Kentucky bourbon Maker's Mark unveiled plans to focus on the UK whisky scene (Marketing, 29 March), established Scotch...
News Analysis: Going the Extra Mile
Food miles are emerging as the next big ethical consumer concern likely to hit the food industry, writes Nicola Clark. Food and drink marketers, still reeling from the strength and longevity of the campaign to tackle obesity, have yet another consumer...
Opinion: Marketing Society - Integration, Not Separation
It can't just be me. Surely I am not the only marketing director thoroughly confused by the way in which our industry has been carved up into the tiniest micro slices? Today, if you want help, you have to engage myriad competing groups regarding...
Outdoor: Getting Personal
Growing sophistication in targeting specific customer types is revitalising the outdoor industry. Andy Fry reports. As the effectiveness of TV advertising has been challenged in the eyes of marketers, the outdoor sector has made great play of its...
Profile: Fresh Challenger - Caroline Drummond, Birds Eye General Marketing Manager, Unilever
Caroline Drummond knows all about the challenges faced by leading food brands trying to achieve sales growth in a mature market. Last October she, along with the rest of her central marketing colleagues, was made redundant from Heinz after 11 years,...
Radiowatch: Autoglass - 'Heroes'
Radio clearly wasn't an afterthought with this campaign. Unlike the majority of ads on air it is simple and effective, and it doesn't rely on any gimmicks, caricature voices or irritating sound effects. Once the necessary sonic logo is over, the...
Raymond Snoddy on Media: Read All about It: Newspapers Work
I really want to believe that newspaper advertising works. After all, the diversity of national newspaper coverage and opinion make such a positive contribution to our society. But what if the ads in the nationals were exposed as not working very...
Sector Insight: Cough and Sore-Throat Remedies - Scant Relief
Multi-function cold and flu treatments are restricting the market for symptom-specific remedies. THE BACKGROUND Two months ago Reckitt Benckiser, which already owns Lemsip, bolstered its position in the cough and sore-throat remedies sector with...
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