Marketing

Articles from October 14

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Can the outsider brand mount a serious challenge to its bigger mobile rivals, asks Fiona Ramsay. Mobile operator 3 has tried to set itself up as a fresh-thinking brand that fights the consumer's corner. It has been outspoken on roaming costs and...
Adwatch 14.10.09: Sky
The execution is serviceable, rather than an inspiring call to pay for Style & Culture Pack. There's an old rule in broadcast marketing: content builds brand. Exposure drives expectation; expectation drives exposure. And so it goes. It's this...
Amanda Andrews on Media: Setting a New Standard
The Evening Standard's successful rebirth as a freesheet hinges on quality editorial and distribution. When the Evening Standard announced plans to become a freesheet, News Corporation's chief, James Murdoch, was most likely sitting in his walled...
Andrew Walmsley on Digital: Media's Added Dimensions
Owned and earned media have become crucial to the success of marketers' brand strategies. Twenty years ago, media was the bit that was covered in five minutes at the end of a creative pitch, in the unlikely event the planners, creatives and suits...
Buttering Up
Consumer demand for natural ingredients and provenance has driven the butter category to outperform spreads. In the league table of odd advertising combinations, Johnny Rotten and Country Life butter must feature close to the top. Nonetheless, the...
C4 Set to Air Full-Form Content on YouTube
Channel 4 is reportedly close to signing a deal with YouTube in which the video-sharing site will host most of the channel's content online in full. The broadcaster has negotiated the right to sell its own advertising around its content, and will...
Conservative Party Conference 2009: Analysis - Pitching for Power
Marketers trying to gauge Tory plans for government received mixed messages. While one of the more memorable images from last week's Conservative Party conference was of party leader David Cameron with a glass of supposedly 'banned' Champagne, the...
Editor's Comment: New-Term Blues for the COI?
Those who say the government is acting as if it is running a closing-down sale may have a point. In the past few weeks we have seen several high-profile and high media-spend ad campaigns from Whitehall departments. These tackle a range of issues,...
Extension of Trust
Will consumer affection for the National Trust stretch to a range of branded goods, asks Amy Golding. The National Trust's plan to roll out a long-term brand-extension programme (Marketing, 7 October) will open up the institution to unprecedented...
Helpline
We take the hassle out of finding the right product or service - you ask the question, we'll provide the answer. DRESSING IT UP Q: We would like some of our employees to dress in costumes for a promotional event. Could you suggest a company to...
Marketing Mole: We'll Call You - Asda
Having heard that the supermarket was installing live webcams, we rang to find out whether our shopping trips were likely to be broadcast to all and sundry. Asda Good afternoon, thanks for calling, you're through to (name). Can I take your name...
Marketing Mole: Who Does Google Think You Are? - Marc Sands, Marketing Director, the Guardian
- The first link takes us to a brief profile on The Guardian's website, while the second is to a comment Sands left on the site in January 2007. - The third listing pushes to The Guardian's press office, which provides more detail on Sands' career....
Mark Ritson on Branding: Just Be Yourself
Brands aiming to be whatever the consumer wants will suffer from a resultant lack of identity. When I was at university, I used to have this terrifically easy-going girlfriend. If I wanted to go out with my college mates for a piss-up, she was fine...
Opinion: The Marketing Society Forum - as the Recession Eases, Should Sustainability Become a Priority?
As the economic recovery kicks in and the crisis abates, brands have more room for manoeuvre when it comes to signing up to carbon-labelling and similar ethical and environmental schemes. YES - ANNE MURPHY, GENERAL MANAGER FOR UK & IRELAND,...
Profile: Making Children Seen and Heard
Ian MacArthur, creative director and head of brand marketing at the NSPCC, is aiming to give children a voice. Interview by Becky Charles. Strolling near the NSPCC's headquarters in London's trendy Shoreditch, Ian MacArthur, the charity's creative...
Reinventing Marketing: Marketing's Missing Metric
If your metrics are not delivering data that makes your marketing more effective and accountable, you're likely asking the wrong questions. It's time to reappraise your strategy, writes Alan Mitchell. Back in the 19th century, natural philosophers...
Standard Risks Quality with Freesheet Debut
The title faces a fight for advertisers in its new incarnation. The best things in life are free - or so believes mobile operator 3, the first front-page advertiser to sign up to the London Evening Standard as a freesheet, for its launch on Monday....
The Week in Marketing
- Phones4U 'Deals' pair Phones4U is launching the latest ad in its 'Great Deals 4 Popular People' campaign this week. The execution, created by Adam & Eve, features two people dressed in cardboard warrior outfits engaging in battle. The ad will...
Turbulent Times
Is Tourism 2023, the travel industry's environmental pledge, too little too late, asks Alex Brownsell. The travel industry has been one of the sectors hit hardest by the recession. However, that has not stopped it gathering at its annual conference...
What It's Really like Inside: Sara Lee
- Describe the marketing team in three words Commercial, dynamic, competitive. - How do you come up with fresh ideas? We hold regular workshops and insight days. - Will the recent Unilever deal affect how the team manages its brands? ...
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