Marketing

Articles from April 20

A Clear Game Plan
The brand that backs The FA Cup must resist the urge to play with the format. The FA Cup was once viewed by brands as a prized sporting commercial opportunity. It is fair to say, however, that in recent years the competition has lost some of its...
Adwatch 20.04.11: NatWest
'Helpful banking' campaign imparts a subtle message of atonement and reassurance. According to my mum, we live in troubled times. She reads the Daily Mail, so she should know - and my mum wouldn't lie to me. Prices are high, confidence low and not...
Alan Mitchell: Reinventing Marketing - Data Plan Heralds a New Era in CRM
A government initiative to give the public much more control over their personal data is also an opportunity for marketers, writes Alan Mitchell. The government's consumer empowerment strategy, announced last week, includes a flagship initiative...
Andrew Walmsley on Digital: The Value of Your IT Crowd
In this data-led era, companies' digital specialists have never been more important to marketers. If you've ever seen a group of one-year-olds play, you will have noticed that, while they will focus on their toys and play with their mum, they don't...
Audi Blazes Trail in UK Internet-TV Advertising
First pre-roll ads to run through TV apps, promoting the A7 Sportback model. Audi, the luxury car brand, will be the first advertiser to run a video ad campaign on internet-connected TVs in the UK. Pre-roll ads for the A7 Sportback will be shown...
Barack Obama
Can social media help the US president re-engage with the country's voters, asks Rachel Barnes. The question was never whether he would stand, but how he would campaign. This month, Barack Obama kicked off his re-election bid using his tried-and-tested...
Barbour
From shipyards to catwalks, the British clothing brand has successfully weathered fashion's storms. In the latest instalment of our series examining the importance of design to key brands, we look at the 100-year-old, family-owned clothing company...
Brand Manager of the Week: Ryan Dixon, Brand Manager, Thorpe Park
- Describe yourself in three words. Passionate, adrenaline-pumped and innovative. - How do you define marketing? Telling your audience how awesome your product or service is by engaging with them on multiple levels, getting them excited about...
Digital Report: Social Commerce - Sound of the Crowd
In today's recommendation environment, consumers are becoming brand ambassadors, but should brands trust the wisdom of the masses, asks Trevor Clawson. Where once most consumers would simply breeze in and book their holiday on the advice of their...
Editor's Comment: A Priceless Commodity
What's your favourite property? We're not talking Grand Designs or Phil and Kirstie, but brands. No matter how far you go back, there have been brand properties - animals (remember the Post Office ants?), characters (the Man from Del Monte) and...
Finding Your Niche
Despite the tough economy, small brands are breaking into the mainstream, writes Nick Hughes. Food and drink brands have a strong record of identifying a niche and making it mainstream. While success stories such as Bottlegreen, Dorset Cereals and...
Helen Edwards on Branding: No Cheer for Brand Britain
The royal wedding will not help change perceptions of the country being a less-than-ideal destination. Next week, about 7000 weddings will take place in Britain, but only one will occasion a mass exodus from the country. That same wedding will be...
Marketing Mole: We'll Call You - ITV
Moles love talent shows - we can't help but join in. But when we read about dodgy bets on The X Factor, we wondered whether our vote meant anything anymore. Mktg: Hi, I tried to call up earlier about The X Factor and I think the teams were...
Marketing Mole: Who Does Google Think You Are? - Marc Sands, Director of Audiences and Media, Tate
- The first link leads to a Media Guardian story on Sands' appointment at Tate. - The second and third results direct the user to the Tate's blog and senior staff information respectively. - The fourth link is to another story related to Sands'...
Marketing Promotion: Change Inspires Innovation
Technology is changing the way that people consume media, which in turn is challenging marketers to become more inventive. Stuart Derrick reports. The relentless pace of technological development means marketers are constantly working out how to...
Profile: Star Billing for Affluence
Shaun Springer, head of brand, sponsorship and digital, UK and Ireland, at MasterCard, is to revitalise its 'priceless' strategy. It is around the time that Shaun Springer reveals his burgeoning acquaintance with UK rap star Tinie Tempah that one...
Saab Signs Up for First PowerPlay Golf Event
PowerPlay Golf, a quickfire tournament that it is hoped will emulate the success of cricket's Twenty20 format, is on the hunt for more sponsors as it looks to attract a new generation of sports fans to the game. The aim of the organisers of the...
Supermarkets Battle It out for 'Holiday' Custom
Retailers are preparing to cash in on a fortnight of consumer indulgence around Easter, the royal wedding and May Bank Holiday. Each of the major supermarkets is rolling out marketing activity and special deals with a patriotic theme to capitalise...
The Marketing Society Forum: Will the Royal Wedding Provide a Long-Term Boost for Brand Britain?
The momentum that is building around the nuptials of Wills and Kate, combined with the kudos of staging the Olympics, is set to bolster the UK's commercial prospects, here and around the world. YES - WILLIAM ORR, Director, communication and marketing,...
The Pop-Up Phenomenon
From Comme des Garcons to EA Games and Hendrick's Gin, pop-up shops are springing up on high streets across the country. Nicola Clark asks how brands can ensure the bubble doesn't burst. The marketing world is in the midst of a pop-up frenzy. ...
The Week in Marketing
- Street for BrandMAX Andy Street, managing director of John Lewis, is the latest big name to sign up to speak at BrandMAX, a two-day conference and networking event for senior marketers, hosted by Marketing on 21-22 September. Street, who will...
What It's Really like Inside: Treasury Wine Estates
How does the team come up with fresh ideas? We're a collaborative bunch conducting regular brainstorming workshops to ensure we are constantly challenging ourselves. We also make sure that we get out into the marketplace, talk to our consumers and...
Where TV Meets the Web
Internet TV is turning set manufacturers into content providers, discovers Andrew McCormick. By pitching its Bravia range as 'Television redefined', Sony is the latest company to combine broadcast content and functional online browsing through a...