Marketing

Articles from May 18

Adwatch 18.05.11: Diet Coke
The brand's latest puppet-starring ad continues to push women's fashion buttons. Coca-Cola is very clear about its gender segmentation: Coke Zero for the chaps and Diet Coke for the girls. Coke Zero took a while to take off, but the black can is...
Andrew Walmsley on Digital: What Is a Broadcaster?
In TV broadcasting, the power is shifting from channel brands to the digital platforms that host them. There is seemingly endless debate among government, regulators and the industry about the 'future of broadcasting'. Arguably, though, broadcasting...
Cashback Sites Step Up Rivalry with TV Ad Work
TopCashBack and Quidco to launch major campaigns pushing their incentives. Two of the biggest cashback websites, which give consumers money back for shopping online, are gearing up for a marketing battle as they roll out their first TV campaigns....
Editor's Comment: The Power Behind Marketing
Marketing is a people business, so much so that Marketing's Power 100 list provides a unique industry barometer of the world of brands. So what does this year's ranking tell us? 1. THE GLASS CEILING SHATTERS Although the fairer sex isn't exactly...
End of the Line?
Landline use is declining, but the operators are shoring up their position by offering bundled phone, web and TV services, reports Jane Bainbridge. Fixed-line telecoms operators have a big problem: many people these days make do with their mobile...
Helen Edwards on Branding: Brands That Wear Well
AllSaints and Superdry have a balancing act on their hands as they look to expand internationally. Profusion of choice has allowed consumers to seize on brands as tools in the expression of self. If two products perform equally well from a functional...
Ikea: The Retail Brand Synonymous with Affordable Style Has Maintained Its Appeal by Sticking to Its Roots
Ikea has always attracted consumers looking for cheap but stylish furniture, providing 'affordable solutions for better living'. Such is the allure of the brand that a recent store opening in north London was treated as something of an event by...
Marketing Mole: We'll Call You - Groupon
Mole saw a great deal on Groupon, but is concerned that the site's ads might be misleading after reading that some of them have been banned by the ASA. Mktg: Hi, I have seen a few reports about some misleading ads on Groupon. How do I know they...
Marketing Mole: Who Does Google Think You Are? Doug Bewsher - Chief Marketing Officer, Skype
- The first link is a post to the Skype blog. - The second leads to a story on the Skype website about Neal Goldman's appointment. - The third link is to a profile of Bewsher on the Skype website. The fourth is to his profile on Brand Republic....
Opinion: The Marketing Society Forum
Is it sustainable to reward customers for interacting with ads online? Facebook is incentivising users to watch sponsored videos embedded in games and apps by paying them 'Credits', but the financial benefits - and other implications - for all involved...
PepsiCo Reshuffle Puts Gatorade Drive to Fore
PepsiCo has carried out a marketing reshuffle, shifting its Quaker Oats UK marketing director Hayley Stringfellow to the role of marketing director for Gatorade and sports nutrition UK and Ireland. Stringfellow moves from her role as marketing director...
Posting to the Web
Royal Mail wants to use technology to boost the effectiveness of direct mail, writes Alex Brownsell. In the oft-criticised world of paper-based direct marketing, genuine innovation has been hard to come by. With digital marketing spend in the ascendancy,...
Power 100
Marketers' optimism may not yet have returned to pre-recession levels, but these industry movers and shakers are on our list due to a consistent approach to marketing creativity and effectiveness. Marketing's annual list of the industry's most influential...
Profile: Drinking It All In
Sarah Warby, marketing director at Heineken UK, is responsible for some of the drinks industry's biggest brands. Interview by Gemma Charles. Sarah Warby has arrived early at The Mitre, an upmarket pub in London's Holland Park, and is happily nursing...
Selfridges in Campaign for Sustainable Fishing
Selfridges has launched a campaign, Project Ocean, to discourage consumers from eating endangered-fish species and raise awareness of marine conservation. The retailer is placing sustainability activism at the heart of its marketing activity. An...
Special Report: Direct Mail - What Digital Marketers Can Learn from DM
In an age of information overload, digital marketers could learn a lot from the personalisation and value pursued by direct mailers, writes Kim Benjamin . Hardly a month goes by without some development in digital being hailed as the next big thing...
The Week in Marketing
- Waitrose plugs British Waitrose has launched a campaign highlighting British produce. Featuring chef Heston Blumenthal, the 60-second TV spots and press ads will promote produce such as asparagus and smoked salmon. Initial ads will show Blumenthal...
Thorntons
The chocolatier blames the weather for declining profits, but the City is not fooled. Poor old Thorntons. Personifying that most British of character traits, it is always moaning about the weather, which tends to be either too hot or too cold. ...
Viking Eyes Consumer Appeal with Relaunch
Office supplies company Viking Direct is relaunching with a multimillion-pound campaign that positions it as a consumer-friendly brand, as it looks to challenge Amazon's dominance in the sector. Viking Direct, owned by Office Depot, sells office...
What It's Really like Inside: Vue Entertainment
- How does the team come up with fresh marketing ideas? We are a highly collaborative team and never short of new ideas. - Describe the marketing team in three words. Hard-working, dynamic. - What is the main marketing challenge you face?...
When Push Comes to Nudge
A growing number of big brands and agencies are applying the principles of behavioural economics, or nudge theory, to great effect, writes Andrew McCormick. Behavioural economics (BE), also known as nudge theory, has been kicking around the marketing...
Author Advanced search

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.