Marketing

Articles from October 26

Adwatch 26.10.11: Sainsbury's
The supermarket has moved its ads into the post-Jamie Oliver era with great poise. I recently spent a week playing Mr Mum, looking after my three young kids on my own. I discovered what every mum already knows: feeding a family is a relentless,...
A Marketing Promotion: The Scale of the Alignment Challenge
New research from Ebiquity suggests that social media is starting to bring marketing and corporate affairs teams together, but many brands are still struggling to align their marcomms activities. The growing influence and power of social media ...
Andrew Walmsley on Digital: The Age of Collaboration
Sites such as Zopa, swaptree and Airbnb show that the web is changing the way people consume. When I first came across the web, the early tentative steps to commercialisation were being taken. It was 1994, but already it was possible to buy things...
Brand Manager of the Week: Michelle Anderson, Marketing Manager, Shopzilla Europe
- Describe yourself in three words. Creative, passionate and a 'Zillan'. - What would you be if you weren't a brand manager? Working in a design agency. - What advice would you give someone starting their marketing career today? Ask...
Changing with the Seasons
The colour-cosmetics sector is buoyed by continual NPD, driven by its close association with seasonal tre nds in apparel, writes Jane Bainbridge.[QQ Look at any teenage girl and it's not hard to see why sales of colour cosmetics are booming. From the...
Co-Operative to Debut Online Grocery Business
The Co-operative Group plans to launch a grocery home-shopping business next year in an effort to increase its 'share of wallet'. The 3000-store convenience retailer is 'investigating opportunities' to create an online transactional business, which...
Digital Goes Mainstream
With more brands pushing the marketing boundaries, digital agencies are increasingly finding themselves at the centre of campaigns that span all media and disciplines, writes Kim Benjamin. It goes without saying that digital is a rapidly changing...
Editor's Comment: Waitrose Seeks Return on Loyalty
I'm currently reading a tome about ancient Rome, in which loyalty is a recurring theme. Loyalty to one's general, to the Emperor and to the Empire. Translating the concept to marketing may seem trite, but the principles are the same. Key among them:...
Helen Edwards on Branding: Chalk and Cheese
Rather than pull against each other, marketing and sales teams can benefit from closer working. When are marketing and sales departments most likely to find themselves at loggerheads? Round about now, halfway through the final quarter of an embattled...
Kodak
The veteran imaging brand is struggling to keep up with digital developments, writes Matt Chapman. The annals of history relate that when Kodak founder George Eastman created the brand, he stipulated that its name must be short, impossible to mispronounce...
Marketing Mole: We'll Call You - Npower
Mole is dreading this winter's energy bills as much as the next mammal, so we were thrilled when we read that our supplier would have to help us save. Npower (Answers after Mktg has been on the phone for several minutes and gone through a series...
Marketing Mole: Who Does Google Think You Are?
Alex von Schirmeister, Vice-president of marketing, operations and advertising, eBay Europe. - The first link is to the LinkedIn search page for people with the names Alex Von; the second is von Schirmeister's profile. - The third result is a...
Marketing Promotion: Taking a Brand-Sensitive Leap
As the demand for complex and brand-sensitive conversations increases, companies and organisations are turning to contact centres to provide the medium for much more meaningful and productive customer engagement. The traditional role of the contact...
Opinion: The Marketing Society Forum
Will the plan to cut 5bn calories from the nation's daily diet by 2020 work? The secretary of state for health has unveiled a government strategy to enlist the help of food brands and retailers in a campaign aimed at reducing the amount of calories...
Premier in Crisis
This month's profit warning highlights an obsession with legacy brands, writes Nick Hughes. It is hard to believe that a company with Hovis, Ambrosia and Mr Kipling among its portfolio of brands should ever be fighting for its survival Yet that...
Profile: Muller's New Direction
Lee Rolston, marketing director of Muller, is proud of the brand's unusual latest TV advertising campaign. Interview by John Reynolds. Whisper it: Lee Rolston, the Liverpudlian marketing director of Muller, has a bit of a thing for Manchester. In...
Race Online Campaign Seeks FMCG Partners
Martha Lane Fox, the UK's 'digital champion', has urged consumer brands to increase their participation in a scheme that aims to get more of the public online. Lane Fox is looking for more FMCG brands to take part in the government-backed Race Online...
Special Report: New Reality Demands a Response
The modern consumer wants to move seamlessly across different platforms, presenting a new set of challenges for contact centres, writes Robert McLuhan. It has been a decade since digital channels turned call centres into multichannel contact centres....
Swatch
The brand was created in 1981 to revive the Swiss watch industry, and it has not looked back since. The simple and colourful design of the Swatch watch, an emblem of the 80s, reinvigorated the watch-making industry in Switzerland. The country...
The Calm before the Scrum
Brands were surprisingly subdued in their recent Rugby World Cup campaigns, but expect a big increase in activation by 2015, writes Alex Brownsell. It appears to have somehow passed millions of people by that the world's third-biggest sports event...
The Online Pop-Up
The pop-up concept has brought excitement to the retail sector Mary Cowlett examines whether this can be replicated online. While pop-up shops made of bricks and mortar may be familiar to consumers, it seems there is also scope for developing the...
The Week in Marketing
- Nike runs with Ellie Nike has rolled out an online video featuring pop singer Ellie Goulding training for 'Run To the Beat', the London music industry half-marathon, which took place on 25 September. The 'Music runs Ellie' film was created by...
What It's Really like Inside: QSoft Consulting
- How does the team come up with fresh marketing ideas? The product directs the marketing, and then the team brainstorms on how to launch and reinforce the global brand message. We sponsor hundreds of grass-roots events throughout the year and we...
Whitbread Repositions Restaurants
Whitbread, the owner of Premier Inn and Costa Coffee, is to overhaul three of its four restaurant brands in an attempt to attract a younger audience. The brand positioning and advertising for Beefeater Grill, Brewers Fayre and Table Table is under...

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