Marketing

Articles from February 29

Adwatch: Virgin Media
Marketing's unique weekly analysis of advertisement recall in association with tns Perfectly cast and full of speed cues, this 'faster broadband' campaign really hits the mark SEB ROYCE - Executive creative director, glue Isobar Usain Bolt...
A Marketing Promotion: Brands Must Meet the Retail Challenge
Mobile commerce, supermarket power, empty high streets ... what does the changing retail environment mean for brands? Our experts examine the implications. Successful brands are an 'antidote to anxiety', according to Jonathan Sands, chairman of...
And Finally: We'll Call You - Sony Ericsson
Mole isn't too keen on change when it comes to brands and services Can the handset manufacturer assure us that its takeover by Sony won't mess things up for us? Mktg I've got a Sony Ericsson Xperia Arc S handset and I've heard that Sony Ericsson...
Baileys
The Diageo cream-liqueur brand faces a fight to retain consumer interest, writes Gemma Charles. Baileys, the Irish whiskey cream-liqueur brand, has certainly tasted sweeter times. Earlier this month, Diageo's figures for the six months to the...
Brand Barometer
Over the years, Adwatch has carved out a niche as a must-read part of Marketing. While TV still accounts for a significant amount of adspend, we felt it was time to reflect changes in the nation's media consumption. So now, in the final issue...
Brand Manager of the Week: Amy Holdsworth, Marketing Manager for Tetley Tea, Tata Global Beverages
- Describe yourself in three words. Challenging, energetic, pragmatic. - How would you define marketing? Making people want your stuff more than they want other stuff. - What would you be if you weren't a marketer? A detective or criminal...
Guru
The selection of metrics can cause headaches for marketers, and even distract them from the purpose of their job, writes Will Harris Yet choose carefully, and they can bring clarity to both brand and business. Q: I've been asked to present on our...
Meet the New Type A
She is your most important consumer and she hasn't been affected by the economic downturn, Nicola Clark unveils a category of female who will shape future brand marketing strategies. The superwoman is past her sell-by date. The image of the power-crazed,...
Opinion
We often assume 'value' means 'cheap', but brands such as Waitrose prosper by offering compelling value at a premium price. When the economy gets tough and money gets tight, you expect to see the growth of value brands. A recent survey from Kantar...
Opinion: The Marketing Society Forum - Does Funding Innovation Come before Protecting Marketing Jobs?
Procter & Gamble has announced plans to shed staff while increasing its focus on digital ads. YES - LOUISE FOWLER, BUSINESS LEADER, MARKETING, THE CO-OPERATIVE BANKING GROUP Firstly, innovation does not always require investment. In my experience,...
Pret A Manger
The sandwich shop chain has gone from losing pounds 80,000 in its first year in the 80s to become a pounds 350m business. The humble sandwich, a British lunchtime staple, has helped launch an empire in the form of Pret A Manger. Julian Metcalfe...
Profile Builder: Who Google Thinks You Are ... Dawn Paine, Incoming Vice-President of Marketing, Universal Pictures UK
- The first two links are to a PR Week story about Paine's appointment by Universal. - The next is to Marketing's report of her recent change of jobs. - The fourth result is to Screentrade Magazine's story on her appointment. Verdict All the...
Rivals Target Apple in Mobile Web Battle
Brands join forces to push for mobile web standard and simpler app payments. Matt Chapman in Barcelona. Apple's central role in mobile has been challenged this week, with Facebook, HTC, Sony, Samsung and Nokia among the brands taking aim at the...
Shift
'Likes' and 'friends' are becoming increasingly meaningless terms; brands need to use their networks to plug into the power of the validation economy, writes Nicola Clark. The very notion of Blippy is enough to bring me out in a cold sweat. The...
Supermarkets Stop the Presses
The launch of The Sun on Sunday at the weekend coincided with exclusive research that shows a decrease in spend on press ads by the major food retailers. The arrival of The Sun on Sunday over the weekend was good news not only for News International,...
Tech: For Anyone Developing Apps, HTML5 Is a Game-Changer
With the 2012 Mobile World Congress in full swing, George Nimeh looks at how this technology will soon give app stores a run for their money. You've probably been thinking a lot about apps these past few years, and asking yourself questions like:...
The Marketing Interview: Craig Inglis
While John Lewis faces an unpredictable year, its marketing director has several innovations up his sleeve, writes Matt Chapman. The evils of marketing as expounded by the late, great comedian Bill Hicks expressed many people's prejudices about...
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. Kellogg's Totes Amazeballs coup Breakfast cereal brand Kellogg caused a stir on Twitter last week by revealing a new cereal, named Totes Amazeballs,...
Time to Adapt to 'Evolution by Consumer Selection'
Unilever chief marketing officer Keith Weed is to outline his vision for brand evolution at the Advertising Association's annual summit this week. Here, he explains what lies behind Unilever's strategy. In a resource-constrained world, marketing...
Vehicle Recovery
The sector has been hit by the economic crisis because it relies on an increase in the number of cars on the road for growth, but market leader the AA remains a strong brand, writes Jane Bainbridge MAIN PLAYERS MICHAEL CUTBILL - Marketing director,...
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