Marketing

Articles from March 21

Adwatch: Marketing's Unique Weekly Analysis of Advertisement Recall in Association with Tns
CADBURY CREME EGG The seasonal confectionery brand is being consistent and fun with its Olympics theme TOBY TALBOT - EXECUTIVE CREATIVE DIRECTOR, RKCR/Y&R I don't 'run myself ugly' every morning (I figure I'm ugly enough already). The...
And Finally: We'll Call You - EDF Energy
The company faces a pounds 3.5m bill for breaching its marketing licence. Mole wanted to know whether our dear old ma would be among the customers to benefit. EDF: Hello, how can I help you? Mktg: Hello. I have concerns about the running of you...
Benefit
The US cosmetics brand's fun image and packaging have helped it succeed since making its UK debut. Benefit Cosmetics has gained a cult-like status based on star products and a fun, cheeky and carefree image. In a market worth an estimated pounds...
Biggest Brands Fuel Hike in Mobile Spend
Figures from IAB and PwC show 157% surge in UK adspend on mobile media. Big-spending brands in the FMCG and retail sectors have significantly boosted mobile adspend as they look to reach the growing number of consumers using mobile devices to interact...
Brand Barometer
The buzz around Kony 2012, by not-for-profit group Invisible Children, which has clocked up 100m views, demonstrates the power of a compelling narrative. I doubt all viewers sat through the full 30-minute film, but this is of little consequence...
Brand-Building Comes Home
Furniture retail and DIY brands are adopting a more emotive form of advertising, writes Alex Brownsell. With the shops full of Easter eggs and the trees of Britain starting to blossom, can the peak season of home improvement be far behind? If that...
Brand Manager of the Week: Lisa Harrison, VMS Brand Manager, PharmaCare Europe
- Describe yourself in three words. Seriously fun achiever. - What would you be if you weren't a brand manager? Running a Champagne bar somewhere very, very hot. - What advice would you give someone starting their marketing career today?...
Consumers, Confusion, Value and Treats
With shoppers trading up in some FMCG categories and down in others, mid-market is a tough place to be. Big brand owners' surprising response is to innovate at the premium end, writes Nick Hughes. One of the defining trends of the post-recession...
Guru
When undertaking a review of their marketing department, marketers new to a company need to enlist their chief executive, HR, customer service and agencies for perspective, writes Mhairi McEwan. Q: I've just started as head of marketing in a new...
Liqueurs
While the sector benefits from increased in-home drinking, consumers' perception of liqueurs as primarily a sweet, after-dinner drink appears to be restricting sales growth, writes Jane Bainbridge. MAIN PLAYERS ANDY FENNELL - Chief marketing...
Opinion
Brand equity can thrive or suffer on the basis of an association with a brand partner, as Cadbury's relationships demonstrate. There are two places where you might encounter the Cadbury chocolate brand, aside from the normal confectionery shelves...
Opinion: The Marketing Society Forum - Are Sales People Likely to Trump Marketers for the Top Job?
The appointment of Alex Gorsky, who started as a sales rep, as Johnson & Johnson's new chief executive has raised the issue of whether marketers are well-placed to land such roles. NO - HUGH BAILLIE CHIEF EXECUTIVE, OGILVY & MATHER The...
Profile Builder: Who Google Thinks You Are ... Helen Normoyle, Incoming Chief Marketing Officer, DFS
- The first link is to Normoyle's BBC profile page, for her current role as its director of marketing and audiences. - The next is to research-live.com about her appointment to DFS. - The third pushes to a profile piece on the same site. -...
Shift
Just three days after its release, more than 70m people had viewed or seen parts of the Kony 2012 video, so what does this new breed of activism mean for brands, asks Nicola Clark. Can a viral video change the world? The charity Invisible Children...
Special Report: Insight - the World's Biggest Focus Group
Brands are struggling to make sense of the babble they are picking up from social-media networks as they seek to turn what they learn from online conversations into useful insights, writes David Benady. Online tools for monitoring social buzz, offered...
Tech
The proliferation of Nike FuelBands at the recent SXSW festival is an indication that the brand is once again leading the way on innovation. John V Willshere outlines the strategy behind the product. For the past few days, I've enjoyed seeing pictures...
Tesco
The retailer still dominates, but is not immune to shifts in consumer interest, writes Rachel Barnes. We know that what goes up must come down. But for Tesco, this phrase seems particularly apt, with the shock news last week that UK boss Richard...
The Marketing Interview: Julia Goldin
Revlon's global chief marketing officer says that a clear global marketing vision is behind the brand's improved performance, writes Rachel Barnes. The lipstick effect has become a defining cliche of the fallout from the recession. From biscuits...
The Naming Game
Brands such as Coca-Cola are eyeing post-Olympics venue naming rights, writes John Reynolds. As organisers unveil the grand stadiums of London's Olympic Park to the world, it is not just sports-lovers and the media taking note. Coca-Cola has emerged...
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. - P&G outlines digital shift Procter & Gamble has set out the need to make 'fundamental shifts' in its approach to marketing and move spend...

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