Marketing

Articles from October 9

ADWATCH: McCain Champions 'Chips for Cheerfulness' Message
The frozen-food giant urges the public to keep their chin up in times of adversity by having a chip. McCain, the frozen-food manufacturer, is repositioning as an antidote to life's little hiccups. The ad appears in this week's Adwatch table at number...
ANALYSIS: British Gas Seeks Public Trust
The utilities company is spending pounds 50m to convince people it cares about them. Mark Kleinman reports. British Gas wants to be trusted. Five years after the UK energy market was opened to full competition, the former nationalised utility is...
Barclays Agrees Pounds 57m Premier League Tie-Up
British sport's biggest property will get a new name - and almost 20% more cash - next year when the title sponsorship of the FA Premier League switches from Barclaycard to its owner Barclays in a pounds 57m deal. The tie-up will see Barclays take...
BRAND HEALTH CHECK: The Independent - Will a Tabloid-Size Indy Rejuvenate the Brand?
With decreasing sales and a brand lacking in credibility, the Indy is in need of a boost. But should the paper be looking at more than size if it is to rebound, asks Colin Grimshaw. Was it an act of desperation, a final throw of the dice for a brand...
CAREERS: Company CV - Waterstone's Booksellers
Waterstone's Booksellers is the UK's leading specialist bookseller. It operates through 193 stores, primarily in the UK, of which 39 are on university campuses. Waterstone's flagship store on London's Piccadilly is the biggest bookshop in Europe,...
EDITORIAL: Industry Is Missing Opportunities with Ethnic Imbalance
It was explained to me recently that 'all Icelands smell of piss' - this from an ad agency creative director who should, for a host of reasons, have known better. His hypothesis, which he clearly believed was an informed and reasonable one, was...
Fiat Keeps Brand Strategy in Family
Italian car firm Fiat Auto has installed the 26-year-old grandson of late founder Giovanni Agnelli in a new marketing role which it hopes can revive the struggling brand. Lapo Elkann, who has been employed by Fiat-owned marques Maserati and Lancia...
FIELD MARKETING: Brand Casting
The right field marketing staff can reinforce a brand by acting, sounding and looking the part. Marketers strive to give brands a human face, talking of them in terms of personalities, values and attributes. So promoting a brand using people whose...
Marketers Attack ITV Consolidation
Advertisers have reacted with fury to the government's approval of an ITV merger with only limited protection of their interests. They are now braced for a double whammy, with further consolidation of TV sales houses, including Channel 4 and Five,...
MARKETING MIX: Pen Portrait - Drew Thomson, Air Miles Travel Promotions
Drew Thomson is managing director of Air Miles Travel Promotions and BA Miles. He joined British Airways in September 1995, taking up his position at the subsidiary Air Miles in 2000. You don't need to be a graphologist to see the vitality and enthusiasm...
Northern Foods Unites Fox's with Private Label
Northern Foods has merged its Fox's Biscuits subsidiary, owner of brands including Echo, Rocky and Big Softies, with its own-label biscuit maker, Elkes Biscuits, resulting in the departure of Fox's Biscuits marketing director John Ward. Simon Smith,...
OPINION: Double Divestment Drops Down Agenda as Decision Day Looms
The conventional wisdom was clear. There was only one way that the Carlton-Granada merger would be allowed - and that was double divestment of sales houses. Some who really should have known better were convinced the merger would simply be turned down....
OPINION: Marketing Society - Can Your Brand Feel Local When Acting Globally?
At first glance, being the custodian of a global superbrand and integrated supply chain would appear to offer a clear advantage: combining the ability to reap the economies of scale in product supply and logistics with the resources and local knowledge...
OPINION: Success Paradoxically Breeds Greater Vulnerability for Brands
Most organisations today are becoming brand-centric. The language may change from one company to another, but whether it's brand values, brand personality or brand identity, marketing departments are focusing on it. Of course, having a brand strategy...
OPINION: Words without Deeds Rightfully Attract Criticism
Angus Porter, customer director at Abbey National - now, of course, abbey - must have been feeling a strong sense of deja vu as he stood next to his chief executive, Luqman Arnold, at the recent announcement of the company's rebranding. It was only...
PROFILE: A Voyage Down under - Paul Davies, Consumer Marketing Director, Australian Tourist Commission
It will be difficult to ignore images of Australia over the next month. The Rugby World Cup - a rare opportunity for England to actually win a major sporting event - kicks off there this weekend; Disney's Finding Nemo, perhaps the year's biggest...
Services Helpline
Funky revamp Q: We need someone to advise us on a fresh look for our logo and marketing literature. I'm after a funky, innovative idea and was wondering where I could find the right agency for this. A: Try Hatch, which aims to provide design...
Top Goldfish Marketers Leave Following Buyout
Lloyds TSB's purchase of Goldfish from Centrica has prompted the resignation of two of the brand's top marketers. Head of marketing communications Pam Jackson and brand manager Suren Raymond have both left without jobs to go to. Jackson was in charge...
WH Smith Set for Clubcard Revamp
WH Smith, the struggling high-street retailer, will try to breathe life into its Clubcard loyalty scheme after admitting that it was difficult to understand and not generous enough to high-spending customers. The company is conducting a comprehensive...
YOUNG GIFTED AND 96% WHITE: Are Agencies Ethnically Diverse Enough to Cater to a Multicultural Society's Needs, Asks Jane Simms
Nearly 8% of the UK's population is of ethnic minority origin, rising to 31% in London. Yet just 4% of staff in ad and marcoms agencies are from ethnic minorities and, of these, 70% work in support disciplines, according to research from the Institute...
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