Marketing

Articles from August 1

ADWATCH: Vauxhall's Latest Vectra Model Faces Trial by Television - Vauxhall Casts a Hollywood Actor as the Hotshot Lawyer Who Can Prove the Brand's Claims. Jules Grant Reports
An execution for the new Vauxhall Vectra featuring Hollywood actor Ed Harris, has risen to number six from 11 in this week's Adwatch table. Recalled by 62% of consumers, the ad is part of a pounds 14m strategy to establish the Vectra in an increasingly...
ANALYSIS: Is Egg's Success Based on Good Ads Alone? - Egg's CEO Has Attributed Its Success to Ads, but Does the Adspend Justify the Result?
Chief executives rarely put good results down to their latest TV ads. But Paul Gratton, chief executive of Egg, did exactly that last week as he announced a pounds 1.2m pre-tax profit for the past six months. Gratton said Egg's 205,000 new customers...
ANALYSIS: Supermarkets Harness the Brand - Supermarket Own Labels Have Made Way for Own Brand in an Attempt to Build Loyalty and Challenge FMCGs
The most impressive brands in UK supermarkets today are no longer those of Procter & Gamble, Lever Faberge or Masterfoods. A new order has emerged - and the growth of the supermarket own brand is responsible. Sainsbury's launch of Perform +...
BRAND HEALTH CHECK: Package Holidays - Are DIY Holidays Putting Package Deals at Risk?
As a growing number of holidaymakers opt to arrange their own trips abroad, Daniel Rogers asks how tour operators can respond to the change in the UK's vacation habits. The holiday season is approaching its sweltering peak and the Brits are once...
CAREERS: Company CV - United Biscuits
United Biscuits (UB) is one of the UK's leading food groups. Its core business is the manufacture and distribution of biscuits and snacks. The company formed in 1948 from the merger of two Scottish family businesses, McVitie & Price and Macfarlane...
Danone Man Takes Western Union Job
Western Union, the international money transfer service, has hired Danone marketer Marc Audrit as its top marketer for Western Europe after a series of senior European-level departures. Audrit takes the newly created role of director of marketing...
DIRECT: Cointreau Aims First UK DM at Over-35s Market
Maxxium is refocusing marketing for Cointreau liqueur back on older, more affluent drinkers in its first UK direct marketing work for the brand. The drinks sales, distribution and marketing company, which owns the Cointreau brand in the UK, is moving...
DIRECT MAIL SHOWCASE: Direct Mailings Must Make an Impact the Minute They Land on the Recipient's Door Mat. Ken Gofton Weighs Up Four Mailouts That Stand out from the Crowd in Getting Their Message Across
MARBLES SEEKS CUT-THROUGH WITH ENVELOPE LINE Client: HFC Bank Agency: Clark McKay & Walpole Distribution: July Size of mailing: 410,000 The same thought crops up again this month, in spectacular fashion. A new customer recruitment mailing devised...
EDITORIAL: Will the Dominance of FMCG Give Way to Lifestyle Brands?
Think of an iconic brand of the past century and the chances are it's a packaged good. For previous generations of shoppers the concept of a brand was largely confined to their storeroom staples. At a push they may have considered their car, if they...
GREAT BRITISH BRANDS: 2002 and beyond - British Airways, M&S, Cadbury - All Have Stood the Test of Time, but Which of Britain's Brands Will Make It through the Next Millennium?
The race for survival is getting tougher. As the dotcom crash of the late 90s showed, brands can come and go within the space of months, let alone survive for decades. The market's more crowded, technology is constantly changing and consumers are more...
GREAT BRITISH BRANDS: AA - Showing Just How Diversification Can Succeed, the AA Now Has the Clout of Centrica Behind Its Work
When 90 motoring enthusiasts met at the Trocadero restaurant near Piccadilly Circus in London in June 1905 to form the Automobile Association, the initial aim was to help motorists avoid police speed traps. Members paid two guineas a year for cyclists...
GREAT BRITISH BRANDS: BA - Stung by the PR Disaster Created by Its International Livery, British Airways Has Struggled to Shake off Its 'Britishness'
Harbouring the ambition to be a global player can be tough if you have a name and a brand you believe ties you to a bygone age and a domestic image. For many years, British Airways was one of Britain's best known world brands, but five years ago...
GREAT BRITISH BRANDS: BBC - from Modest Beginnings as a Private Firm Making Radio Broadcasts, the BBC Is Now a Massive Brand in Its Own Right
No other country in the world has a media entity quite like the British Broadcasting Corporation. Eighty years after it started broadcasting, 'Auntie' remains the most powerful media voice in Britain, with activities in television, radio, magazines...
GREAT BRITISH BRANDS: Bisto - Linked Inextricably with the Bisto Kids, Bisto Has Survived Changes in Taste to Continue Sales Growth
Few brands are as closely linked with a single brand image as Bisto. Although there was an 11-year gap between the birth of Bisto in 1908 and the appearance of the Bisto Kids in 1919, the two street urchins are as tied up with the brand as a Sunday...
GREAT BRITISH BRANDS: Boots - It's Back to Its Roots for Boots, Set Up as a Herbal Remedy Store in 1849 and Now Taking a Holistic Line on Wellbeing
Boots is the largest drugstore chain in the UK, with 1400 stores, and one of Europe's largest manufacturers of cosmetics and toiletries. Yet its head offices are still in Nottingham, where founder John Boot was born in 1815. Boot started his...
GREAT BRITISH BRANDS: Bovril - Created for the French Army and Used by Scott and Shackleton, Bovril Has a Rich Past and Retains Consumer Loyalty
Bovril is the invention of a teetotal Scotsman, John Lawson Johnston, who turned out to be an early master of NPD and point-of-sale promotion. After the starvation into surrender of Paris during the Franco-Prussian War in 1871, the French government...
GREAT BRITISH BRANDS: BP - Set Up in the Middle East and Taking Its Name from the Subsidiary of a German Firm, BP Is Now Trying to Reinvent Itself
BP, which now operates in 100 countries across six continents, runs 26,500 petrol stations and employs 110,000 people, is a British brand with its beginnings in the Middle East. In 1901, the Shah of Persia granted a concession to explore for oil...
GREAT BRITISH BRANDS: Branston - Posting Extraordinary Awareness Levels, This Staffordshire Pickle Is Found in One-Third of Households
Branston Pickle still contains the same 23 ingredients as when it was first formulated by Mrs Graham and her two daughters, Evelyn and Ermentrude, in their kitchen at Branstone Lodge, Branston village, Staffordshire, during the early 1900s. Evelyn...
GREAT BRITISH BRANDS: British Gas - One of the Biggest British Companies Has Had to Work Hard to Build a Brand Identity among Its National Customers
Though it is one of the most famous UK brands, British Gas is only 53 years old. Before its formation in 1949, the gas industry had chugged along for the previous 100 years with no notable desire to push the boundaries of marketing or technology....
GREAT BRITISH BRANDS: BT - One of Thatcher's Privatisations, the Telecoms Brand Is Suffering from Huge Debts and Competition
British Telecom was a controversial company from its inception and remains so today. BT was created in 1981 when Margaret Thatcher's Conservative government ended the Post Office's control of the country's telecoms business. The Post Office had...
GREAT BRITISH BRANDS: Burberry - Fashionable from the 1920s through to the 1960s, Burberry Declined with Deferential Society but Is Now Reborn
Only five years ago, Burberry was all but consigned to the back of the wardrobe of great British clothing brands, appealing only to the hunting, shooting and fishing set. Now, thanks to a superior piece of repositioning, it adorns the bodies of bright...
GREAT BRITISH BRANDS: Cadbury - Born in a Birmingham Grocer's Shop, Cadbury's Brands Remain a Strong Presence in British Life
John Cadbury loved hot chocolate. It tasted good and it was a lucrative sideline at his grocer's shop in Bull Street, Birmingham, when it opened in 1824. His wealthy customers liked what was then the luxury of a hot chocolate drink from cocoa. As...
GREAT BRITISH BRANDS: Colman's Mustard - One of the First Brands to Use Guerrilla Marketing Techniques, Colman's Now Takes More Than Half the British Market
Colman's Mustard has been around for 188 years and is closely linked to Norwich, the city where it originated. The brand takes its name from Jeremiah Colman, who began milling flour and mustard at a watermill in Stoke Holy Cross near Norwich in...
GREAT BRITISH BRANDS: Dr Martens - Originally Using Rubber Salvaged from the Luftwaffe, DMs Attained a Cultural Significance Linked to Football and Punk
What do the Pope, Madonna, Jo Brand, Elton John and Naomi Campbell have in common? They are all famous fans of Dr Martens. (When the Pope was presented with a pair four years ago he liked them so much that he ordered 100 more pairs for Vatican staff...
GREAT BRITISH BRANDS: Dyson - despite His Idiosyncratic Attitude to Advertising, James Dyson's Bagless Cleaner Is a Marketing Phenomenon
It's impossible to separate the very British Dyson vacuum cleaner from its very British inventor. Together they are synonymous with innovation and legal battles against established rivals. James Dyson was born in Norfolk in 1947. He studied furniture...
GREAT BRITISH BRANDS: Gordon's Gin - Dating from the Late 18th Century, the Recipe for This Iconic Brand Is Said to Be the Same as It Was 233 Years Ago
Gordon's has been the UK's number one gin since the late 19th century. More than 11 bottles are sold every minute in the UK, where it enjoys a 38.4% share of the market and is regularly drunk by 6.8 million consumers. In 1769, Alexander Gordon...
GREAT BRITISH BRANDS: Harrods - Once a Humble Grocer's Shop in East London, Harrods Is Now the Capital's Third Most Popular Tourist Attraction
Harrods, now known as the 'top people's store', once advertised itself as the cheapest store in London and has come a long way from humble beginnings. Harrods started out as a modest grocery in east London in 1849. In 1864, Charles Digby Harrod...
GREAT BRITISH BRANDS: Hovis - despite Renown for Its Nostalgic, Sepia-Tinged Ads, Hovis Is Trying to Make Its Image Contemporary
Hovis is a brand that has successfully marketed its heritage, but is now looking for a more modern feel. Hovis began as 'Smith's Patent Germ Flour' in 1887, but its founder, Richard 'Stoney' Smith, recognised the limited potential of this name and...
GREAT BRITISH BRANDS: HP - This British Institution, Which Made an Ambitious Businessman Rich, Is Now the Property of a French Outfit
Edwin Samson Moore was the ruthless businessman behind the HP Sauce brand. He established the Midland Vinegar Company at Tower Road, Aston Cross, in 1875 and quickly established a reputation as an energetic and outgoing young entrepreneur. The Midland...
GREAT BRITISH BRANDS: Imperial Leather - Long Advertised as a Luxury You Can Take Anywhere, Marketing Has Now Entered an More Experiential Stage
'A soap fit for nobility, yet offered for sale at a popular price'. It was on this simple premise that Manchester-based Cussons established the UK's number one soap, and the heady formula - which was formulated to smell of leathers worn by Russian...
GREAT BRITISH BRANDS: Jaguar - with Record Sales Levels Expected This Year, the Challenge for the Brand Is to Appeal to the 'New Jag Generation'
In the early 1990s, the Jaguar brand was a pale shadow of a once-glorious golden marque. The tag of unreliability had been largely removed and it had won again at Le Mans, but its customer base was getting on, it had a range of ugly and tired-looking...
GREAT BRITISH BRANDS: Kit Kat - Britain's Favourite Chocolate Bar since before World War II, Kit Kat Has Spent the Past Few Years Trying to Diversify
Complete this advertising slogan: 'Have a break - have a ...' The headline at the top of this section might be a bit of a giveaway, but you would have got it anyway. Kit Kat is a brand with one of the longest-running and most famous slogans in British...
GREAT BRITISH BRANDS: Land Rover - What Began as an Aluminium, Door-Less Vehicle Is Now a Family Favourite, but the Aim Is to Attract a Younger Crowd
Land Rover might have started life as a temporary solution to post-war steel shortages, but it has developed into one of the last British auto brands (even if it is now owned by Ford). The marque was created in 1948, when Rover's chief engineer,...
GREAT BRITISH BRANDS: Marks & Spencer - Perhaps the Best-Known High Street Name in the UK, Marks & Spencer's Recent Travails Seem to Be at an End
The story of Marks & Spencer is a commercial rollercoaster of epic proportions. From humble market stall to respected bastion of the British high street to scourge of the business pages, the latest twist has M&S clawing its way back into the...
GREAT BRITISH BRANDS: Marmite - A Hundred Years Old This Year, Marmite Is One of the Few Brands to Use the Fact That a Lot of People Don't Actually like It
Marmite is one of the few brands on this list to look largely the same as it did when it was launched 100 years ago. The familiar, if odd, brown jar with its bright yellow label is one of the most recognisable UK FMCG brands and can be found in...
GREAT BRITISH BRANDS: McVitie's - the Company Behind the Now-Defunct National Dunking Day Is Remembered for Urging Us to 'P ... Pick Up a Penguin'
Few combinations are more British than tea and biscuits - and McVitie's has managed to stay an integral part of consumers' lives for more than 150 years. Even now, with growth in the biscuit market significantly slowed, you'll find McVitie's biscuits...
GREAT BRITISH BRANDS: Mini - Made Popular by the Italian Job and Still a Byword for Cool, the Pint-Sized Brand Is Undergoing a Renaissance
The Mini has come roaring back in the past year. It may not be British-owned any longer but it's certainly regained its cool status thanks to a new but stylish design. When the British Motor Corporation (BMC) introduced the Mini in 1959, its style...
GREAT BRITISH BRANDS: Oxo - Inextricably Linked with a Family Meal Scene, Oxo's Marketing Has Changed to Reflect Evolving Social Structures
Oxo's glory days came in the middle of the 20th century, with marketing linking it directly to the British family's meat-and-two-veg meal served by the perfect mum for her hubby and well-mannered kids. Changing the brand's marketing to reflect the...
GREAT BRITISH BRANDS: PG Tips - Ads Featuring Chimpanzees Catapulted PG Tips to First Place in the Tea Market and the Brand Has Never Looked Back
Though many brands on this list owe a strong debt to the power of advertising, the success of PG Tips owes more than most. The brand was built by the longest-running TV campaign in British history, as well as lower-profile but arguably just as effective...
GREAT BRITISH BRANDS: Raleigh - More Than 100 Years after Production Began, Raleigh's Nottingham Plant Is to Close - but the Brand Will Be Reborn
As Raleigh prepares to close down its UK-based assembly plant in Nottingham, and with production moving to the Far East, all that's left of Raleigh, you could argue, is the brand itself. At any rate, with only distribution and design now remaining...
GREAT BRITISH BRANDS: Robinsons - Long Linked with the Wimbledon Tennis Championships, the Drinks-Maker Is Today about More Than Barley Water
Ahh. Robinsons barley water. Surely no non-alcoholic drink has managed to evoke long summer days more successfully than this lemon, orange, lime and even rhubarb-flavoured squash. And it was its early sponsorship of the All-England lawn tennis championships...
GREAT BRITISH BRANDS: Rolls-Royce - the Most British of Brands, a Byword for Luxury, Has Been Sold off by One German Firm, VW, to Another - BMW
If there's a single British brand that can be said to embody luxury, exclusivity, wealth and power, then it has to be Rolls-Royce. A survey for Marketing earlier this year revealed that the public believes the Rolls-Royce to be the most quintessentially...
GREAT BRITISH BRANDS: Royal Family - with the Age of Deference Long Gone and Public Support Falling, the House of Windsor Has Had to Readjust Its Role
A survey carried out earlier this year found that more young Britons were interested in The Simpsons than in the Windsors. The majority of people in opinion polls regularly say the Royal Family should pay its own way and receive fewer handouts from...
GREAT BRITISH BRANDS: Royal Mail - Everyone Knows What It Is - They're Just a Bit Confused about the Name. but the Royal Mail Is Determined It Will Deliver
Royal Mail has been at the centre of British life for more than 350 years. It handles 77 million letters, cards and packages every day, so it can't fail but be a brand that touches the whole country. Though Royal Mail is currently having a torrid...
GREAT BRITISH BRANDS: Sainsbury's - the Firm That Brought Supermarkets to Britain Has Faced Stiff Competition and Lower Profits, but Things Are Looking Up
With supermarkets now an integral part of modern life, it's not surprising that Sainsbury's is one of the biggest of all British brands. After all, it invented the modern supermarket, opening the UK's first self-service store in Croydon in 1950....
GREAT BRITISH BRANDS: Surf - Celebrating Its Golden Anniversary, the Soap Powder Has Seen Its Image Vary over the Years to Reflect Social Change
The Unilever-owned detergent celebrated its 50th anniversary in 2002, a handy coincidence in Jubilee year. With only 1% of the population owning a washing machine in 1952, doing the laundry was a labour-intensive affair and, like today, the idea...
GREAT BRITISH BRANDS: Tate & Lyle - Perhaps Its Greatest Coup Was Staving off Nationalisation with the Help of Mr Cube, but Now a Chef Is Its Public Face
The British are a nation of sweet tooths, consuming more than 300,000 tonnes of packet sugar every year. And when we think of sugar, the name Tate & Lyle immediately comes to mind. This is not surprising when you consider the company's heritage....
GREAT BRITISH BRANDS: Tesco - Responsible for Our First Superstore, the Brand Is Remembered for Dudley Moore, Chickens and Prunella Scales
Tesco is one of the UK's biggest business success stories. For many years the ugly duckling of British retailing, it is now Britain's premium supermarket chain. It has led the market since 1995 and goes from strength to strength, sustaining a level...
GREAT BRITISH BRANDS: Tetley - from Mincing Lane to Tetley (Loves) U by Way of the Tetley Tea Folk, This Brand Has Fed on Britons' Love for a Cuppa
As a nation of die-hard tea-drinkers (each Briton consumes an astonishing 1016 cups every year - nearly twice as much as they do coffee) we get attached to tea brands and Tetley is one of our favourites. It's been around since the early 1800s, when...
GREAT BRITISH BRANDS: Virgin - the 'Anti-Establishment' Business Is Now Part of the Furniture but Where Will It Go If Richard Branson Does Pull Out?
It's strange to think the Virgin brand is now more than 30 years old because its most enduring characteristic is being the young, unconventional upstart that challenges the business establishment. The bedrock of Virgin's success has been to enter...
GREAT BRITISH BRANDS: Walkers - Walkers' Dash to the Top, Booted Up There by Footballer Gary Linekar, Proves the Power of Advertising
Walkers Crisps is officially the nation's favourite. According to figures from Marketing's Biggest Brands Survey, we munch our way through nearly pounds 490m-worth of Walkers Crisps every year - that's nearly 11 million packs sold each day. This...
GREAT BRITISH BRANDS: Weetabix - A More Conservative Brand Than Most, Weetabix Often Returns to Its Central 'Body Fuel' Advertising
After recently losing the top slot in the breakfast battle to Kellogg's Corn Flakes, Weetabix has undergone a major relaunch of its packaging and advertising. Its new television work from Banks Hoggins O'Shea/FCB plays on the idea of the brand's...
Iceland Set to Widen Ad Focus as Sales Decline
Iceland is to broaden its marketing away from a purely price promotions-led positioning to emphasise its service and product range, following its sales collapse last month. The shift in ad strategy comes as the frozen food retailer moves toward...
MARKETING MIX: Pen Portrait - Ros King, JWT
Ros King became managing director of J Walter Thompson in 2001 after four years as client services director. She has worked in multinational ad agencies for 20 years. Before joining JWT she was at McCann-Erickson. To describe an entire personality...
OPINION: Branding Comes First in the Drive for Performance
Two companies' results reported last week couldn't have made a stronger case for the difference an understanding of marketing can make to your performance. First, take the woes of Abbey National, which unceremoniously dumped its chief executive,...
OPINION: Marketing Society - 'Taking Care' of a Brand Needs a Broader Outlook
The fall from grace and inevitable demise of some of the world's best-known corporate brands reinforces the notion that as marketing professionals, we operate in a fragile world. What seems to be evident from recent events is the fact that in a service...
OPINION: Virgin's Brand Power Obscures Its Lack of Success in Extension
There are two brands that I deter my MBA students from referring to in class. The first is Coca-Cola. Quite simply, Coke is the alpha of branding. And any reference to Coke usually ends up ridden with cliches and strategically void. If anyone ever...
OPINION: Why the Government Must Listen to What Lord Puttnam Has to Say
The world of the media is spinning faster and faster. Some of us can remember a time when the government of the day waited for reports to be published before they were kicked into the long grass. Clearly those days have gone forever. The recommendations...
Pillsbury Parts with Leo Burnett in Kellogg Clash
General Mills has ended Pillsbury's historic partnership with Leo Burnett, the network that created the jolly green giant 77 years ago, due to conflict with Kellogg. General Mills UK - formerly Pillsbury UK - has handed the creative accounts for...
PROFILE: Top of the Class - Simon Oldfield, General Manager for Car Marketing, Mercedes-Benz
Simon Oldfield is the consummate Mercedes man. Sharply dressed and quietly confident, his reserved mannerisms are in sharp contrast to the media whirlwind that has whipped up around him. For the Mercedes-Benz general manager for car marketing, along...
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Gambling win Q: I want to produce branded scratchcards as a promotional item, but I need to control the odds of winning. Do any companies produce scratchcards in reasonably small numbers? A: We all love scratchcards and they are a simple and...
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