Marketing

Articles from November 24

Adwatch: McDonald's - 'Magic of Disney Aladdin'
What on earth is 'I'm lovin' it' all about? I've never met a single person who is 'lovin' it'. Even my kids, who were once devotees, no longer ask to go to McDonald's with the same urgency or frequency that they did a couple of years ago. Great for...
Amanda Aldridge on Retail: Department Stores Offer a Touch of Retail Magic
Do you think of yourself as a department store shopper? Probably not. Yet, if you live in a UK city of reasonable size, the chances are that you visit one of the big-name chains on a fairly regular basis. They are an established part of the UK retail...
Brand Builders: New Heights
The furniture chain seeks to inspire consumers who are tired of IKEA, but not yet ready for Heal's. A big smile spreads across the face of New Heights business development director Toby Ash, he puts both hands in the air and yells a jubilant 'yessss'....
Brand Health Check: Woman's Own
Lasagne recipes and real-life stories are no longer enough in today's celebrity-obsessed women's weekly market. Claire Murphy asks whether the title can reverse its sales slump. Your mum probably read Woman's Own in the late-70s and early-80s, when...
Careers: What's It Really like Inside - Heinz
What is the best thing about working at Heinz? It's great to work on brands that are household names and to meet consumers' demands for good food that fits their lifestyle. There is a good atmosphere in the marketing department - we feel like we're...
Editorial: White Paper Shows Need for Give and Take
Advertisers and their critics have had a week to digest the government's 207-page White Paper on public health. 'Choosing Health - making healthy choices easier', in case you missed it, puts choice at centre stage, while the government sits in the...
Guide to Power: Power 100 - Next Generation
Who are the young marketers the old guard should be watching out for - or poaching? Alexandra Jardine takes a look at the industry's rising stars. Take a good look at the names on the following pages. These are the commercial leaders of the future,...
Guide to Power: Power 100 - the Hunt Is On
What exactly do headhunters look for when seeking to fill the top marketing posts at blue-chip companies? LINDSEY LESLIE-MILLER, MANAGING DIRECTOR HUNTER-MILLER We identify the brightest stars of marketing, the marketers who will be future chief...
Guide to Power: Power 100 - Where Did All the Women Go?
There is no shortage of women in the marketing industry, but few manage to make it to the very top. We ask some of the UK's leading female marketers why. Female marketers make up almost half the Power 100 Next Generation list, but of Marketing's...
Helpline
Samuel Solley takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. MOVING MOUSEMATS Q: A colleague has mentioned some 3-D mousemats that she thinks would be perfect for a promotion we...
Marketing Mix: We'll Call You - Kraft
Devilish rumour-mongers have suggested the food manufacturer is to axe Angel Delight. Say it ain't so. Kraft Thanks for calling Kraft consumer care, how can I help? Mktg I've heard that you're going to stop making Angel Delight. Is that right?...
Mark Ritson on Branding: Why Are Brand Positionings Made So Complex?
Over the past five years I have observed some outrageously successful brand executions. But for the most part, I have watched large organisations wasting millions of euros on attempts to position their brands in ways that can never succeed. In this...
Media Analysis: Public Health Report - Broadcasters Fear Ad Interference
As proposed restrictions on food and drink ads loom large, TV channels are already counting the cost, says Andy Fry. Childrens' channels and mainstream commercial broadcasters could see hundreds of millions of pounds wiped off the value of their...
News Analysis: Public Health Report - in the Hands of Advertisers
The government has left the door open for food companies to make their own regulatory proposals. The government White Paper on health published last week was not as prescriptive in the area of promoting food to children as some had feared. Certainly,...
News Analysis: Public Health Report - Should Private Sector 'Sell' Health?
The government has called on marketers to help it turn health into an aspirational commodity. James Curtis reports. The advertising industry knows everything about peddling 'lifestyle' to consumers. People are constantly influenced in their choice...
Opinion: Marketing Society - Mobile Is Coming of Age
If you think mobile is synonymous with spam, intrusive communication and promotional gimmicks, think again. While there is a widespread perception that spam is a big issue for mobile, the simple truth is that it is not. If you aren't convinced,...
Presswatch: PC World - 'Mixed Range'
The thought of buying a PC fills me with dread. What may seem straightforward is proving lengthy, hazardous and potentially costly. This ad fails to alleviate my fears. PC World funnels the majority of its adspend into the national press, particularly...
Profile: Public Health Report - Smoke-Free Future, Adam Collett, Marketing Director, Greene King Pub Company
James Bond needs a licence to kill. We'll soon need a licence to smoke,' says Adam Collett, marketing director for the Greene King Pub Company. The quip is typical of a man with strong opinions and the conviction to voice them, on issues from smoking...
Raymond Snoddy on Media: BBC's Bow to Independents Is Sleight of Hand
This week, the foundations of the BBC will crumble with the submission to the governors of proposals for thousands of job losses. Will it be the most radical transformation in the Corporation's history or a damp squib to create the illusion of change...
Sector Insight: Baby Food and Drink - Baby Boom
With the birth rate rising again, brands are taking the chance to appeal to time-pressed mums. THE BACKGROUND Baby foods are subject to the same trends as those consumed by adults. The BSE scare in the mid-90s accelerated demand for organic baby...
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