Marketing

Articles from December 18

Ads Must Not Only Be Memorable but Also True to Reality
It is a truism that those ads best remembered are not always those best loved. The gap between creative excellence and highest recall can indeed be a yawning one. But for advertising to be effective, it has to be memorable. And for the fourth consecutive...
ADWATCH: M&S Backs Range of Christmas Goodies with Star Appeal
The high-street giant spins a star-studded fairy tale to promote all its Christmas wares. Sam Solley reports. Marks & Spencer's latest campaign features a host of celebrities promoting the festive benefits of an M&S Christmas. The ad appears...
ADWATCH STARS OF 2003: Which Ad Campaigns Made the Grade as This Year's Most Memorable? Gail Kemp Looks at the 2003 Adwatch Winners
B&Q For the fourth consecutive year, B&Q tops the annual Adwatch superleague - and the 2003 table reveals a huge gap between Britain's favourite DIY retailer and its Adwatch competitors. With a comparatively modest budget, B&Q is...
Agency 2003
A funny thing happened on the way to identifying the best agencies of 2003. Had we spotted this unifying theme among the winners earlier we might have shaved weeks off the rigorous selection process; and yet it is only by looking back that we can see...
AGENCY 2003: Below the Line Agency of the Year - Best of the Rest
It has been a tumultuous year for the direct marketing industry. Indeed, Simon Kershaw, former creative director at Craik Jones Watson Mitchell Voelkel, describes it as 'one of the most unusual I've seen'. The industry has undergone fundamental...
AGENCY 2003: Below the Line Agency of the Year - Harrison Troughton Wunderman
HTW has married creativity with a business emphasis that has resulted in some outstanding work for clients both old and new. Harrison Troughton Wunderman (HTW) is a rare thing; an agency that is part of an international network (WPP), but still...
AGENCY 2003: Creative Agency of the Year - Bartle Bogle Hegarty
Whether working for FMCG, retail or banking brands, BBH has proven that artistic flair can drive sales. There are many measures of success in adland: new business performance, client loyalty, creative awards, sex appeal. Bartle Bogle Hegarty scores...
AGENCY 2003: Creative Agency of the Year - Best of the Rest
It's hardly been a vintage year for advertising agencies, as many clients continue to operate on trimmed budgets and actively look for alternatives to mass-media campaigns. But that's not to say that major brands pursued their quests for 'big ideas'...
AGENCY 2003: Customer Publishing Agency of the Year - Best of the Rest
Against a backdrop of declining advertising spend, the customer publishing market has grown by 18% over the past two years. The UK sector is now valued at a staggering pounds 313m, and Mintel predicts that by 2007, it will have seen an 8% year- on-year...
AGENCY 2003: Customer Publishing Agency of the Year - Publicis Blueprint
Publicis Blueprint's client workshops mean all its work is underpinned by an insight into customer needs. As industry legend has it, Publicis chief operating officer Rick Bendel criticised his client Asda's customer magazine for years, until eventually...
AGENCY 2003: Design Agency of the Year - Best of the Rest
It has been a risk-averse year in design, but Deborah Dawton, chief executive of the Design Business Association (DBA), believes those clients that have stuck with their agencies have benefited from their loyalty. 'The best work in 2003 has been...
AGENCY 2003: Design Agency of the Year - Checkland Kindleysides
After a difficult 2002, Checkland Kindleysides has recovered well with effective design for Levi's and the Bullring centre in Burmingham. Have you found yourself loitering longer in shops such as Levi's or Principles this year? If so, there's a...
AGENCY 2003: Field Marketing Agency of the Year - Best of the Rest
Field marketing agencies continue to operate in a difficult economic environment, and few can boast outstanding growth in 2003. But the demand for auditing and merchandising remains strong, as brands fight for limited shelf space in supermarkets. Clients...
AGENCY 2003: Field Marketing Agency of the Year - RPM
Creating innovative and memorable brand experiences is only half the job for RPM, which has led the field marketing industry in proving events' effectiveness. The importance that clients have attached to sampling and roadshows in recent years has...
AGENCY 2003: Market Research Agency of the Year - Best of the Rest
It's been another testing 12 months for the market research industry, and next year promises little respite. 'After many years of double-digit growth, last year we stood still, and this year will be only a little better,' says Peter Jackling, chairman...
AGENCY 2003: Market Research Agency of the Year - Incepta Marketing Intelligence
Incepta has been able to bed down with clients and get ideas out quickly - and working with sister shops has given it extra drive. The scale and depth of work carried out by Incepta Marketing Intelligence for clients in 2003, allied with its predicted...
AGENCY 2003: Media Agency of the Year - Best of the Rest
For media agency folk, 2003 has been a year of postponed vacations. With pitches running at the rate of one a week, most have been too busy striving to save or gain business, as clients sought greater value from their media budgets. One way of...
AGENCY 2003: Media Agency of the Year - MindShare
The many media services offered by MindShare came together in 2003, delivering strong results for clients and bringing new accounts on board. A handful of agencies had valid claims to be judged Marketing's Media Agency of the Year, performing creditably...
AGENCY 2003: New Media Agency of the Year - Best of the Rest
Danny Meadows-Klue, chief executive of the Interactive Advertising Bureau (IAB), believes that in 2003 online re-emerged from the gloom of the advertising slump and came of age as a marketing medium. To support this, he says online's share of total...
AGENCY 2003: New Media Agency of the Year - Glue London
Although it is part of the new media brigade, Glue London still calls itself a traditional marketing agency (with a difference). There is a feel-good factor enveloping the digital advertising community, and nowhere is the sense of renaissance stronger...
AGENCY 2003: PR Agency of the Year - Best of the Rest
It gives you an idea of the parlous state of the PR agency sector when the chairman of industry body the Public Relations Consultants Association (PRCA), Graham Lancaster, describes the average 10% fall in revenues in 2003 as 'slightly better than...
AGENCY 2003: PR Agency of the Year - Shine Communications
In a year in which many of its rivals suffered, Shine Communications has prospered, and with good reason. This has been the year of boutique PR agencies, and Shine Communications has shown itself to be the strongest among them. The agency had started...
AGENCY 2003: Telemarketing Agency of the Year - Best of the Rest
It has been a year of mixed fortunes for outsourced contact centre agencies, which face continuing pressures from offshore alternatives, cheaper technologies and a highly competitive market. There have been bright spots, with several agencies increasing...
AGENCY 2003: Telemarketing Agency of the Year - MM Group
Organic growth and a synergistic acquisition have helped MM Group rise to the top of the telemarketing pile in 2003. Rated 11th in Marketing's League Tables two years ago, MM Group is fast achieving its aim of becoming one of the UK's biggest outsourced...
ANALYSIS: Toy Market Turns to Education
Products that help kids learn have taken advantage of this year's lack of playground fads. Last year it was BeyBlades and the year before it was Lego Bionicles, but this year the toys of the moment are not based on a fad or a playground craze. Instead,...
BRAND HEALTH CHECK: Barnardo's - Have Barnardo's Shock Ads Alienated Donors?
After years of running disquieting press ads, Barnardo's has had its latest effort banned by the ASA. Will this ban damage its reputation and cost it donations? Sam Solley reports. Barnardo's has been walking the advertising tightrope for some years,...
CAREERS: Company CV - Diageo
Diageo is a global premium drinks company. Trading in more than 180 markets, the company is listed on both the London and New York Stock Exchanges. Its primary focus is on eight global priority brands that enjoy the strongest positions in the biggest...
DESIGN: Brand Defence
Effective brand protection relies on close attention to detail, which is where the legal profession can play a key role. 'Brands are like celebrities. They should never leave their house without a good lawyer.' So says David Nichols, managing director...
MARKETING MIX: Pen Portrait - Paul Woolf, Cramm Francis Woolf
Paul Woolf is chief executive and managing director of Cramm Francis Woolf. He began his career in Chicago with WRA Marketing Services before moving to O&M Promotional Campaigns in London as a board director. He left in 1993 to set up his own agency....
MEDIA: BBC Hails Rise in Freeview Households
The BBC will this week report that it expects the number of households with Freeview to reach 2.5 million by the end of this year, boosted by its availability at retailers such as Boots and Asda. Sales of free digital service Freeview are running...
MEDIA: Direct Line Ties with C4 Property Programmes
Direct Line has signed a year-long deal with Channel 4 to sponsor its 4Homes property strand as it seeks to boost awareness of its mortgage, loan and home emergency brands. The deal is believed to be worth in excess of pounds 2m. The sponsorship...
M&S Hires Sainsbury's Strategist for Food Role
Marks and Spencer has raided Sainsbury's to appoint Miranda Pode to the role of head of food marketing, as the retail giant fights for what analysts predict will be a make-or-break Christmas. M&S, which has hailed the growth of its food division...
No-Frills Thomsonfly in Pounds 4m 'Aspirational' Ads
Thomsonfly, the new no-frills airline from TUI, is seeking to emulate the aspirational appeal of Go, the brand subsumed by easyJet last year. TUI is to use a pounds 4m campaign through BMP DDB to lure young couples and 'empty nesters' to its city...
OPINION: Dyke Should Use BBC Review to Face Realities of a Digital Future
Very little fazes Greg Dyke. Even the embarrassing admission at the Hutton Inquiry that he had not read transcripts of the fateful Today programme until a month after the event did not seem to get to him. And you can be absolutely sure of one thing...
OPINION: How Coke Moulded Our View of Santa Claus to Fuel Winter Sales
Sometime in the fourth century AD, in the Mediterranean port town of Myra, the church bells tolled. Bishop Nicholas was dead. Nicholas had hailed from a rich family, but after joining the church, he used much of his riches to help the poor in his community....
OPINION: Marketing Society - Luck of Magic 8 Ball Can't Match Examining Data
Measuring marketing campaigns needn't be magic. On my desk is a Magic 8 Ball, which, I was reliably informed, could answer all my questions about the future. Apparently, with a shake of this ball, the answer to my question will appear in a little...
OPINION: Time for Mature Thinking on the Over-50 Market
When Roger de Haan announced at the end of November that he would be selling his Saga travel and insurance business, there were suggestions that he could get as much as pounds 1bn. While that in itself is pretty newsworthy, what makes this such...
OUTDOOR SHOWCASE: Advertisers Are Employing Increasingly Eye-Catching Methods of Reaching Their Audience
SONY KEEPS SPRINGSTEEN ON THE ROAD Client: Sony Music Creative agency: Malone Design Media agency: Manning Gottlieb OMD Outdoor specialist: Posterscope Period: November 10-December 9 A fleet of 25 trucks targeted cities, including Edinburgh and...
Post Office Set for Ad Boycott of MoS
The Post Office is refusing to buy advertising space in The Mail on Sunday for a pounds 10m marketing blitz because of the newspaper's campaign against the closure of rural Post Office branches. The UK's largest retail network, which currently numbers...
PROFILE: Impartial Arbiter - David Connolly, Adjudicator, Ofcom
An 8.30am meeting to discuss the contract rights renewal (CRR) - advertisers' protection against the might of a merged ITV - is not most people's idea of fun. But David Connolly, the new independent adjudicator, is not most people. Connolly, 44, is...
Royal Mail's Novak Exits after 12 Years
Adam Novak, one of the architects of direct mail's recent growth as an advertising medium, is to leave Royal Mail after 12 years. His departure comes as a management restructure sparks uncertainty over the role of top marketer Paul Rich and threatens...
Services Helpline
Road test Q: Where can I get a trailer or bus for a roadshow? A: David Wilson's Trailers (01825 740 696) operates roadshows across Europe. It offers a choice of exhibition trailers and a comprehensive selection of units. The products and...
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