Marketing

Articles from February 9

Adwatch 09.02.11: Innocent
Tongue-in-cheek humour shows the drinks brand is still burnishing its child-like charm. Once upon a time, in Hundred Acre Wood, lived Christopher Robin and his friends. They had great fun making drinks and smoothies from all the beautiful things...
Andrew Walmsley on Digital: What the Smart Money Is On
Smartphones sales are booming, so why haven't brands optimised their sites for the mobile web? I predicted this 12 months ago. Just three years after its initial release, Google's Android has overtaken Nokia's Symbian to become the world's biggest-selling...
A Stirring Performance
From classic pasta sauce to more exotic fare such as Moroccan-inspired mixes, British consumers' taste for cooking sauces is growing. Cooking sauces have become a staple for the majority of British consumers as commonplace short cuts in their culinary...
Brand Manager of the Week: Suzannah Kwok, Vice-President, London Chinatown Chinese Association
- What three words describe you? Fiery, relentless, bonkers. - How would you define marketing? It's about pulling together all the businesses and stakeholders in the London Chinese community and creating a homogenous entity that speaks credibly...
Brands Get in the Thick of TV
The imminent arrival of product placement will present interesting opportunities for brands, but opinion on its benefits is divided, writes Andy Fry. On 1 March 2011, paid-for product placement will be allowed in UK-commissioned TV programmes for...
Brands Line Up Fairtrade Fortnight Tie-In Activity
Charity places focus on cotton and fashion for annual awareness campaign. The Fairtrade Foundation is to launch a social-media campaign to mark its annual promotional event, Fairtrade Fortnight. The initiative, which this year runs from 28 February...
Editor's Comment: The Time Is Right for Placement
The era of product placement is dawning in the UK, but it has not received a universal welcome (see page 26). For brands, it is open to question whether placement can become a meaningful slice of the marketing mix, but there are compelling reasons...
Finding the Right Words
Will the government's latest guidance on green marketing clarify or confuse, asks Gemma Charles. Green is out, while catchy marketing phrases such as 'reduced water consumption' are in. This clarification came last week as environment minister Lord...
Helen Edwards on Branding: Giving Customers the Boot
More brands should follow US shoe retailer Zappos' lead and kick abusive customers into touch. What's not to like about Zappos? The online retailer's business is shoes, which is a good start. It sends them to you, and allows - no, encourages - you...
Marketing Mole: We'll Call You - UKTV
Rumours that man-friendly TV channel Dave may be forced to change its name following a court case, had our Mole digging deeper to uncover the truth ... UKTV Good afternoon, UKTV. How can I help? Mktg Hi, I'm a viewer of Dave, it's one of my favourite...
Marketing Mole: Who Does Google Think You Are? - Sandie Dawe, Chief Executive, VisitBritain
- The first link is to Dawe's biography on VisitBritain's site; the second is to its 'our people' section. - The third result is a story about her appointment. - The fourth link is to Dawe's Marketing profile. - The fifth pushes to information...
Opinion: The Marketing Society Forum - Should Brands Be More Realistic about Their Positioning?
German wine Blue Nun is relaunching as an 'unpretentious' product aimed at women, a strategy that may indicate a need for brands to rein in their 'aspirational' claims in these more austere times. MAYBE - JIM SLATER, MARKETING DIRECTOR, COSTA COFFEE...
Profile: Relationship Marketing
Katie Sheppard, head of marketing at online dating company Match, is modernising the business of love. Interview by Sarah Shearman. The messages in the inbox on Katie Sheppard's computer read, according to her, like 'a Richard Curtis script meets...
Retail Goes Mobile
Retailers must embrace the potential of smartphones - or risk becoming shoppers' pawns. Those shoppers who whip out their smartphone in Prada's flagship store in Milan will find they are met with short shrift by the immaculately dressed staff, who...
Sky Sports
The row over sexist comments has deflected the focus from the broadcaster's offer. Whether you perceived it as harmless banter or casual chauvinism at its worst, there is no doubt that Sky Sports' sexism scandal has called the broadcaster's brand...
Sony Ericsson Draws Up Plans to Bolster Loyalty
Sony Ericsson has set out plans to improve its direct relationship with consumers, who have traditionally had stronger ties with mobile operators and retailers. The handset manufacturer is to work with data marketing company Acxiom on overhauling...
Stella Targets Lost Lager Drinkers with First Cider
The entry of Stella Artois into the cider category is being viewed as an attempt to muscle in on a growing market and win back lager drinkers lost to over-ice cider brands. Brewed in Belgium, Stella Artois Cidre is the first extension into the category...
The Verdict on 'Deals'
What potential is there for advertisers in Facebook's latest service, asks Sarah Shearman. Facebook Deals' arrival in the UK last week was met with predictable fanfare. With a variety of brands, from Mazda to Boots, already signed up as partners,...
The Week in Marketing
Michelin poster sale Michelin has commissioned reproductions of a series of posters of early tyre ads, to be sold as part of the celebrations to mark the centenary of Michelin House in London. The posters are available from The Conran Shop at Michelin...
What It's Really like Inside: Dennis
- How does the team come up with fresh marketing ideas? We usually find the best ones occur after a few light ales at the King & Queen on Cleveland Street - or any other drinking establishment in the West End. - What are the perks of the...
What UK Marketers Need to Know about the Super Bowl
Treatment of NFL season's grand finale offers insight into potential of Champions League football. European marketers should devise a plan to boost the sense of occasion around Europe's most-viewed sports event, soccer's Champions League final....
Window of Opportunity
Footballers' transfer fees are not based on skill alone - marketing plays a part too. No player is bigger than the club, according to football lore, but with pounds 225m-worth of players changing hands during the January transfer window, the marketing...

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