Marketing

Articles from May 7

Adwatch: Brantano - 'Cortex of Justification'
Brave people, those Brantano guys. They claim to have unravelled the workings of the female mind. That's no mean feat, particularly when it comes to shoes. The film shows a cliched scientist-type poking gentle fun at the female cognitive process....
Andrew Walmsley on Digital: The Whys and Wherefores of Web 3.0
For a moment there, you thought you'd just about understood it. You were just getting to grips with podcasts, you'd found a use for RSS feeds, even web 2.0 seemed to be making some sense. But in the world of digital, we're never satisfied if those...
Brand Health Check: eBay
A global boycott seems to have burst the site's 'user-friendly' bubble. Can it regain consumers' trust, asks Gemma Charles. When internet brands become successful, it is inevitable that they experience a few growing pains. Social networking sites...
Careers: What's It Really like Inside - Birds Eye
- What is the main marketing challenge you face? Overcoming inaccurate perceptions about frozen food. We have been working hard to change consumers' opinions and the recent 'Good mood food' campaign, featuring Suggs, has started to drive significant...
Editorial: KFC's 'Chicken or Egg' Problem
Breakfast is the most important meal of the day. This is not just the view of nutritionists, but an opinion increasingly shared by fast-food restaurants, for which it is the new battleground. There is room for handsome growth, and both Burger King...
Helpline
Becky Charles takes the hassle out of finding the right product or service - you ask the question, she'll provide the answer. DESIGN BRIEF Q: We have recently acquired a smaller company and want to create a fresh logo for it and associated web...
KFC Launches Breakfast Menu in Challenge to Fast-Food Rivals
KFC is to start selling breakfasts for the first time as part of a global move into the burgeoning market. KFC A.M. launches this week at the chain's flagship Marble Arch restaurant in central London before the roll-out of an 18-store trial in the...
Marketer of the Year: Marketer of the Year Poll 2008
This shortlist has been compiled by members of The Marketing Society. But who do you think should win? Make your voice heard by emailing your vote to topmarketer@haymarket.com by Thursday 22 May. The winner will be revealed at The Marketing Society...
Marketing League Table: Contact Centres - Contact Centre Leagues
Call centres often end up as the unsung heroes of the marketing mix, despite frequently also being the brand's primary point of contact with its consumers, writes Richard Abbott. Readers of the We'll Call You feature on the back page of Marketing...
Marketing Mix: We'll Call You - BP
It's grim up north, or at least it might be if our trip there is scuppered by fuel shortages. Should we stay home instead? BP Good morning, BP customer care, how may I help? Mktg I'm planning to drive up north to Yorkshire this bank holiday weekend...
Mark Ritson on Branding: Snapple Is an Object Lesson in Equity
Almost 40 years after Cadbury and Schweppes joined forces, the two are once again going their separate ways. Cadbury plc made its modest debut as a pure confectionery manufacturer on the FTSE last week. This week sees its former beverage business listed...
Media Analysis: Digital Channels Find Their Niche
Broadcasters are reinventing their digital offerings' identities to snare viewers and advertisers. Branding channels effectively in the digital TV environment is now crucial to success on platforms such as Freeview. Broadcasters have picked up...
News Analysis: Brands Join Video-Game Fraternity
As sales of the top titles begin to outstrip even movies so advertisers are bolstering in-game ties. Grand Theft Auto IV (GTA IV) has smashed all records to become the world's biggest video-game launch, shifting more than 6m copies since going on...
News Analysis: Profit at the Expense of Prestige
Gucci's plans to promote its mid-range offering to beat a recession could damage its brand. Once the preserve only of the rich, luxury is now reliant on a wide range of consumers, leaving the sector more exposed during a recession. As consumers...
Opinion: The Marketing Society Forum - Can Marketing by Committee Be an Effective Way of Working?
The Portman Group is pooling the talents of drinks brands, retailers and media owners for a nationwide campaign to show young people that drunkenness isn't cool. ANDREW MCGUINNESS, PARTNER, BEATTIE MCGUINNESS BUNGAY Maybe. A creative director...
Profile: Primed for Mars Partnership - Toby Baker, Marketing Director, the Wrigley Company
It is no exaggeration to say that Toby Baker, marketing director of The Wrigley Company, has had an extremely eventful time over the past seven days. On Monday morning last week, the US news wires were buzzing with rumours that the chewing-gum behemoth...
Rajar Axes Personal Meter Testing Trial
Radio audience measurement body Rajar has come under fire for its decision to abandon its pounds 3.5m trial of an electronic personal measurement device in favour of an online version of its diary-based rating system. The body, which is funded by...
Raymond Snoddy on Media: Doing an Airey: A Beginner's Guide
A while ago there was a splash of publicity about a survey suggesting that marketing directors' average tenure in a role was about 12 months - a life span similar to that of Premiership football managers. If it weren't an urban myth propagated by...
Sector Insight: Health and Beauty Retail - Facing Up to Uncertainty
Health and beauty retailers are preparing for the impact of a downturn on the sector, writes Jane Bainbridge. THE BACKGROUND Health and beauty are more important to consumers than ever before, with research indicating that shoppers are likely...
Travel-Agent Websites Fight Back
Aggregator services are adding exclusive content to reassert their dominance over airline and hotel offerings online. Opodo is launching a campaign to promote its latest range of web tools, which are intended to differentiate the pan-European brand...
Unilever Spin-Off Fuels Sale Talk
Unilever's plan to shift 14 of its local European brands into a separate business unit is driving speculation that the FMCG company is preparing to sell them off. Under the plan, called Project Chrysalis, the iconic British brands Marmite, Pot Noodle,...
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