Marketing

Articles from March 11

Andrew Walmsley on Digital: Rewrite the Fundamentals
Marketers must learn that classic segmentation is not an efficient way to target consumers online. My cousin liked his old Nokia. He'd had it for four years, and while it didn't take pictures, play music, or let him email, he was happy. He could...
Brand Health Check: Playboy
The brand that's titillated the globe since 1953 is in need of a reversal of fortune. Ever since Marilyn Monroe bared all for Playboy's first issue in 1953, Hugh Hefner's irrepressible adult magazine has expanded into a globally recognised brand....
Careers: What It's Really like Inside - T-Mobile
- How do you come up with fresh marketing ideas? We have a clear sense of what the brand is about, and work hard to make sure all our ideas are relevant to our customers. - What is the main marketing challenge you face? The intensity of the...
Coca-Cola's Interest in Innocent Splits Opinion
Reports that Coca-Cola is in talks with Innocent about acquiring a stake in the smoothies brand have drawn a mixed reaction from industry experts. According to sources close to the deal, the investment could be worth about pounds 30m and will enable...
Editor's Comment: Waitrose's Value Proposition
What will Waitrose's customers make of the supermarket's decision to launch a lower-priced range to rival Tesco Value and Sainsbury's Basic offerings? Will the Essential line cheapen the brand? Waitrose's managing director, Mark Price, is keen that...
Helpline
Joe Thomas takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. ON THE BALL Q: We're putting together a company football team and want to look the part. Who could we get in touch with?...
London Retailers Call on Mayor to Promote City
London's most prominent retailers, including John Lewis, Harrods and the Westfield shopping centre, have called on the capital's mayor, Boris Johnson, to boost investment in promoting the city during the recession. In a joint letter, the companies...
Marketing Mole: We'll Call You - Comic Relief
Always ready to help a good cause, we were keen to get involved in Comic Relief, but had the unfunny phone-in scandal of past years been put to bed? Comic Relief Good morning, Comic Relief. Mktg Hi, I'd like to do a charity event this year. But...
Marketing Mole: Who Does Google Think You Are? - Dawn Paine, Marketing Director, Nintendo UK
- The first result links to a profile of Dawn Paine written following her promotion to her current role in 2005. - The second and third listings are for gamespot.com, which features articles about Nintendo in which Paine is tagged as a keyword....
Mark Kleinman on Marketing and the City: Brand-Building Still Counts
Premier Foods' Robert Schofield is setting a fine example to fellow brand-owners under pressure. Every fmcg marketing director knows that where food staples are concerned, a bit of cleverly evoked nostalgia can often do the trick The title of last...
Mark Ritson on Branding: Ads Make It Good to Be Back
A study has shown that viewers enjoy TV shows more with ad breaks, but it's no cause for celebration. One of the surest signals that advertising agencies are out of step with their target markets is their overall assessment of the popularity of...
Media Analysis: ITV's Life-Saving Operation
The broadcaster is to implement unprecedented cuts, with drama bearing the brunt. Given how many column inches have been dedicated to ITV's slow demise in recent years, one would be forgiven for thinking that putting it out of its misery once and...
News Analysis: Fairtrade Goes Mainstream
Cadbury's entrance into the market will herald a radical shake-up for the sector. The fairtrade sector's lingering associations with hippy lifestyles and dubious-tasting products looks set to be consigned to the history books following the news...
News Analysis: The Tesco Turn-Off
Was the supermarket's in-store TV network doomed to failure from the start, asks Sarah Johnson. Tesco's decision to create an in-store TV network, Tesco TV, in 2004 was taken with characteristic brio. It was also quickly copied, and ditched, by...
Opinion: The Marketing Society Forum - Can a Flippant Approach to Media Relations Have a Positive Effect?
Even those who dislike Ryanair profess a sneaking admiration for chief executive Michael O'Leary's hang-the-consequences marketing style But what does this devil-may-care attitude do to a brand? NO - JON INGALL, MANAGING PARTNER, ARCHIBALD INGALL...
Profile: Tightening the Ties That Bind
Graham Sim, HMV's marketing director, is keen to focus on the emotional pull the brand engenders. Interview by Miranda Fitzgerald. It seems appropriate that Graham Sim, marketing director of HMV, looks more like someone who used to be in a band...
Readers' Survey: Over to You
Marketing's inaugural readers' survey provides a unique insight into UK practitioners' state of mind. Thanks to a poll of this magazine's readers, who command a combined marketing spend of almost pounds 2bn, we can deliver an unprecedented insight...
Recall: Adwatch 11.03.09 - Sky HD
The campaign relies on the power of the product to speak for itself - and it works. Sometimes a product is so obviously desirable that the job of marketing is simply to introduce it to the world. Sky HD was powerful before it had even begun. Releasing...
Sector Insight: Suncare - Safety First, Glowing Results
Sales of suncare and tanning products remain buoyant as users seek a tan while protecting themselves from skin damage. Efforts to educate people on the importance of protecting their skin from the sun's rays have been widespread and, in the main,...
The Week in Marketing
- Music exhibit debuts. The British Music Experience, the UK's only permanent interactive music exhibition, opened at London's The O2 this week. A campaign to promote the exhibition broke last week with national press and online activity The work...