Marketing

Articles from March 18

Amanda Andrews on Media: A View to Subscribe To?
Paid-for websites may come back into vogue as ad revenues drop - but only if the content is unique. Who started the rumour that all online information should be free, and why didn't we challenge this argument when it was first made? The following...
Andrew Walmsley on Digital: Google Is Practical, Not Evil
The search-engine behemoth's behaviour is based on sound business practice, not sinister motives. The other day, I was on a conference panel; the moderator opened proceedings by asking each of us: 'Yes, or no: is Google evil?' Of course, it's...
Brand Health Check: Shelter
Demand for the high-profile housing charity's services is rising as donations fall. Charitable giving is one of the first areas of discretionary expenditure to be cut when times are tough. As a consequence, charities are suffering from a sharp decline...
Careers: Brand Manager of the Week - Martina Jezdikova, Brand Manager, Kleenex
Describe yourself in three words. Committed, passionate, energetic. - How would you define marketing? At Kimberly-Clark we use the definition: 'selling more stuff to more people for more money ... more often.' I honestly cannot think of a better...
Careers: What It's Really like Inside - WWF
On 28 March, people around the world will switch off their lights to support WWF's Earth Hour, will the marketing team join in? Absolutely. It is a project that the whole organisation has come together to support. What is the main marketing challenge...
Editor's Comment: Discovering Your Public Spirit
Could the public sector be about to rebrand as one of the most exciting, challenging and inspiring work environments on offer to marketers? It is possible. Top marketers have trickled into the public sector over recent years, taking skills honed...
Foster's to Embark on 'Game On' Promotion
Scottish & Newcastle (S&N) is to roll out its biggest promotional drive to date for its Foster's lager brand. The 'Game On' campaign, which will cover the on-trade and off-trade, links the beer to a range of gaming activities. It will run...
Helpline
Joe Thomas takes the hassle out of finding the right product or service - you ask the question, he'll provide the answer. ROADSHOW GURU Q: We are in the process of planning a roadshow for the summer and need some help. Who might assist us? ...
Marketing Mole: We'll Call You - Cadbury
Always eager for a sugar rush, we thought we'd ask Cadbury what making Dairy Milk Fairtrade-certified actually means - and whether it will affect the taste. Cadbury Hello, can I help you? Mktg Hi, I heard that Cadbury Dairy Milk is soon to become...
Marketing Mole: Who Does Google Think You Are? - Pete Markey, Head of Marketing, More Th>n
- The first listing links to a resume of Markey's role since December 2007. - The second result refers to Marketing's 2009 Little Black Book. - The third and fourth results do not refer to More Th>n's Pete Markey, but instead take us to a...
Market Research: Special Report - Brands Seek Closer Contact
Market research agencies have to shake off their old 'data factory' image and provide real business answers to increasingly clued-up brands, writes Mary Cowlett. Traditional market research is, according to Clare Bruce, chief executive of research...
Market Research: Special Report - the Shape of Things to Come
Advancements in mobile, online and medical technology have opened up untrodden routes for market researchers, leading to a range of innovative strategies, writes Mary Cowlett. Traditionally viewed as an industry that evolves, rather than innovates,...
Mark Ritson on Branding: A Throwback to Trust
The turmoil in the banking industry has brought some long-buried consumer questions to the surface. A few years ago I set off with a bunch of friends to follow England's cricket tour of Sri Lanka. The beautiful hill town of Kandy promised to be...
Media Analysis: Stop the Presses?
Regional newspapers are struggling, leading some to question their future role. If confirmation were needed of the gravity of the problems facing media owners, there would be no need to look further than the recent rounds of redundancies, pay freezes...
News Analysis: Less Froth, Extra Shots
Coffee chains are getting tough in the fight for custom, but is it the right strategy? Over the past few months there have been clear signs that the breakneck speed of growth of the coffee shop market may be about to drop. This flattening out...
News Analysis: The Public-Sector Pull
Whitehall is proving a popular place for marketers wanting to see out the recession. As the economic down-turn wreaks havoc with job opportunities in the corporate world, marketers are scrambling for public-sector roles. Former Lloyds TSB and...
Opinion: The Marketing Society Forum - If Innocent Drinks Sells a Stake to Coca-Cola, Will It Harm the Brand?
The drinks giant is reportedly in talks with small-scale operation Innocent over acquiring a pounds 30m share in its business. But would the smoothie firm regret allowing Coca-Cola to buy into it? NO - KELLIE FERNANDES, GLOBAL MARKETING DIRECTOR,...
Profile: Without Prejudice
Simon Davies, marketing director of Coors Brewers, is taking an egalitarian approach to the Carling brand. Interview by Gemma Charles. Simon Davies, the marketing director of Coors Brewers, says he has one ambition for the company's flagship beer...
Recall: Adwatch 18.03.09 - NHS - Stroke Awareness
This ad may be old-fashioned, but it is undoubtedly effective. It's an exciting year, isn't it? The nation's going back to basics, learning the forgotten art of darning a sock. We're rediscovering the real meaning of life, and it goes way beyond...
Sector Insight: Crisps and Snacks - Flavours of the Month
Manufacturers have adapted their offerings to answer demands for healthier eating, writes Jane Bainbridge. Pester power has reached new heights in the crisp aisle with market leader Walkers giving shoppers the chance to vote for their favourite...
Soft-Drink Sector Hit by Faltering Sales in 2008
Soft-drink sales hit a plateau in 2008 as a combination of bad weather and a decline in consumer spending took its toll on the sector. Total sales were down to pounds 8.4bn across all channels, a fall of 1% in value, according to the Britvic Soft...
Strategy: Lessons from the Digital Switchover
Successfully conveying the whys and wherefores of the UK's switch from analogue to digital TV transmissions has been an immense task, writes Digital UK's marketing director, Beth Thoren. The digital switchover has presented one of the biggest communications...
The Week in Marketing
- Barclays' fresh look. Barclays has rolled out its latest marketing strategy. The campaign, which broke last week and is the bank's first TV advertising for 18 months, is intended to position Barclays as helping its customers manage their money...

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