Marketing

Articles from October 21

Adwatch 21.10.09: NHS
The Department of Health's latest anti-smoking ad uses kids to deliver its message. The NHS smoking-cessation campaign, 'Loved ones', deploys one of the taboos of marketing: pester power. But this is positive pester power. It's not designed to harass...
Andrew Walmsley on Digital: The Preserve of the Young
We all know that young people use the internet, but the extent of their immersion is little understood. Across the planet, kids today share, collaborate, create and learn in ways that simply were not possible 10 years ago. They are becoming the...
Brand Manager of the Week: Niki Shakallis, Brand Manager, the Sci-Fi Channel
- Describe yourself in three words. Passionate, tenacious and proactive. - How would you define marketing? It's like looking at my face before and after make-up. The product underneath is still the same, but the right layer of slap makes all...
Carbon-Offset Pioneer Changes CO2 Strategy
Travel firm's shift raises questions over value of offsetting. Sustainable travel-agent Responsibletravel.com is to end its use of carbon offsetting, creating a buzz in green marketing circles in the process. As one of the first brands to offer...
Digital Leagues
While other disciplines struggle in the tough economy, digital agencies are reaping the rewards as marketers look to make the most of the platform's budget-friendly attributes. Brands' appetite for digital work remains insatiable. The recession...
Editor's Comment: Stop Selling Ourselves Short
At the MediaGuardian Changing Advertising Summit on Monday, the Advertising Association's new chief executive, Tim Lefroy, sought to spell out his agenda. It has not been easy for him to pick up where Baroness Peta Buscombe left off. She tackled...
Eurostar Eyes Buffer Zone
Will a revamp offer the rail brand protection as its cross-Channel monopoly ends? When Eurostar launched in 1994, the brand was synonymous with innovation and contemporary design. Now, 15 years later and still without direct competition, its image...
Gala Bingo
The debt-mired chain faces reduced profits and increased online competition. The money raining down in Gala Bingo's latest ad campaign is a poor reflection of the reality faced by the brand. The company's owner, Gala Coral, is facing a battle...
Government Seals Ties for 'Web Inclusion' Plan
The government has launched a campaign promoting the benefits of the internet to the 'socially excluded'. Led by entrepreneur Martha Lane Fox, the government's champion for digital inclusion, 'Race Online 2012' is backed by BT, Channel 4, Microsoft...
Growing a Treat
Healthier options and consumers' desire for affordable treats have helped this sector to continue to grow during the recession. Sweet biscuits have long had a role in the UK as a pick-me-up. As a result, their sales hold up well in times of economic...
Helm Exits Bear to Lead Mars Petcare Division
Gareth Helm, the former marketing director at Innocent, is leaving his role at healthy snacking company Bear after just two months to take the top UK petcare marketing role at Mars. Helm co-founded Bear earlier this year in partnership with former...
Helpline
We take the hassle out of finding the right product or service - you ask the question, we'll provide the answer. IT'S A WRAP Q: We have a fleet of cars and vans we would like to brand. Who could help? A: Give Inchmere Design a call (01295...
Marketing Mole: We'll Call You - Scottish & Newcastle
Newcastle Brown Ale has always been close to our heart and mouth, however, now that it's leaving its Geordie heartland, can things ever be the same? S&N Consumer careline, how can I help you? Mktg Hi. I drink Newcastle Brown Ale, and I love...
Marketing Mole: Who Does Google Think You Are?
- Claire Harrison-Church, Brand communications director, Sainsbury's. - The first result is a news item from Marketing from January 2009, announcing Harrison-Church's hiring by Sainsbury's, while the second is news of her previous career move to...
Mark Kleinman on Marketing and the City: One Strike and It's Out
The ongoing industrial dispute at Royal Mail is causing grave and irreversible damage to the brand. Of all the companies upon which marketing directors across Britain depend, Royal Mail has a strong claim to being the one that matters most. Its...
Mark Ritson on Branding: Why Be Good? Be Great
There is a handful of core attributes and skills that the best marketers have at their disposal. The gorgeous late-autumn weather in Boston is coming to a close and winter is starting to exert its influence over MIT's riverside campus As the nights...
Online Goes Metric
Will UKOM's Audience Planning System become standard for online advertisers, asks Fiona Ramsay. The unveiling last week of the UK's first industry-agreed online audience measurement system was hailed as a 'genuine milestone for the industry' by...
Opinion: The Marketing Society Forum - Are Brands Hit by the Postal Strike Communicating This Effectively?
Amazon and John Lewis are among the brands to have made it clear they will be using alternative despatch arrangements during the ongoing Royal Mail strikes, but others have been more reticent. MAYBE - DAN DOUGLASS, EXECUTIVE CREATIVE DIRECTOR, METEORITE...
Profile: Softening the Focus
Alison Bain, vice-president and head of international advertising for American Express, is reframing its image. Interview by Alex Brownsell. Alison Bain, vice-president and head of international advertising for American Express, may be British,...
Talking Telecoms
We invited telecoms marketers and agency experts to discuss brand loyalty in a price-driven market and the impact of the iPhone. Despite spending millions of pounds on advertising, mobile and broadband operators still suffer from low brand loyalty....
Tesco's 'Eat-In' Premium
The retailer is targeting a crowded dine-in market with its Restaurant Collection line. When Tesco launched a discount range this time last year, it was probably not expecting a brisk recovery of its premium lines. Sales of its upmarket products,...
The Week in Marketing
- Lavazza makes date Italian coffee brand Lavazza has launched its 18th calendar and a European advertising campaign. The 2010 Lavazza calendar illustrates 'The Italian espresso experience' using photographs inspired by six well-known Italian arias,...
What It's Really like Inside: Kiss
- Describe the marketing team in three words. Small but focused. - How do you come up with new marketing ideas? A combination of talking to our listeners, working with our media and creative agencies, and working collaboratively with the whole...
Winning over the Fans
Brands seeking to cement their association with popular sports are increasingly turning to unofficial fan groups for tie-ups, writes Ed Kemp. The rivalry between England's Barmy Army and Australia's Fanatics this summer was, at times, as gripping...

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